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Say yes to Facebook and get your customers involved! Relationships in a world of social networks

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  • Pereira, Hélia Gonçalves
  • de Fátima Salgueiro, Maria
  • Mateus, Inês

Abstract

This article investigates the role of Facebook in the establishment of relationships between brands and their fans, extending the link between relationship marketing and online consumer behavior. We explore what drives a user to connect with a brand profile on Facebook, to participate and interact with the community, and to share content published by brands on their own personal walls. To understand this relationship, we employed both qualitative and quantitative research techniques. The qualitative study was based on in-depth interviews of online marketing specialists and on a focus group comprised of Facebook users who were brand followers. The quantitative study was based on a structured questionnaire, which gathered responses from 650 Facebook brand followers. Results show that while Facebook users are willing to connect to brands on Facebook, they do not seem to interact or to frequently share brand content themselves. As a consequence, brands must strategize to establish a relationship with their brand profile fans.

Suggested Citation

  • Pereira, Hélia Gonçalves & de Fátima Salgueiro, Maria & Mateus, Inês, 2014. "Say yes to Facebook and get your customers involved! Relationships in a world of social networks," Business Horizons, Elsevier, vol. 57(6), pages 695-702.
    • Handle: RePEc:eee:bushor:v:57:y:2014:i:6:p:695-702
    DOI: 10.1016/j.bushor.2014.07.001
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    References listed on IDEAS

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    Cited by:

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    4. Pechrová, M. & Lohr, V. & Havlíček, Z., 2015. "Social Media for Organic Products Promotion," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 7(1), pages 1-10, March.
    5. Reimer, Thomas, 2023. "Environmental factors to maximize social media engagement: A comprehensive framework," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Silvia Blasi & Lorenzo & Silvia Rita Sedita, 2019. "Eco-friendliness and fashion perceptual attributes of fashion brands: an analysis of consumers’ perceptions based on Twitter data," "Marco Fanno" Working Papers 0237, Dipartimento di Scienze Economiche "Marco Fanno".
    7. Luisa Bosetti, 2015. "Engaging stakeholders through Facebook. The case of Global Compact LEAD participants," Proceedings of Business and Management Conferences 3005158, International Institute of Social and Economic Sciences.
    8. Zoha RAHMAN & SUBERAMANIAN & MOGHAVVEMI, 2017. "The Impact of Social Media Engagement Metrics on Purchase Intention: A Study on Brand Fan Page Followers," Book chapters-LUMEN Proceedings, in: Camelia IGNATESCU & Antonio SANDU & Tomita CIULEI (ed.), Rethinking Social Action. Core Values in Practice, edition 1, volume 1, chapter 61, pages 665-681, Editura Lumen.
    9. Wondwesen Tafesse & Anders Wien, 2017. "A framework for categorizing social media posts," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1284390-128, January.
    10. Busalim, Abdelsalam H. & Ghabban, Fahad & Hussin, Ab Razak Che, 2021. "Customer engagement behaviour on social commerce platforms: An empirical study," Technology in Society, Elsevier, vol. 64(C).
    11. Venciute, Dominyka & Mackeviciene, Ieva & Kuslys, Marius & Correia, Ricardo Fontes, 2023. "The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    12. Yunwei Cai & Byung-Ryul Bae, 2023. "Antecedents of Engagement within Online Sharing Economy Communities," Sustainability, MDPI, vol. 15(10), pages 1-16, May.

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