Why Consumers Interact With Company Brand Pages Online
Motivations and Antecedents of Consumer Engagement With Brand Pages on Social Networking Sites
Two researchers conducted a detailed study on what motivates consumers’ use of SNS platforms in relation to company brand pages. Addressing questions like whether SNS “dependency” affects a user’s likelihood of connecting with brand pages, they came up with some intriguing insight about how and why SNS users interact with brand pages online.
Research Methodology:
The study employed on online survey of 140 undergraduate students and 140 participants ages 25 and older. All participants had visited and liked company brand pages on Facebook. Survey questions focused on why and how often users visited brand pages, whether or not they felt a strong connection to the company through brand page interactions, and the types of interactions they sought on these pages. Participants also answered questions concerning their general dependency on social media to see how this affected overall brand page interaction.
Implications:
Understanding which users are most likely to interact with company brand pages is useful for companies’ target marketing strategies and can help them leverage the power of eWOM more effectively. Furthermore, meaningful communication with customers through brand pages can help them feel valued by the company and perhaps strengthen loyalty to the brand.
Access The Study Here Editor’s Note:Article Insights:
- Creating a sense of community and similarity around a brand can increase the likelihood of consumer engagement.
- Consumers typically visit brand pages to engage in one-way interactions that, such as searching for promotions or other useful info.
- Companies need to develop more effective approaches to cultivate relationships with consumers through SNS brand pages.
Citation: Wan-Hsiu Sunny Tsai & Linjuan Rita Men (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2).
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