Consumer's Participation on Brand Pages on Facebook

Bianca Mitu () and Diego Oswaldo Camacho Vega ()
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Bianca Mitu: College of Management, National University of Political Studies and Public Administration
Diego Oswaldo Camacho Vega: Universidad Autónoma de Baja California

Management Dynamics in the Knowledge Economy, 2014, vol. 2, issue 4, 87-106

Abstract: The focus of this study is to analyze consumer's participation and communication in the online brand communities on Facebook. This type of brand community represents a subgroup of virtual communities, which is known as communities of consumption or fan clubs (Kozinets, 1999; Szmigin et al., 2005). Understanding consumer relationships in such communities is important for the success of both the brand and the community. The aim of our study is to investigate how and in what sense consumers participate and communicate with one another via online brand communities, so as to explore the nature of the consumer's participation on brand pages on Facebook. Also, we aim to investigate the importance of the Facebook fan page as a tool for a company's business strategy. n order to investigate all these different aspects, a quantitative audience research was conducted, using a structured questionnaire.

Keywords: brand; online brand communities; fan page; Facebook; business strategy; Romania (search for similar items in EconPapers)
Date: 2014
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