Effect of Firms’ Fan Page Strategy on User Engagement

Organisations continue to invest in fan pages on social media platforms to improve user engagement. However, less than 1% of fans actively engage with brands online (Nelson-Field et al., 2012). Though a firm fan page has become an integral part of any firm’s social media strategy, we are yet to understand how firms’ fan page strategies affect user engagement on social media platforms. The diversity of firms’ business, user’s motivation for engagement and functionalities of social media platforms have made it challenging to manage the fan pages. This research proposes a framework and outlines a content and timing strategy for firm fan pages to increase user engagement. Practice theory and uses and gratification theory are adopted to conceptualise the relationships between firm strategy and user engagement. A quantitative content analysis is designed to empirically validate the research model.

[1]  David Godes,et al.  Introduction to the Special Issue - Social Media and Business Transformation: A Framework for Research , 2013, Inf. Syst. Res..

[2]  Alain Pinsonneault,et al.  Firm's Social Media Efforts, Consumer Behavior, and Firm Performance , 2014, ICIS.

[3]  Nan Zhou,et al.  How do brand communities generate brand relationships? Intermediate mechanisms , 2012 .

[4]  Kerk F. Kee,et al.  Being Immersed in Social Networking Environment: Facebook Groups, Uses and Gratifications, and Social Outcomes , 2009, Cyberpsychology Behav. Soc. Netw..

[5]  Dennis A. Pitta,et al.  Customers' relational models as determinants of customer engagement value , 2014 .

[6]  J. Berbegal‐Mirabent,et al.  Factors influencing popularity of branded content in Facebook fan pages , 2014 .

[7]  A. Muñiz,et al.  How Brand Community Practices Create Value , 2009 .

[8]  E. Katz,et al.  The Uses of Mass Communications: Current Perspectives on Gratifications Research. Sage Annual Reviews of Communication Research Volume III. , 1975 .

[9]  Ashish Kumar,et al.  The Effect of Customers' Social Media Participation on Customer Visit Frequency and Profitability: An Empirical Investigation , 2013, Inf. Syst. Res..

[10]  Carol Stoak Saunders,et al.  The Social Construction of Meaning: An Alternative Perspective on Information Sharing , 2003, Inf. Syst. Res..

[11]  Francois Gossieaux,et al.  The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media , 2010 .

[12]  Dirk Lewandowski,et al.  A three-year study on the freshness of web search engine databases , 2008, J. Inf. Sci..

[13]  Linda L. Price,et al.  Why Consumers Engage in Virtual New Product Developments Initiated by Producers , 2015 .

[14]  K. Pauwels,et al.  Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site , 2009 .

[15]  Richard L. Daft,et al.  Organizational information requirements, media richness and structural design , 1986 .

[16]  Peeter W. J. Verlegh,et al.  The Firm's Management of Social Interactions , 2005 .

[17]  Starr Roxanne Hiltz,et al.  Structuring computer-mediated communication systems to avoid information overload , 1985, CACM.

[18]  Jennifer Preece,et al.  The top five reasons for lurking: improving community experiences for everyone , 2004, Comput. Hum. Behav..

[19]  Tom Chen,et al.  Exploring positively- versus negatively-valenced brand engagement: a conceptual model , 2014 .

[20]  Chang-Hoan Cho,et al.  INTERNET USES AND GRATIFICATIONS: A Structural Equation Model of Interactive Advertising , 2005 .

[21]  David C. Yen,et al.  Understanding the perceived community value of Facebook users , 2014, Comput. Hum. Behav..

[22]  Tracy L. Tuten,et al.  Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement , 2015 .

[23]  Catherine Tucker,et al.  Active Social Media Management: The Case of Health Care , 2012, Inf. Syst. Res..

[24]  Thomas E. Ruggiero.  Uses and Gratifications Theory in the 21st Century , 2000 .

[25]  Kevin K. W. Ho,et al.  Engaging and Developing the Community Through Social Media: A Pragmatic Analysis in Policing Context in Hong Kong , 2014 .

[26]  Kathleen M. Carley,et al.  Understanding online firestorms: Negative word-of-mouth dynamics in social media networks , 2014 .

[27]  Tammo H. A. Bijmolt,et al.  Analytics for Customer Engagement , 2010 .

[28]  Samer Faraj,et al.  Why Should I Share? Examining Social Capital and Knowledge Contribution in Electronic Networks of Practice , 2005, MIS Q..

[29]  Angella J. Kim,et al.  Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand , 2012 .

[30]  B. Gu,et al.  First Step in Social Media - Measuring the Influence of Online Management Responses on Customer Satisfaction , 2011 .

[31]  Paul Jen-Hwa Hu,et al.  Predicting Adoption Probabilities in Social Networks , 2012, Inf. Syst. Res..

[32]  Joon Koh,et al.  Knowledge sharing in virtual communities: an e-business perspective , 2004, Expert Syst. Appl..

[33]  D. Melé,et al.  Corporate Social Responsibility Theories: Mapping the Territory , 2004 .

[34]  J. McAlexander,et al.  Building Brand Community , 2002 .

[35]  P. Leeflang,et al.  Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing , 2012 .

[36]  Xiaohua Zeng,et al.  Social Ties and User Content Generation: Evidence from Flickr , 2013, Inf. Syst. Res..

[37]  Mary J. Culnan,et al.  How Large U.S. Companies Can Use Twitter and Other Social Media to Gain Business Value , 2010, MIS Q. Executive.

[38]  Arvind K. Tripathi,et al.  Pacific Asia Conference on Information Systems ( PACIS ) 2015 Customer and Firm Interactions on Social Media , 2017 .

[39]  R. Daft,et al.  Information Richness. A New Approach to Managerial Behavior and Organization Design , 1983 .

[40]  Khim-Yong Goh,et al.  Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content , 2013, Inf. Syst. Res..

[41]  Thomas B. Sheridan,et al.  Man-machine systems;: Information, control, and decision models of human performance , 1974 .

[42]  Peter H. Reingen,et al.  Social Ties and Word-of-Mouth Referral Behavior , 1987 .

[43]  Florian Michahelles,et al.  Online engagement factors on Facebook brand pages , 2013, Social Network Analysis and Mining.

[44]  Andreas Reckwitz.  Toward a Theory of Social Practices , 2002 .

[45]  Atreyi Kankanhalli,et al.  Contributing Knowledge to Electronic Knowledge Repositories: An Empirical Investigation , 2005, MIS Q..