Consumer engagement behaviors in brand communities of social networking sites

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

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

5 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 publication18th Americas Conference on Information Systems 2012, AMCIS 2012
Pages3267-3275
Number of pages9
Publication statusPublished - 2012
Event18th Americas Conference on Information Systems 2012, AMCIS 2012 - Seattle, WA, United States
Duration: 9 Aug 201212 Aug 2012

Publication series

Name18th Americas Conference on Information Systems 2012, AMCIS 2012
Volume4

Conference

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

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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