IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-030-01878-8_36.html
   My bibliography  Save this book chapter

Key Predictors of Customer Loyalty for Facebook Brand Pages. Empirical Research on Social Media Marketing

In: Innovative Business Development—A Global Perspective

Author

Listed:
  • Simona Vinerean

    (Lucian Blaga University of Sibiu)

  • Alin Opreana

    (Lucian Blaga University of Sibiu)

Abstract

The new marketing practices and developments have had incredible impact on consumers’ purchasing process and information-acquisition process, and most notably, social media is changing marketing. The research setting for this paper refers to consumer behavior on social media services, particularly Facebook and consumers’ interactions with brands on this social platform. Through this research, we examine which consumer behavior concept has a higher impact in generating loyalty for the brands consumers interact with on Facebook. Using Automatic Linear Modeling, we forecast and model a target variable (namely, consumer loyalty) based on linear relationships between the target variable and its established predictors (Involvement, Satisfaction, Customer-to-Customer Interactions or electronic-Word-of-Mouth/eWOM, and Consumer Participation). Results show that the variable with the most significant impact on consumers’ loyalty for a particular brand on Facebook is consumer involvement. Based on the findings, we establish various managerial recommendations for online marketing strategies and tactics on social media and we propose future directions for research, aimed at expanding the current study.

Suggested Citation

  • Simona Vinerean & Alin Opreana, 2018. "Key Predictors of Customer Loyalty for Facebook Brand Pages. Empirical Research on Social Media Marketing," Springer Proceedings in Business and Economics, in: Ramona Orăștean & Claudia Ogrean & Silvia Cristina Mărginean (ed.), Innovative Business Development—A Global Perspective, pages 433-449, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-01878-8_36
    DOI: 10.1007/978-3-030-01878-8_36
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-030-01878-8_36. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.