IDEAS home Printed from https://ideas.repec.org/a/bbl/journl/v27y2024i4p192-210.html
   My bibliography  Save this article

Customer engagement in Facebook brand communities: A case study from automotive in the Czech Republic

Author

Listed:
  • Ludvik Eger

    (University of West Bohemia)

  • Liuba Turchyn

    (University of West Bohemia)

Abstract

Social media is a valuable medium for customer engagement, maintaining existing customers and for acquiring prospective customers. Social media platforms are increasingly adopted as strategic communication tools for building brand equity and consumer engagement. The main objective of this study is to examine the roles of company-created content on Facebook in enhancing brand visibility and interaction between brand and consumer response. In this study, four official Facebook profiles from automotive brands were collected and surveyed and then the data were analyzed in detail using content analysis. Evaluation using the uses and gratification theory and the application of correspondence analysis of content related to the consumer’s point of view brings new insights to brand communication using social media. The findings document how selected categories according to user gratification theory influence users’ engagement. Both quantitative analysis of brand communication via Facebook and a qualitative survey of the posts with top engagement show differences in the marketing strategy of automotive brands in their social media communication. The findings of best-published posts could also be used as an example for benchmarking. The research provides a theoretical and practical understanding of social media marketing that can guide managers’ decision-making when developing and improving their social media marketing activities focused on brand communities.

Suggested Citation

  • Ludvik Eger & Liuba Turchyn, 2024. "Customer engagement in Facebook brand communities: A case study from automotive in the Czech Republic," E&M Economics and Management, Technical University of Liberec, Faculty of Economics, vol. 27(4), pages 192-210, December.
  • Handle: RePEc:bbl:journl:v:27:y:2024:i:4:p:192-210
    DOI: 10.15240/tul/001/2024-4-012
    as

    Download full text from publisher

    File URL: https://doi.org/10.15240/tul/001/2024-4-012
    Download Restriction: no

    File URL: https://libkey.io/10.15240/tul/001/2024-4-012?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Kumar, Jitender & Kumar, Vikas, 2020. "Drivers of brand community engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    2. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
    3. Kulikovskaja, Viktorija & Hubert, Marco & Grunert, Klaus G. & Zhao, Hong, 2023. "Driving marketing outcomes through social media-based customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Matti J. Haverila & Kai Haverila & Caitlin McLaughlin & Mehak Arora, 2023. "The influence of the number of brand community memberships on customer centric measures," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 5-20, March.
    2. Elena Bonel & Mauro Capestro & Eleonora Di Maria, 2023. "How COVID-19 impacted cultural consumption: an explorative analysis of Gen Z’s digital museum experiences," Italian Journal of Marketing, Springer, vol. 2023(2), pages 135-160, June.
    3. Rand Al-Dmour & Ola H. Alkhatib & Hani Al-Dmour & Eatedal Basheer Amin, 2023. "The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices," SAGE Open, , vol. 13(2), pages 21582440231, June.
    4. Roger Silva Wegner & Deoclécio Junior Cardoso Silva & Claudimar Pereira Veiga & Vania Fátima Barros Estivalete & Vanessa Piovesan Rossato & Michel Barboza Malheiros, 2024. "Performance analysis of social media platforms: evidence of digital marketing," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 599-610, September.
    5. Qayyum, Abdul & Jamil, Raja Ahmed & Shah, Adnan Muhammad & Lee, KangYoon, 2023. "Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Raffeq S. Alim, 2025. "Marketing Strategy Transformation of Micro-Small and Medium Enterprises in Bangsamoro Autonomous Region in Muslim Mindanao: A Convergent Design," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 12(1), pages 614-631, January.
    7. Abdulwahed Nasser M Alharkan & Edyta Wolny-Abouelwafa & Ashwaq Althowibi & Hana Khalid Alhumaid & Amera Alharbi & Haifa Alghamdi & Shahla Abu Zahra, 2024. "Exploring EFL Teachers’ Perspectives on the Role of Social Media for Building Trust in the Workplace," World Journal of English Language, Sciedu Press, vol. 14(6), pages 405-405, November.
    8. Effrosyni Bitakou & Sotirios Karetsos & Filotheos Ntalianis & Maria Ntaliani & Constantina Costopoulou, 2023. "Evaluating Social Media Marketing in the Greek Winery Industry," Sustainability, MDPI, vol. 16(1), pages 1-22, December.
    9. Wasib Latif, 2022. "Determinants of Hotel Brand Image: A Unified Model of Customer-Based Brand Equity," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 13(1), pages 1-20, January.
    10. Deli Yuan & Muhammad Khalilur Rahman & Md. Abu Issa Gazi & Md. Atikur Rahaman & Mohammad Mainul Hossain & Shaharin Akter, 2021. "Analyzing of User Attitudes Toward Intention to Use Social Media for Learning," SAGE Open, , vol. 11(4), pages 21582440211, November.
    11. Wong, Amy, 2023. "How social capital builds online brand advocacy in luxury social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    12. Hofstetter, Reto & Gollnhofer, Johanna Franziska, 2024. "The creator’s dilemma: Resolving tensions between authenticity and monetization in social media," International Journal of Research in Marketing, Elsevier, vol. 41(3), pages 427-435.
    13. He, Yuanqiong & Zhou, Qi & Canfield, Jessica & Yuan, Hong, 2024. "Not all friends are created equal: The effect of friendship type on performance of shared native ads on social media," Journal of Business Research, Elsevier, vol. 183(C).
    14. Raza, Ali & Ishaq, Muhammad Ishtiaq & Khan, Ayesha & Ahmad, Rehan & Haj Salem, Narjes, 2023. "How fashion cewebrity influences customer engagement behavior in emerging economy? Social network influence as moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    15. Francisco J. Martínez-López & Rocío Aguilar-Illescas & Sebastián Molinillo & Rafael Anaya-Sánchez & J. Andres Coca-Stefaniak & Irene Esteban-Millat, 2021. "The Role of Online Brand Community Engagement on the Consumer–Brand Relationship," Sustainability, MDPI, vol. 13(7), pages 1-17, March.
    16. Kumar, Vikas & Kaushal, Vikrant & Shashi,, 2023. "Role of customer perceived brand ethicality in inducing engagement in online brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    17. Fraccastoro, Sara & Gabrielsson, Mika & Pullins, Ellen Bolman, 2021. "The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs," International Business Review, Elsevier, vol. 30(4).
    18. Rizzo, Cristian & Baima, Gabriele & Janovská, Kamila & Bresciani, Stefano, 2025. "Navigating the uncertainty path of virtual influencers: Empirical evidence through a cultural lens," Technological Forecasting and Social Change, Elsevier, vol. 210(C).
    19. Agnieszka Izabela Baruk & Mateusz Grzesiak, 2020. "Cooperation between Final Purchasers and Offerors in the Online and Offline Environments vs. the Benefits Derived by Active Purchasers," Sustainability, MDPI, vol. 12(24), pages 1-23, December.
    20. Iasmina-Iulia Gradinescu & Elena Bostanica & Mihai Orzan, 2023. "The Impact of New Technologies on the Future of Marketing: the Challenges of Adopting Artificial Intelligence-Generated Influencers in Marketing Strategies. Is the Romanian Market Ready for this Emerg," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 617-620, August.

    More about this item

    Keywords

    Social media; brand community; engagement rate; uses and gratification theory; dialogic communication;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    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:bbl:journl:v:27:y:2024:i:4:p:192-210. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Vendula Pospisilova (email available below). General contact details of provider: https://edirc.repec.org/data/hflibcz.html .

    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.