Document Type

Journal Article

Department/Unit

Department of Finance and Decision Sciences

Title

Investigating customers' satisfaction with brand pages in social networking sites

Language

English

Abstract

The brand page is a popular business application of Social Networking Sites (SNS) that allows companies to create added values for their brand and customers. Studies have shown that satisfied followers of a brand page are more likely to spread positive word of mouth about the brand to connected friends. However, most current research on brand pages is essentially descriptive and lack clear understanding about what factors contribute to customers ‘satisfaction with brand pages. This study relies on the Customer Value Theory, and develops a framework that investigates how multidimensional customer values enhance brand page satisfaction, and how such satisfaction further affects positive word of mouth intention. We use partial least square (PLS), which is a component based structural equation modeling technique, to analyze a survey sample including 375 “followers” of brand pages. The result reveals the significant role of customer value in determining brand page satisfaction and positive word of mouth.

Keywords

Social Networking Site, Brand Page, Customer Value, Satisfaction, Positive Word of Mouth

Publication Date

2015

Source Publication Title

Journal of Computer Information Systems

Volume

55

Issue

2

Start Page

48

End Page

58

Publisher

Taylor & Francis

DOI

10.1080/08874417.2015.11645756

ISSN (print)

08874417

ISSN (electronic)

23802057

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