Investigating customers' satisfaction with brand pages in social networking sites

Vincent W S CHOW, Si Shi

Research output: Contribution to journalArticlepeer-review

30 Citations (Scopus)

Abstract

The brand page is a popular business application of Social Networking Sites (SNS) that allows companies to create added values for their brand and customers. Studies have shown that satisfied followers of a brand page are more likely to spread positive word of mouth about the brand to connected friends. However, most current research on bratid pages is essentially descriptive and lack clear understanding about what factors contribute to customers' satisfaction with brand pages. This study relies on the Customer Value Theory, and develops a framework that investigates how multidimensional customer values enhance brand page satisfaction, and how such satisfaction further affects positive word of mouth intention. We use partial least square (PLS), which is a component based structural equation modeling technique, to analyze a survey sample including 375 "followers" of brand pages. The result reveals the significant role of customer value in determining brand page satisfaction and positive word of mouth.

Original languageEnglish
Pages (from-to)48-58
Number of pages11
JournalJournal of Computer Information Systems
Volume55
Issue number2
DOIs
Publication statusPublished - 1 Jan 2015

Scopus Subject Areas

  • Information Systems
  • Education
  • Computer Networks and Communications

User-Defined Keywords

  • Brand page
  • Customer value
  • Positive word of mouth
  • Satisfaction
  • Social networking site

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