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Virtual Community Engagement on Facebook Brand Page

Author

Listed:
  • Zhang Jing

    (Huazhong University of Science and Technology, China)

  • Heang Sotheara

    (Huazhong University of Science and Technology, China)

  • Mom Virak

    (Huazhong University of Science and Technology, China)

Abstract

The behavior of consumers in virtual community varies according to the types of the community they feel belonged to. The study may not only be conducted to understand what drives consumers to participate in the virtual brand community but may also seek to understand how members could get themselves with the community. The finding indicates that hedonic benefit is the strongest stimulus, which links to higher engagement. Though economic motive and product learning are not found to have a significant effect on sharing and commenting behavior; they are considered inherent. From theoretical contribution, the papers also provide strategic marketing directions to promote virtual community engagement.

Suggested Citation

  • Zhang Jing & Heang Sotheara & Mom Virak, 2016. "Virtual Community Engagement on Facebook Brand Page," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 2(1), pages 7-13, November.
    • Handle: RePEc:mgs:jibrme:v:2:y:2016:i:1:p:7-13
    DOI: 10.18775/jibrm.1849-8558.2015.21.3001
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    More about this item

    Keywords

    Virtual Brand Community; Engagement Behavior; Facebook;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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