The Values of Virtual Brand Community Engagement of Facebook Brand Page

Zhang Jing, Heang Sotheara and Mom Virak
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Zhang Jing: School of Management, Huazhong University of Science and Technology, China
Heang Sotheara: School of Management, Huazhong University of Science and Technology, China
Mom Virak: College of Public Administration, Huazhong University of Science and Technology, China

International Journal of Management Science and Business Administration, 2017, vol. 3, issue 2, 17-30

Abstract: Findings from both virtual brand community (VBC) behaviors provided a good reference, which informs a strategic direction to boost brand performance. The results examined different motives, which were likely to promote VBC participation, and were extended to the degree of VBC engagement. Both passive and active engagement results varied across community types, yet they both created significant brand loyalty and satisfaction providing theoretical and managerial implication into branding literature. The findings from this study offered interesting attention toward the two adopted online engagement behaviors. Passive participation is partially contributed to providing marketing managers a general overview about the nature of lurkers, while active participants have the potential power to convert passive members into the active ones.

Keywords: Virtual Brand Community (VBC); Passive Behavior (PB); Active Behavior (AB); Brand Loyalty (BL); Brand Satisfaction (BS) (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:mgs:ijmsba:v:3:y:2017:i:2:p:17-30

DOI: 10.18775/ijmsba.1849-5664-5419.2014.32.1002

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