Abstract
The new marketing practices and developments have had incredible impact on consumers’ purchasing process and information-acquisition process, and most notably, social media is changing marketing. The research setting for this paper refers to consumer behavior on social media services, particularly Facebook and consumers’ interactions with brands on this social platform. Through this research, we examine which consumer behavior concept has a higher impact in generating loyalty for the brands consumers interact with on Facebook. Using Automatic Linear Modeling, we forecast and model a target variable (namely, consumer loyalty) based on linear relationships between the target variable and its established predictors (Involvement, Satisfaction, Customer-to-Customer Interactions or electronic-Word-of-Mouth/eWOM, and Consumer Participation). Results show that the variable with the most significant impact on consumers’ loyalty for a particular brand on Facebook is consumer involvement. Based on the findings, we establish various managerial recommendations for online marketing strategies and tactics on social media and we propose future directions for research, aimed at expanding the current study.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Aksoy, L.: How do you measure what you can’t define? The current state of loyalty measurement and management. J. Serv. Manag. 24(4), 356–381 (2013). https://doi.org/10.1108/josm-01-2013-0018
Anderson, R.E., Srinivasan, S.S.: E-satisfaction and e-loyalty: a contingency framework. Psychol. Mark. 20(2), 123–138 (2003). https://doi.org/10.1002/mar.10063
Ashley, C., Tuten, T.: Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychol. Mark. 32(1), 15–27 (2015). https://doi.org/10.1002/mar.20761
Bendapudi, N., Leone, R.P.: Psychological implications of customer participation in co-production. J. Mark. 67(1), 14–28 (2003). https://doi.org/10.1509/jmkg.67.1.14.18592
Bickart, B., Schindler, R.: Internet forums as influential sources of consumer information. J. Interact. Mark. 15(3), 31–40 (2001). https://doi.org/10.1002/dir.1014
Bloemer, J., de Ruyter, K.: On the relationship between store image, store satisfaction and store loyalty. Eur. J. Mark. 31(5/6), 499–513 (1998). https://doi.org/10.1108/03090569810216118
Brodie, R.J., Ilic, A., Juric, B., Hollebeek, L.D.: Consumer engagement in a virtual brand community: an exploratory analysis. J. Bus. Res. 66(1), 105–114 (2013). https://doi.org/10.1016/j.jbusres.2011.07.029
Brown, J., Broderick, A.J., Lee, N.: Word of mouth communication within online communities: conceptualizing the online social network. J. Interact. Mark. 21(3), 2–20 (2007). https://doi.org/10.1002/dir.20082
Chan, K.W., Yim, C.K., Lam, S.S.: Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. J. Mark. 74(3), 48–64 (2010). https://doi.org/10.1509/jmkg.74.3.48
Chen, C., Wang, J.: Customer participation, value co-creation and customer loyalty—A case of airline online check-in system. Comput. Human Behav. 62, 346–352 (2016). https://doi.org/10.1016/j.chb.2016.04.010
Coulter, R.A., Price, L.L., Feick, L.: Rethinking the origins of involvement and brand commitment: insights from postsocialist central Europe. J. Consum. Res. 30, 151–169 (2003). https://doi.org/10.1086/376809
Dabholkar, P.A.: How to improve perceived service quality by improving customer participation. In: Dunlap, B.J. (ed.) Development in Marketing Science, pp. 483–487. Academy of Marketing Science, Cullowhee, NC (1990)
Delgado-Ballester, E., Munuera-Aleman, J.: Brand trust in the context of consumer loyalty. European J. Mark. 35(11–12), 1238–1258 (2001). https://doi.org/10.1108/eum0000000006475
Dholakia, R.R., Zhao, M.: Effects of online store attributes on customer satisfaction and repurchase intentions. Int. J. Retail Distrib. Manag. 38(7), 482–496 (2010). https://doi.org/10.1108/09590551011052098
Dominici, G., Guzzo, R.: Customer satisfaction in the hotel industry: a case study from sicily. Int. J. Mark. Stud. 2(2), 3–12 (2010). https://doi.org/10.5539/ijms.v2n2p3
Eisingerich, A.B., Bell, S.J.: Relationship marketing in the financial services industry: the importance of customer education, participation and problem management for customer loyalty. J. Fin. Serv. Mark. 10(4), 86–97 (2006). https://doi.org/10.1057/palgrave.fsm.4760022
Facebook.: Facebook Report Fourth Quarter and Full Year 2017 Results. https://investor.fb.com/investor-news/press-release-details/2018/Facebook-Reports-Fourth-Quarter-and-Full-Year-2017-Results/default.aspx (2018). Accessed 31 Jan 2018
Gordon, M.E., McKeage, K., Fox, M.A.: Relationship marketing effectiveness: the role of involvement. Psychol. Mark. 15, 443–459 (1998). https://doi.org/10.1002/(sici)1520-6793(199808)15:5%3c443:aid-mar3%3e3.0.co;2-7
Holbrook, M., Hirschman, E.: The experiential aspects of consumption: Consumer fantasies, feelings, and fun. J. Consum. Res. 9, 132–140 (1982). https://doi.org/10.1086/208906
Hollebeek, L.D., Glynn, M.S., Brodie, R.J.: Consumer brand engagement in social media: conceptualization, scale development and validation. J. Interact. Mark. 28, 149–165 (2014). https://doi.org/10.1016/j.intmar.2013.12.002
Hollebeek, L.D., Srivastava, R.K., Chen, T., S.-D.: Logic-informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. J. Acad. Mark. Sci., 1–25. https://doi.org/10.1007/s11747-016-0494-5 (2016)
Hsu, S.-H., Chen, W.-H., Hsueh, J.-T.: Application of customer satisfaction study to derive customer knowledge. Total Qual. Manag. Bus. Excellence 17(4), 439–454 (2007). https://doi.org/10.1080/14783360500528197
IBM Corp.: IBM SPSS Statistics for Windows, Version 25.0. IBM Corp, Armonk, NY (2017)
Jahn, B., Kunz, W.: How to transform consumers into fans of your brand. J. Serv. Manage. 23, 344–361 (2012). https://doi.org/10.1108/09564231211248444
Jung, T.H., Ineson, E.M., Green, E.: Online social networking: Relationship marketing in UK hotels. J. Mark. Manage. 29(3–4), 393–420 (2012). https://doi.org/10.1080/0267257x.2012.732597
Kandampully, J., Zhang, T.C., Bilgihan, A.: Customer loyalty: a review and future directions with a special focus on the hospitality industry. Int. J. Contemp. Hosp. M. 27(3), 379–414 (2015). https://doi.org/10.1108/ijchm-03-2014-0151
Kara, S.K.A.: Online word-of-mouth communication on social networking sites. Int. J. Commer. Manage. 25(1), 2–20 (2015). https://doi.org/10.1108/ijcoma-11-2012-0070
Katz, E.: Mass communication research and the study of culture. Stud. Public Commun. 2, 1–6 (1959)
Khare, A., Labrecque, L.I., Asare, A.K.: The assimilative and contrastive effects of word-of-mouth volume: an experimental examination of online consumer ratings. J. Retail. 87(1), 111–126 (2011). https://doi.org/10.1016/j.jretai.2011.01.005
Kotler, P., Armstrong, G.: Principles of marketing, 17th edn. Pearson Prentice Hall, New Jersey (2018)
Lee, H., Choi, S.Y., Kang, Y.S.: Formation of E-Satisfaction and repurchase intention: moderating roles of computer self-efficacy and computer anxiety. Expert Syst. Appl. 36, 7848–7859 (2009). https://doi.org/10.1016/j.eswa.2008.11.005
Lee, Y.-C., Wang, Y.-C., Lu, S.-C., Hsieh, Y.-F., Chien, C.-H., Tsai, S.-B., Dong, W.: An empirical research on customer satisfaction study: a consideration of different levels of performance. SpringerPlus 5, 1577 (2016). https://doi.org/10.1186/s40064-016-3208-z
Matos, C.A., Rossi, C.A.: Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. J. Acad. Mark. Sci. 36, 578–596 (2008). https://doi.org/10.1007/s11747-008-0121-1
Mittal, B.: A comparative analysis of four scales of consumer involvement. Psychol. Mark. 12(7), 663–682 (1995). https://doi.org/10.1002/mar.4220120708
Mittal, B., Lee, M.-S.: A causal model of consumer involvement. J. Econ. Psychol. 10(3), 363–389 (1989). https://doi.org/10.1016/0167-4870(89)90030-5
Murdough, C.: Social media measurement. J. Interact. Advert. 10(1), 94–99 (2009). https://doi.org/10.1080/15252019.2009.10722165
Nielsen.: Nielsen Social Media Report. http://www.nielsen.com/us/en/insights/reports/2017/2016-nielsen-social-media-report.html (2017). Accessed 19 January 2018
Oliver, R.L.: A cognitive model for the antecedents and consequences of satisfaction. J. Mark. Res. 17(4), 460–469 (1980). https://doi.org/10.2307/3150499
Oliver, R.L.: Satisfaction: a Behavioral Perspective on the Consumer. Irwin/McGraw-Hill, New York (1997)
Oliver, R.L.: Whence consumer loyalty. J. Mark. 63, 33–44 (1999). https://doi.org/10.2307/1252099
Oliver, R.L., Swan, J.E.: Customer perceptions of interpersonal equity and satisfaction in transactions. J. Mark. 53(2), 21–35 (1989). https://doi.org/10.2307/1251411
Pappas, I.O., Pateli, A.G., Giannakos, A.G., Chrissikopoulos, V.: Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. Int. J. Retail Distrib. Manag. 42(3), 187–204 (2014). https://doi.org/10.1108/ijrdm-03-2012-0034
Payne, A.F., Storbacka, K., Frow, P.: Managing the Co-Creation of value. J. Acad. Mark. Sci. 36(1), 83–96 (2008). https://doi.org/10.1007/s11747-007-0070-0
Prahalad, C.K., Ramaswamy, V.: Co-creation of experiences: the next practice in value creation. J. Interact. Mark. 18(3), 5–14 (2004). https://doi.org/10.1002/dir.20015
Reichheld, F., Sasser, W.: Zero defection: quality comes to services. Harvard Bus. Rev. Sept-Oct, 105–111 (1990)
See-To, E.W.K., Ho, K.K.W.: Value co-creation and purchase intention in social network sites: the role of electronic word-of-mouth and trust – a theoretical analysis. Comput. Human Behav. 31, 182–189 (2014). https://doi.org/10.1016/j.chb.2013.10.013
Srinivasan, S.S., Anderson, R., Ponnavolu, K.: Customer loyalty in ecommerce: an exploration of its antecedents and consequences. J. Retail. 78(1), 41–50 (2002). https://doi.org/10.1016/s0022-4359(01)00065-3
Vargo, S.L., Lusch, R.F.: Evolving to a new dominant logic for marketing. J. Mark. 68(1), 1–17 (2004). https://doi.org/10.1509/jmkg.68.1.1.24036
Vargo, S.L., Lusch, R.F.: Why Service? J. Acad. Mark. Sci. 36(1), 25–38 (2008). https://doi.org/10.1007/s11747-007-0068-7
Vargo, S.L., Lusch, R.F.: Institutions and axioms: an extension and update of service-dominant logic. J. Acad. Mark. Sci. 44(1), 5–23 (2016). https://doi.org/10.1007/s11747-015-0456-3
Verma, V., Sharma, D., Sheth, J.J.: Does relationship marketing matter in online retailing? A meta-analytic approach. J. Acad. Mark. Sci. 44(2), 206–217 (2016). https://doi.org/10.1007/s11747-015-0429-6
Vivek, S.: A scale of consumer engagement. Dissertation, University of Alabama Tuscaloosa, Alabama (2009)
Wirtz, J., Den Ambtman, A., Bloemer, J., Horvath, C., Ramaseshan, B., Van de Klundert, J., Canli, Z.G., Kandampully, J.: Managing brands and customer engagement in online brand communities. J. Serv. Manag. 24(3), 223–244 (2013). https://doi.org/10.1108/09564231311326978
Yi, Y., Jeon, H.: Effects of loyalty programs on value perception, program loyalty and brand loyalty. J. Acad. Mark. Sci. 33(3), 229–240 (2003). https://doi.org/10.1177/0092070303031003002
Zaichkowsky, J.L.: Measuring the involvement construct. J. Consum. Res. 12(3), 341–362 (1985). https://doi.org/10.1086/208520
Zaichkowsky, J.L.: The personal involvement inventory: reduction, revision, and application to advertising. J. Advert. 23(4), 59–70 (1994). https://doi.org/10.1080/00913367.1943.10673459
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer Nature Switzerland AG
About this paper
Cite this paper
Vinerean, S., Opreana, A. (2018). Key Predictors of Customer Loyalty for Facebook Brand Pages. Empirical Research on Social Media Marketing. In: Orăștean, R., Ogrean, C., Mărginean, S. (eds) Innovative Business Development—A Global Perspective. IECS 2018. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-01878-8_36
Download citation
DOI: https://doi.org/10.1007/978-3-030-01878-8_36
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-01877-1
Online ISBN: 978-3-030-01878-8
eBook Packages: Economics and FinanceEconomics and Finance (R0)