Brand loyalty through love for a brand’s Facebook page: Roles of motivations and personal traits

Jinhee Han and Wi-Suk Kwon

Journal of Global Fashion Marketing, 2022, vol. 13, issue 1, 16-29

Abstract: This study examines how consumers’ motivations influence their love for a brand’s Facebook page and brand loyalty. The role that consumers’ opinion leadership and opinion seeking traits play in driving these motivations was also examined. Results from an online survey with 260 college students revealed that consumers’ self-presentation and self-expressive motivations were significant predictors of consumers’ love for a brand’s Facebook page, which in turn positively influenced brand loyalty. Further, consumers’ opinion seeking trait positively influenced self-presentation motivation, whereas their opinion leadership trait negatively influenced self-expressive motivation. Managerial and theoretical implications are discussed.

Date: 2022
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DOI: 10.1080/20932685.2021.1947149

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