n Management Dynamics : Journal of the Southern African Institute for Management Scientists - The influence of satisfaction on Facebook fan page 'Like' intentions




The widespread adoption of Facebook by consumers, combined with the many opportunities to engage customers by way of this social network, has made Facebook a key component of many firms' marketing strategy. The actual 'Liking' of the brand's fan page on Facebook is an important outcome in the context of a firm's Facebook strategy. Many firms 'coerce' Facebook users to 'Like' the fan page through various strategies; but the marketing value of such 'Likes' is highly questionable. Against this backdrop, the objective of the study was to investigate how different levels of satisfaction with a brand, as factors that could stimulate spontaneous fan-page 'Likes', influence the 'Like' intentions of a brand's fan page. Based on the literature about customer engagement and Facebook mechanics, two Facebook fan-page 'Like' intentions were identified: the behavioural intention to 'Like' the fan page to engage in positive word-of-mouth, and the intention to connect with the brand to receive information. To realise the objective of the study, data were collected from 680 Facebook users. The results of the study showed that brand satisfaction and brand delight together explain 45 percent or more of the two behavioural intentions. The results also emphasised the importance of creating brand delight to stimulate 'Like' behaviour associated with the two 'Like' intentions.


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