Consumer engagement behaviors in brand communities of social networking sites

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

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 proceeding › Conference proceeding › peer-review

7 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 language	English
Title of host publication	AMCIS 2012 Proceedings
Publisher	Association for Information Systems
Pages	3267-3275
Number of pages	9
ISBN (Print)	9781622768271, 9780615663463
Publication status	Published - Aug 2012
Event	18th Americas Conference on Information Systems, AMCIS 2012 - Seattle, WA, United States Duration: 9 Aug 2012 → 12 Aug 2012 https://aisel.aisnet.org/amcis2012/ (Conference proceedings)

Publication series

Name	18th Americas Conference on Information Systems 2012, AMCIS 2012
Volume	4

Conference

Conference	18th Americas Conference on Information Systems, AMCIS 2012
Country/Territory	United States
City	Seattle, WA
Period	9/08/12 → 12/08/12
Internet address	https://aisel.aisnet.org/amcis2012/ (Conference proceedings)

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

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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Cite this

@inproceedings{8e81d0ff30d543dc9eed6937e5f69e7d,

title = "Consumer engagement behaviors in brand communities of social networking sites",

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.",

keywords = "Brand loyalty, Consumer engagement behaviors, Facebook, Online brand community, Social networking sites, Word of mouth",

author = "Cheung, {Christy M K} and Xiabing Zheng and Lee, {Matthew K.O.}",

year = "2012",

month = aug,

language = "English",

isbn = "9781622768271",

series = "18th Americas Conference on Information Systems 2012, AMCIS 2012",

publisher = "Association for Information Systems",

pages = "3267--3275",

booktitle = "AMCIS 2012 Proceedings",

address = "United States",

url = "https://aisel.aisnet.org/amcis2012/",

}

Cheung, CMK, Zheng, X & Lee, MKO 2012, Consumer engagement behaviors in brand communities of social networking sites. in AMCIS 2012 Proceedings. 18th Americas Conference on Information Systems 2012, AMCIS 2012, vol. 4, Association for Information Systems, pp. 3267-3275, 18th Americas Conference on Information Systems, AMCIS 2012, Seattle, WA, United States, 9/08/12. <https://aisel.aisnet.org/amcis2012/proceedings/EBusiness/20/>

Consumer engagement behaviors in brand communities of social networking sites. / Cheung, Christy M K; Zheng, Xiabing; Lee, Matthew K.O.
AMCIS 2012 Proceedings. Association for Information Systems, 2012. p. 3267-3275 (18th Americas Conference on Information Systems 2012, AMCIS 2012; Vol. 4).

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

TY - GEN

T1 - Consumer engagement behaviors in brand communities of social networking sites

AU - Cheung, Christy M K

AU - Zheng, Xiabing

AU - Lee, Matthew K.O.

PY - 2012/8

Y1 - 2012/8

N2 - 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.

AB - 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.

KW - Brand loyalty

KW - Consumer engagement behaviors

KW - Facebook

KW - Online brand community

KW - Social networking sites

KW - Word of mouth

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M3 - Conference proceeding

AN - SCOPUS:84877869368

SN - 9781622768271

SN - 9780615663463

T3 - 18th Americas Conference on Information Systems 2012, AMCIS 2012

SP - 3267

EP - 3275

BT - AMCIS 2012 Proceedings

PB - Association for Information Systems

T2 - 18th Americas Conference on Information Systems, AMCIS 2012

Y2 - 9 August 2012 through 12 August 2012

ER -

Consumer engagement behaviors in brand communities of social networking sites

Abstract

Publication series

Conference

Scopus Subject Areas

User-Defined Keywords

UN SDGs

Access to Document

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Cite this