Investigating the role of identification for social networking Facebook brand pages

Popp, B and Wilson, B 2018, 'Investigating the role of identification for social networking Facebook brand pages', Computers in Human Behavior, vol. 84, pp. 141-152.


Document type: Journal Article
Collection: Journal Articles

Title Investigating the role of identification for social networking Facebook brand pages
Author(s) Popp, B
Wilson, B
Year 2018
Journal name Computers in Human Behavior
Volume number 84
Start page 141
End page 152
Total pages 12
Publisher Elsevier
Abstract This study highlights the multiple roles of identification in a Facebook context. We differentiate and monitor the impacts of three key targets of identification, specifically, the identification with: a brand's Facebook page, other users of this Facebook brand page, and identification at the conventional consumer-brand level. In this study, the relevance of each target was investigated with its impact on the level of loyalty to a Facebook brand page and word-of-mouth in favor of this page. Another level was examined at the broader brand level with the constructs of brand loyalty and word-of-mouth brand being integrated. The findings clearly illustrate that each target of identification has varying impacts on overall brand loyalty and word-of-mouth. Additionally, in some cases there is more of a mediated effect through loyalty and word-of-mouth towards the brand's social networking page. Future researchers should include separate identification targets in new studies. Also, the inclusion of loyalty and word-of-mouth allows numerous managerial diagnostic benefits to be assessed.
Subject Cognitive Science not elsewhere classified
Keyword(s) Customer loyalty
Facebook
Identification
Partial least squares path modeling
PLS-PM
Social media
DOI - identifier 10.1016/j.chb.2018.01.033
Copyright notice © 2018 Elsevier Ltd. All rights reserved.
ISSN 0747-5632
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