Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/206373 
Erscheinungsjahr: 
2017
Quellenangabe: 
[Journal:] BRQ Business Research Quarterly [ISSN:] 2340-9436 [Volume:] 20 [Issue:] 4 [Publisher:] Elsevier España [Place:] Barcelona [Year:] 2017 [Pages:] 258-274
Verlag: 
Elsevier España, Barcelona
Zusammenfassung: 
Creating and developing a firm-hosted virtual brand community forms part of a relationship marketing strategy; therefore, it makes sense to evaluate its effectiveness in terms of relational outcomes. In an attempt to know how marketers can foster the relationship with the brand through virtual communities, we posit and estimate a model of relational efficacy for a firm-managed Facebook brand page (FBP) in which the brand posts created by the firm influence the behavioural engagement of individual users through the utilitarian and hedonic values derived from their interactive experiences within the FBP. The findings highlight that information posts stimulate user behavioural engagement through the utilitarian experiential route. Aside from any experiential route and adopting a more direct path, interaction posts are the main drivers of engagement behaviour. Image posts contribute towards the perception of utility, but in no way affect engagement. Finally, in order to gain a deeper insight, we explore the moderating effect of user brand purchase intensity on the relations posited in the model."
Schlagwörter: 
Facebook brand page
Brand post content
Experiential value
User behavioural engagement
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Dokumentart: 
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