How consumers become loyal fans on Facebook

Abstract This study investigates the values consumers want to attain from brand fan pages and how the values and opportunities for co-creation lead to engagement in a fan page, a better customer experience and greater loyalty. A conceptual model is developed to explain the whole process from a consumer becomes a fan, an engaged fan, to a loyal fan. We first use interviews with the laddering technique to discover the values that drive consumers to use a brand fan page. Then, an Internet survey is conducted to collect data and test the proposed model. This study discovers the key values (i.e., self-respect, being well respected, security, warm relationship with others, a sense of accomplishment, self-fulfillment, a sense of belonging, fun and enjoyment of life, convenience, and better service) consumers want to attain from the use of a brand fan page. Furthermore, values and co-creation positively drive consumers to engage in a fan page and further generate better experience. User experience is a determinant of satisfaction and loyalty. The findings can help companies manage their fan pages and understand how to create values for consumers and lead them to be loyal.