This small business case study assesses replacement projection lamp consumers purchasing from the online business (XYZ). A post-adoption technology acceptance model approach shows consumers frequenting the XYZ social network site (SNS) are often sourcing transaction-related product information from its SNS (brand) fanpages community. The intention to engage with XYZ is raised when it adopts a SNS consumer focus built around strong community awareness of its products (and their usefulness, economic value and brand recognition). These SNS (brand) consumers can experience SNS (brand) fanpages promotions of a product, and/or other consumer benefits that further incentivize their movement towards completing purchases.
Hamilton, John; Liu, Tian Jie Freddy; and Tee, Singwhat, "Consumer Engagement Perspectives at the Business Social Network Site" (2013). ACIS 2013 Proceedings. 14.