How brand post content contributes to user's Facebook brand-page engagementThe experiential route of active participation

  1. Jesús Gutiérrez-Cillán 1
  2. Carmen Camarero-Izquierdo 1
  3. Rebeca San José-Cabezudo 1
  1. 1 Universidad de Valladolid
    info

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

Revista:
Business Research Quarterly

ISSN: 2340-9444,  2340-9436

Año de publicación: 2017

Volumen: 20

Número: 4

Páginas: 258-274

Tipo: Artículo

DOI: 10.1016/J.BRQ.2017.06.001 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Business Research Quarterly

Proyectos relacionados

EFICACIA DE LOS PROGRAMAS DE FIDELIZACIÓN ONLINE EN LA GENERACIÓN DE COMPROMISO RELACIONAL

2013/00213/001

Resumen

La creación y el desarrollo de una comunidad de marca virtual alojada en la empresa forma parte de una estrategia de marketing relacional; por lo tanto, tiene sentido evaluar su efectividad en términos de resultados relacionales. En un intento por saber cómo los especialistas en marketing pueden fomentar la relación con la marca a través de comunidades virtuales, postulamos y estimamos un modelo de eficacia relacional para una página de marca de Facebook administrada por la empresa (FBP) en la que las publicaciones de marca creadas por la empresa influyen en el comportamiento. el compromiso de los usuarios individuales a través de los valores utilitarios y hedónicos derivados de sus experiencias interactivas dentro del FBP. Los hallazgos destacan que las publicaciones de información estimulan el compromiso conductual del usuario a través de la ruta experiencial utilitaria. Aparte de cualquier ruta experiencial y adoptando un camino más directo, Las publicaciones de interacción son los principales impulsores del comportamiento de interacción. Las publicaciones con imágenes contribuyen a la percepción de utilidad, pero de ninguna manera afectan el compromiso. Finalmente, con el fin de obtener una visión más profunda, exploramos el efecto moderador de la intensidad de compra de la marca del usuario en las relaciones planteadas en el modelo.

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Información de financiación

The authors are grateful for the financial support received from the Spanish Ministry of Economy and Competitiveness (research project ECO2012-36275).

Financiadores

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