Consumer Engagement Behaviors in Brand Communities of Social Networking Sites

Author

Christy Cheung, Finance and Decision Sciences, Hong Kong Baptist University, Hong Kong, Hong Kong.Follow
Xiabing Zheng, University of Science and Technology of China-City University of Hong Kong Joint Advanced Research Centre, Suzhou, China.Follow
Matthew Lee, Department of Information Systems, City University of Hong Kong, Hong Kong, Hong Kong.Follow

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.

Recommended Citation

Cheung, Christy; Zheng, Xiabing; and Lee, Matthew, "Consumer Engagement Behaviors in Brand Communities of Social Networking Sites" (2012). AMCIS 2012 Proceedings. 20.
https://aisel.aisnet.org/amcis2012/proceedings/EBusiness/20