Start Date
11-8-2016
Description
Companies create brand fan pages (BFPs) on social media platforms to broadcast product information, increase brand awareness, and engage customers. A common issue facing BFPs is how to attract and retain followers. When examining this issue, previous research has mostly explored the antecedents of individual’s initial follow or acceptance behavior towards BFPs, without considering the post “follow” stage of BFPs fans. To address this research gap, we develop and validate a theoretical model to explain the antecedents of fans’ continued intention to follow BFPs. Our model is grounded in the theory of person-environment fit (TPEF) to understand how multidimensional fit perceptions play an important role in fans’ continued intention to follow. Data will be collected from active followers of BFPs on Facebook, the most prevalent social media platform in the world, to test the proposed model. Partial least squares method will be employed to assess the relationships in the model.
Recommended Citation
Tang, Zhenya and Shi, Yao, "How to Keep Brand Fan Page Followers? The Lens of Person Environment Fit Theory" (2016). AMCIS 2016 Proceedings. 30.
https://aisel.aisnet.org/amcis2016/DigitalComm/Presentations/30
How to Keep Brand Fan Page Followers? The Lens of Person Environment Fit Theory
Companies create brand fan pages (BFPs) on social media platforms to broadcast product information, increase brand awareness, and engage customers. A common issue facing BFPs is how to attract and retain followers. When examining this issue, previous research has mostly explored the antecedents of individual’s initial follow or acceptance behavior towards BFPs, without considering the post “follow” stage of BFPs fans. To address this research gap, we develop and validate a theoretical model to explain the antecedents of fans’ continued intention to follow BFPs. Our model is grounded in the theory of person-environment fit (TPEF) to understand how multidimensional fit perceptions play an important role in fans’ continued intention to follow. Data will be collected from active followers of BFPs on Facebook, the most prevalent social media platform in the world, to test the proposed model. Partial least squares method will be employed to assess the relationships in the model.