Cultivating the brand-customer relationship in Facebook fan pages: a study of fast- fashion industry

Article

Chang, S. and Fan, S. 2017. Cultivating the brand-customer relationship in Facebook fan pages: a study of fast- fashion industry. International Journal of Retail & Distribution Management. 45 (3), pp. 253-270. https://doi.org/10.1108/IJRDM-05-2016-0076
TypeArticle
TitleCultivating the brand-customer relationship in Facebook fan pages: a study of fast- fashion industry
AuthorsChang, S. and Fan, S.
Abstract

Purpose: The study is to examine determinants of continuous brand-customer relationship via company-hosted SNSs (social networking sites). Factors that influence fans to continue using fast-fashion brands' Facebook fan pages and to maintain the brand-customer relationship are firstly discussed. Subsequently, predictors of fans' engagement and affective commitment to a fast-fashion brand are examined with aim to explore key elements which nurture brand-customer relationship via brands' SNSs.
Design/methodology/approach: Quantitative research was conducted and structural equation modeling was used, to test the hypotheses on a sample of 202 fast-fashion Facebook fan-page users in Taiwan.
Findings: Results demonstrate that engagement, affective commitment and continued intention to use are predominantly influenced by, in turn, social interaction tie, content value and affective commitment.
Research limitations/implications: The study is limited because it investigated the fast-fashion fan page users in on Asian country, so the findings cannot be generalised to other contexts.
Practical implications: Our findings suggest fan page managers' initiation and involvement in conversations, frequent responses, listening to fans' opinions, and improving fans' experiential value may facilitate them to engage in the brand's activities at a higher level.
Originality/value: Findings of this integrated model suggest managerial guidelines for brand managers in this industry regarding how to maintain the brand-customer relationship through social media strategy and they contribute to theory building in continuance intention of SNSs.

KeywordsAffective commitment; Content value; Continued intention to use; Engagement ; Self-image congruence; Social interaction tie
Research GroupStrategic Marketing, Consumer Behaviour and Branding/Identity group
PublisherEmerald Publishing Limited
Journal International Journal of Retail & Distribution Management
ISSN0959-0552
Publication dates
Print13 Mar 2017
Publication process dates
Deposited22 Nov 2016
Accepted15 Nov 2016
Output statusPublished
Accepted author manuscript
Copyright Statement

This is the accepted version of the manuscript "Cultivating the brand-customer relationship in Facebook fan pages: a study of fast- fashion industry", forthcoming/published in the journal "International Journal of Retail & Distribution Management" available via the journal site at: http://dx.doi.org/10.1108/IJRDM-05-2016-0076
This article is © Emerald Publishing Limited and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

Digital Object Identifier (DOI)https://doi.org/10.1108/IJRDM-05-2016-0076
Web of Science identifierWOS:000398043700002
LanguageEnglish
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