Key values driving continued interaction on brand pages in social media: An examination across genders

Si Shi*, Yang Chen, Vincent W S CHOW

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

46 Citations (Scopus)

Abstract

Brand pages in social media provide companies with a competitive marketing tool to create added value for their firms and customers. Past studies suggest that understanding what customers really value in brand pages is the most vital step in promoting their continued interaction, and that the relative impacts of customer values on continued interaction are contingent on individual demographic factors such as gender. However, little research has examined the relationships between customer values and their intention to engage in continued interaction, and how these relationships are moderated by gender, in the context of brand pages. This study identified eight value factors to measure customer values on brand pages, then examined their impacts on customers' continued interaction intention, and studied gender effects on the latter relationship. Our proposed hypotheses are mostly supported by data collected from users of Sina Microblog brand pages and analyzed by partial least squares.

Original languageEnglish
Pages (from-to)578-589
Number of pages12
JournalComputers in Human Behavior
Volume62
DOIs
Publication statusPublished - 1 Sep 2016

Scopus Subject Areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

User-Defined Keywords

  • Brand page
  • Continued interaction
  • Customer value
  • Gender
  • Social media

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