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The Values of Virtual Brand Community Engagement of Facebook Brand Page

Author

Listed:
  • Zhang Jing

    (School of Management, Huazhong University of Science and Technology, China)

  • Heang Sotheara

    (School of Management, Huazhong University of Science and Technology, China)

  • Mom Virak

    (College of Public Administration, Huazhong University of Science and Technology, China)

Abstract

Findings from both virtual brand community (VBC) behaviors provided a good reference, which informs a strategic direction to boost brand performance. The results examined different motives, which were likely to promote VBC participation, and were extended to the degree of VBC engagement. Both passive and active engagement results varied across community types, yet they both created significant brand loyalty and satisfaction providing theoretical and managerial implication into branding literature. The findings from this study offered interesting attention toward the two adopted online engagement behaviors. Passive participation is partially contributed to providing marketing managers a general overview about the nature of lurkers, while active participants have the potential power to convert passive members into the active ones.

Suggested Citation

  • Zhang Jing & Heang Sotheara & Mom Virak, 2017. "The Values of Virtual Brand Community Engagement of Facebook Brand Page," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 3(2), pages 17-30, January.
    • Handle: RePEc:mgs:ijmsba:v:3:y:2017:i:2:p:17-30
    DOI: 10.18775/ijmsba.1849-5664-5419.2014.32.1002
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    Citations

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    Cited by:

    1. Afi Fouad El & Ouiddad Smail, 2021. "Consumer engagement in value co-creation within virtual video game communities," Management & Marketing, Sciendo, vol. 16(4), pages 370-386, December.

    More about this item

    Keywords

    Virtual Brand Community (VBC); Passive Behavior (PB); Active Behavior (AB); Brand Loyalty (BL); Brand Satisfaction (BS);
    All these keywords.

    JEL classification:

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

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