Description

The wide use of Social Network Site (SNS) brand pages by companies has renovated brand strategies in the new era. This study is to provide meaningful implications to companies’ effective use of SNS brand pages, and help global companies with their development of brand strategies. Using survey, this study investigates the motivating factors (functional benefits, hedonic benefits, economic benefits, intrinsic benefits, and brand reputation) influencing individuals’ SNS brand page participation and commitment as well as the impact on purchase intention. Potential cultural differences between Chinese and Korean users are also studied. The results show that prior motivating factor in traditional online communities still hold for SNS brand pages in both countries, but there are differences in the significance and importance between the two countries. Implications and contributions are discussed.

Share

COinS
 
Aug 10th, 12:00 AM

Social Network Site (SNS) Brand Page Participation and Commitment: A Comparison between China and Korea

The wide use of Social Network Site (SNS) brand pages by companies has renovated brand strategies in the new era. This study is to provide meaningful implications to companies’ effective use of SNS brand pages, and help global companies with their development of brand strategies. Using survey, this study investigates the motivating factors (functional benefits, hedonic benefits, economic benefits, intrinsic benefits, and brand reputation) influencing individuals’ SNS brand page participation and commitment as well as the impact on purchase intention. Potential cultural differences between Chinese and Korean users are also studied. The results show that prior motivating factor in traditional online communities still hold for SNS brand pages in both countries, but there are differences in the significance and importance between the two countries. Implications and contributions are discussed.