Track

MVP

Presentation Type

Oral

Oral Session

Social Media

Description

The purpose of this study is to investigate consumers' motivations to participate in brands' Facebook pages and their linkage to consumers' loyalty a brand through the love for the brands' Facebook pages. This study also examined the influences of consumers' opinion leadership and seeking tendencies on their motivations to participate in brands' Facebook page. The results of the study revealed both self-presentation and self-enhancement motivations influenced love for a brand's Facebook page, which in turn led to brand loyalty. Furthermore, the influences of opinion leadership and seeking on self-presentation motivation were significant. Self-enhancement motivation was significantly influenced by opinion leadership, but not by opinion seeking. Brand managers must pay close attention to consumers who have greater tendencies to lead or seek opinions in their lives as they are more likely to love brands' Facebook pages, actively generating positive word-of-mouth.

Share

COinS
 
Nov 8th, 12:00 AM

Brand Loyalty through Love for Brand Facebook Page: Roles of Opinion Leadership and Opinion Seeking

The purpose of this study is to investigate consumers' motivations to participate in brands' Facebook pages and their linkage to consumers' loyalty a brand through the love for the brands' Facebook pages. This study also examined the influences of consumers' opinion leadership and seeking tendencies on their motivations to participate in brands' Facebook page. The results of the study revealed both self-presentation and self-enhancement motivations influenced love for a brand's Facebook page, which in turn led to brand loyalty. Furthermore, the influences of opinion leadership and seeking on self-presentation motivation were significant. Self-enhancement motivation was significantly influenced by opinion leadership, but not by opinion seeking. Brand managers must pay close attention to consumers who have greater tendencies to lead or seek opinions in their lives as they are more likely to love brands' Facebook pages, actively generating positive word-of-mouth.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.