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Study of Structural Relationship between the Value Proposition of Facebook Brand Fan Pages and Commitment and Engagement
Objectives: This study inquired into the effect of functional, emotional and symbolic values on brand commitment and engagement in order to find out values pursued by brand fan page users. Methods/Statistical Analysis: In order to select a brand fan page for this study, a brand that has and evenly provides experience in the three types of dimensions, functional, emotional and symbolic values was selected. Subscribers of Sony brand fan page were requested to answer to a questionnaire. A total of 182 were coded and used in the final analysis. AMOS7.0 was used for the final analysis. Findings: As a study result, the functional value of Facebook brand fan page user did not have an influence on brand commitment. However, emotional and symbolic values had a positive impact on brand commitment. Accordingly, in order to establish an effective strategy for Facebook marketing communication, it is necessary to place the importance on the roles of emotional and symbolic values. Lastly, it was proved that brand commitment formed through emotional and symbolic values has a positive impact on engagement. With regard to establishing a marketing strategy through communities present in SNS, if engagement is increased through brand commitment through emotional and symbolic values, rather than functional values, it can successfully contribute to the formation of a long-term relationship between a brand and consumers. Improvements/Applications: This study is meaningful what types of value proposition are there that form brand commitment and engagement in building the consumer-brand relationship amid an increase in researches related to brands.
Brand Commitment, Brand Fan Page, Engagement, Facebook, SNS.
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