Consumer engagement behaviors in brand communities of social networking sites

Christy M K Cheung, Xiabing Zheng, Matthew K.O. Lee

    Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

    6 Citations (Scopus)

    Abstract

    Many companies have realized the enormous potential of social networking sites and have invested considerable resources in encouraging consumer engagement behaviors in brand communities of social networking sites. In this study, we attempt to propose a research model that explains how consumer engagement behaviors in brand communities of social networking sites affect brand loyalty. The research model is empirically tested with 201 Facebook users. The results provide supports to our research hypotheses and illustrate the importance of consumer engagement behaviors in social networking sites in building brand loyalty. Findings of this study are expected to provide useful insights for emarketers to develop brand loyalty through consumer engagement behaviors in online social networks as well as for researchers to better understand the relationship between consumer engagement behaviors in online brand community and consumer behavior.

    Original languageEnglish
    Title of host publicationAMCIS 2012 Proceedings
    PublisherAssociation for Information Systems
    Pages3267-3275
    Number of pages9
    ISBN (Print)9781622768271, 9780615663463
    Publication statusPublished - Aug 2012
    Event18th Americas Conference on Information Systems, AMCIS 2012 - Seattle, WA, United States
    Duration: 9 Aug 201212 Aug 2012
    https://aisel.aisnet.org/amcis2012/ (Conference proceedings)

    Publication series

    Name18th Americas Conference on Information Systems 2012, AMCIS 2012
    Volume4

    Conference

    Conference18th Americas Conference on Information Systems, AMCIS 2012
    Country/TerritoryUnited States
    CitySeattle, WA
    Period9/08/1212/08/12
    Internet address

    Scopus Subject Areas

    • Computer Networks and Communications
    • Computer Science Applications
    • Information Systems
    • Library and Information Sciences

    User-Defined Keywords

    • Brand loyalty
    • Consumer engagement behaviors
    • Facebook
    • Online brand community
    • Social networking sites
    • Word of mouth

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