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How virtual brand community traces may increase fan engagement in brand pages

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  • Rosenthal, Benjamin
  • Brito, Eliane P.Z.

Abstract

Brand pages in social media are a great way to foster consumer gathering around a brand, but it can be challenging to keep fans engaged and coming back to see updated content. Brands with millions of fans on Facebook have seen organic reach fall below 2% of their base. In this article, we describe how the creation of virtual brand communities can help brand managers increase fan engagement. We suggest the steps, conditions, advantages, and limitations involved in nurturing a brand page as an online social gathering that assumes some of the characteristics of a virtual brand community. The results of our study show that a brand page can have some of the characteristics of a virtual brand community—topical information exchange, identity communication, and establishment and internalization of cultural norms. We also show the importance of having celebrities among fans in order to foster social interactions and legitimate social practices on brand pages.

Suggested Citation

  • Rosenthal, Benjamin & Brito, Eliane P.Z., 2017. "How virtual brand community traces may increase fan engagement in brand pages," Business Horizons, Elsevier, vol. 60(3), pages 375-384.
    • Handle: RePEc:eee:bushor:v:60:y:2017:i:3:p:375-384
    DOI: 10.1016/j.bushor.2017.01.009
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    4. Kirtika Deo & Abhnil Amtesh Prasad, 2020. "Evidence of Climate Change Engagement Behaviour on a Facebook Fan-Based Page," Sustainability, MDPI, vol. 12(17), pages 1-16, August.
    5. de Almeida, Stefânia Ordovás & Scaraboto, Daiane & dos Santos Fleck, João Pedro & Dalmoro, Marlon, 2018. "Seriously Engaged Consumers: Navigating Between Work and Play in Online Brand Communities," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 29-42.
    6. Mei-Hui Chen & Kune-Muh Tsai, 2020. "An Empirical Study of Brand Fan Page Engagement Behaviors," Sustainability, MDPI, vol. 12(1), pages 1-19, January.

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