Paper Type

Research-in-Progress Paper

Abstract

With its substantial user base, Facebook has been an influential marketing tool that marketing practitioners seek to exploit. Facebook provides Brand or business fan page for business to recruit fans and build direct and interactive communication means with them. Despite major brands have created their respective fan page, relatively little attention has been devoted in exploring factors that affect users’ intention to engage with the brand fan page. To fill this research gap, this study proposed a framework to look into this phenomenon. A preliminary collected data was analyzed using PLS. Results suggested that relationship quality is an influential factors of users’ usage. Moreover, both utilitarian and hedonic value should be considered for brand fan page to maintain high quality relationship with their fans.

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Exploring the Factors Influencing the Usage Intention of Facebook Fan Page – A Preliminary Study

With its substantial user base, Facebook has been an influential marketing tool that marketing practitioners seek to exploit. Facebook provides Brand or business fan page for business to recruit fans and build direct and interactive communication means with them. Despite major brands have created their respective fan page, relatively little attention has been devoted in exploring factors that affect users’ intention to engage with the brand fan page. To fill this research gap, this study proposed a framework to look into this phenomenon. A preliminary collected data was analyzed using PLS. Results suggested that relationship quality is an influential factors of users’ usage. Moreover, both utilitarian and hedonic value should be considered for brand fan page to maintain high quality relationship with their fans.