Customer Engagement in Facebook Brand Pages

Abstract

This study aims to provide a theoretical model explaining the role of customer engagement in building relationships with customers in the realm of Facebook Brand Pages (FBPs). The data were collected using a convenience sample of 201 undergraduate Facebook users in Sri Lanka. Then, the data were analysed with Structural Equation Modelling (SEM) in AMOS 21 statistical software. The study found that customer engagement with the FBPs was motivated by the information, entertainment, and social interaction values associated with the FBP. Further, the findings highlighted that customer engagement had a positive influence on brand trust. Moreover, the study found a positive linkage between information value and brand trust. Additionally, the data analysis revealed that the relationship between information value and brand trust was partially mediated through customer engagement. Further, findings confirmed a full mediation effect of customer engagement in the relationship between social interaction and brand trust. As such, the study contributes to the literature by providing a model of how values associated with FBPs are likely to result in customer engagement and, further, how customer engagement results in brand trust.