Consumer Engagement Behaviors in Brand Communities of Social Networking Sites

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

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 proceeding › Conference contribution › 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	18th Americas Conference on Information Systems 2012, AMCIS 2012
Pages	3267-3275
Number of pages	9
Publication status	Published - 2012
Externally published	Yes
Event	18th Americas Conference on Information Systems 2012, AMCIS 2012 - Seattle, WA, United States Duration: 9 Aug 2012 → 12 Aug 2012

Publication series

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

Conference

Conference	18th Americas Conference on Information Systems 2012, AMCIS 2012
Country/Territory	United States
City	Seattle, WA
Period	9/08/12 → 12/08/12

UN SDGs

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

SDG 12 Responsible Consumption and Production

Keywords

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

Cite this

@inproceedings{3e5338e2a8104b5ca64b418247f7855c,

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

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

year = "2012",

language = "English",

isbn = "9781622768271",

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

pages = "3267--3275",

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

note = "18th Americas Conference on Information Systems 2012, AMCIS 2012 ; Conference date: 09-08-2012 Through 12-08-2012",

}

Cheung, CMK, Lee, MKO & Zheng, X 2012, Consumer Engagement Behaviors in Brand Communities of Social Networking Sites. in 18th Americas Conference on Information Systems 2012, AMCIS 2012. 18th Americas Conference on Information Systems 2012, AMCIS 2012, vol. 4, pp. 3267-3275, 18th Americas Conference on Information Systems 2012, AMCIS 2012, Seattle, WA, United States, 9/08/12.

Consumer Engagement Behaviors in Brand Communities of Social Networking Sites. / Cheung, Christy M.K.; Lee, Matthew K.O.; Zheng, Xiabing.
18th Americas Conference on Information Systems 2012, AMCIS 2012. 2012. p. 3267-3275 (18th Americas Conference on Information Systems 2012, AMCIS 2012; Vol. 4).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Consumer Engagement Behaviors in Brand Communities of Social Networking Sites

AU - Cheung, Christy M.K.

AU - Lee, Matthew K.O.

AU - Zheng, Xiabing

PY - 2012

Y1 - 2012

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 - Facebook

KW - Social networking sites

KW - Brand loyalty

KW - Consumer engagement behaviors

KW - Online brand community

KW - Word of mouth

UR - https://www.scopus.com/pages/publications/84877869368

M3 - Conference contribution

SN - 9781622768271

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

SP - 3267

EP - 3275

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

T2 - 18th Americas Conference on Information Systems 2012, 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

UN SDGs

Keywords

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Cite this