Identifying and responding to customer needs on Facebook fan pages

Aikaterini Manthiou, Lanlung Chiang and Liang (rebecca) Tang
Additional contact information
Aikaterini Manthiou: Pôle Markets, Brands & Experiences - Rouen Business School - Rouen Business School

Post-Print from HAL

Abstract: Understanding the needs or expectations customers aim to pursue is the priority of marketing communications. This study employed a theoretical approach to identify and respond to the needs that consumers seek to satisfy on fan pages. The customer needs were evaluated from functional, hedonic, social, and psychological perspectives. A two-step confirmatory factor analysis was applied. All four of the need components make significant contributions to the overall need on fan pages. Businesses in the food service industry are advised to build an emotional bond with consumers, enhance two-way communication, provide useful information and encourage entertainment on their fan pages.

Keywords: Entertainment; fan pages; information source; social identity; socializing (search for similar items in EconPapers)
Date: 2013-07
References: Add references at CitEc
Citations: View citations in EconPapers (7)

Published in International Journal of Technology and Human Interaction, 2013, Vol. 9 (n° 3), pp. 36-52. ⟨10.4018/jthi.2013070103⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:hal:journl:hal-00914875

DOI: 10.4018/jthi.2013070103

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().