Total views : 229
Effects of Facebook Fan Page Users’ Social Capital Needs, Innovativeness and Self-Presentation Needs on Interactive Behavior: Brand Identification as a Moderator Variable
Background/Objectives: This study focuses on the effects of Facebook fan pages which have recently risen in value as a unique, online communication channel. Methods/Statistical analysis: A survey was conducted using a sample of 310 high school-aged men and women who have ever used a Facebook fan page. Findings: First, the results of the analysis found that Facebook users’ perceptions (their social capital needs, innovativeness and self-presentation needs) indirectly affected moderator variables, such as brand identification. Next, the significant gender differences were analyzed. Any independent variables of both men and women turned out to not significantly affect their interactive behavior. Application/ Improvements: This study suggests that the psychological tendencies of Facebook fan page users affect their interactive behavior via moderator variables, such as brand identification. Theoretical and practical implications are discussed, based on the results from the present study.
Effects of Facebook Fan Page, Innovativeness, Interactive Behavior, Self- Presentation Needs, Social Capital Needs.
- Kim, J. Online brand community, value congruence, brand trust, brand satisfaction, brand loyalty. Korea Research Academy of Distribution Information. 2011; 14(4):53−81.
- Wilson, R, Gosling, S, Graham, I. A review of Facebook research in the social sciences. Perspectives on Psychological sciences, 2012; 7(3):203-20.
- Smith M, Peter K. Communities in Cyberspace; 1995.
- Valenzuela S, Park N, Kee K. Is there social capital in a social network site? : Facebook use and college students’ life satisfaction, trust, and participation. Journal of ComputerMediate Communication. 2009; 14(4):875−901.
- Putman, R. Bowling alone: American’s declining social capital. Journal of Democracy. 2000; 6(1):65−78.
- Ellison N, Steinfield C, Lampe C. The benefits of Facebook “friends”: Exploring the relationship between college student use of online social networks and social capital. Journal of Computer-Mediated Communication. 2007; 12(4):1143−68.
- Rogers, E. Diffusion of innovations.3rd ed. NY: The Free Press; 1983.
- Min I. An exploratory study of the characteristics of UCC producers, users and non-users: From the view of innovation diffusion theory. Journal of Korean Communication. 2007; 51(4), 407-36.
- Kim H, Lee K. Effect of twitter users’ innovativism, need for social capital and self-consciousness on twitting patterns and information engagement. Korean Journal of Advertising Research. 2011; 89(3):122−54.
- Collins N, Miller L. Self-disclosure and liking: a meta-analytic review. Psychological Bulletin. 1994; 116(3):457−75.
- Baumeister, R. A self-presentational view of social phenomena. Psychological Bulletin, 1982; 91(1):3-26.
- Leary M, Kowalski R. Impression management: A literature review and two-factor model. Psychological Bulletin. 1990; 107(1):34−47.
- Bhattacharya C, Rao H, Glyn M. Understanding the bond of identification: An investigation of its correlates among art museum members. Journal of Marketing. 1995; 59(4):46−57.
- Birdwell A. A study of the influence of image congruence on consumer choice. Journal of Business. 1968; 41(1):76−88.
- Kim Y, Han K. Psychological effects on interactive behavior of teenagers visiting Facebook brand fan pages. The Korea Journal of Advertising. 2014; 25(4):7-26.
- Zeitham V, Parasuraman A, Berry L. Problems and strategies in services marketing. Journal of Marketing. 1985; 49(3):33−46.
- Maenglee S, James C, Woo O. The Influence of clothing color preference of adolescents on the self-expression Desire and Fashion Interest. Korean Living Science Association. 2009; 18(5):6-16.
- Bhattacharya B, Sen CS. Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing. 2003; 67(2):76−88.
- Cha S, Kim K, Lee B. The study of influential effects of mobile SNS attachment and communication traits to the offline interpersonal relationship change and the SNS interaction. Journal of Cyber Communication Academic Society. 2012; 29(1):159-200.
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution 3.0 License.