Enhancing Consumer–Brand Relationships on Restaurant Facebook Fan Pages: Maximizing Consumer Benefits and Increasing Active Participation
Keywords
Facebook, restaurant brand, benefit, community participation, brand trust, brand commitment
Abstract
Facebook has been widely recognized as a popular contemporary trend in marketing. Using a Facebook fan page can help a firm successfully establish and maintain positive consumer–brand relationships by offering special benefits to members who “like” the fan page on their Facebook accounts. The purpose of this study was to determine the correlation between four benefit components (functional benefits, social–psychological benefits, hedonic benefits, and monetary benefits) obtained by fan page members and members’ community participation, brand trust, and brand commitment. The results of data analysis revealed that fan page members are more likely to visit restaurant Facebook fan pages when they obtain social–psychological and hedonic benefits from their interactions on the pages. Because members can develop strong trust and commitment toward restaurant brands through active participation on Facebook fan pages, this study provides a practical foundation for future research investigating Facebook as a marketing tool and suggests brand management strategies for use in online communities.
Publication Date
9-27-2013
Original Citation
Kang, J., Tang, R., & Fiore, A. (2014). Enhancing consumer-brand relationships on restaurant Facebook Fan Pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155.
Number of Pages
145-155
Document Type
Paper
Language
English
Source Title
International Journal of Hospitality Management
Volume
36
Copyright Status
Unknown
Copyright Date
2014
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Kang, Juhee; Tang, Liang; and Fiore, Ann Marie, "Enhancing Consumer–Brand Relationships on Restaurant Facebook Fan Pages: Maximizing Consumer Benefits and Increasing Active Participation" (2013). Faculty Scholarship and Creative Works. 299.
https://stars.library.ucf.edu/ucfscholar/299