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Towards an Understanding of the Intention to Engage on Facebook

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Diep Ngoc Nguyen

    (Tokyo International University)

  • Nora Sharkasi

    (Tokyo International University)

Abstract

Facebook is attracting marketers’ attention as a productive tool for generating successful marketing campaigns. Understanding the aspects influencing customers’ intention to purchase was thoroughly examined in the literature. Nevertheless, the relationship between the intention to purchase and the intention to engage is still largely understudied. The objective of this study is to explore possible relationships between the components of the latent dependent variable, individual intention to engage on Facebook (FB), and the components of the latent independent variables; crowd’s engagement, cognitive and affective trust components, and order-related risk factors, by using a five-point anchored scale of the intention to purchase for measurement. The results showed that the crowd’s engagement behavior is positively associated to the intention to follow a brand’s FB page, while financial risk found to be negatively associated to the intention to share or like a brand’s FB content. Results also suggested it could be a good practice to avoid symbols and emoji’s in the advert’s primary text, and that trusted FB friends’ engagement behavior is positively related to the intention to comment, making it a suitable candidate for harboring e-WoM. This study helps practitioners identify important factors for the success of digital marketing campaigns.

Suggested Citation

  • Diep Ngoc Nguyen & Nora Sharkasi, 2021. "Towards an Understanding of the Intention to Engage on Facebook," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & David López López (ed.), Advances in Digital Marketing and eCommerce, pages 62-73, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76520-0_7
    DOI: 10.1007/978-3-030-76520-0_7
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