Enhance Customer Engagement via Facebook Fanpage for Increased Purchase Intentions: Case of eWallet

Mansi Gupta and Alka Sharma
Additional contact information
Mansi Gupta: University of Jammu, India
Alka Sharma: University of Jammu, India

International Journal of Online Marketing (IJOM), 2021, vol. 11, issue 1, 62-77

Abstract: In recent times, social media has become a preferred marketing communication platform by the organisations with the consumers exhibiting an increased inclination towards the adaptation of this media. This paradigm shift justifies the positioning of brands in digital media platforms like Facebook, which provide an ideal platform for direct non-stop communication between organisations and customers. This builds a strong association between brands and consumers thereby generating brand trust through the sharing of consumer experiences and a positive word of mouth. Consumers do not make hasty decisions where there is the involvement of money, therefore trust plays a huge role in the usage of the services provided by eWallets. This study aims to investigate the effect of customer engagement through Facebook fan page usage on brand trust and purchase intentions. Results have revealed that consumer engagement through Facebook fan page usage generates trust for the eWallet brand in turn affecting purchase intentions indicating that Facebook fan pages can be utilised as an effective marketing tool.

Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 4018/IJOM.2021010104 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:11:y:2021:i:1:p:62-77

Access Statistics for this article

International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

More articles in International Journal of Online Marketing (IJOM) from IGI Global
Bibliographic data for series maintained by Journal Editor ().