社交网站品牌(粉丝)主页用户参与行为的影响因素分析

doi:10.13365/j.jirm.2018.03.113

Abstract

Abstract:

So far, brand (fan) pages on Social Networking Sites(SNS) have become the important stage for product or service branding. Therefore, it is of significance to explore the influencing factors of customer participation in brand (fan) pages on SNS. In this paper, the major factors affecting the usage and continuance usage intention and use intensity of brand (fan) pages on SNS were uncovered by reviewing the current 46 empirical literatures on this research topic. Some key internal and external influencing factors of customer’ brand (Fan) pages engagement on SNS was found. The former included customers’ motivations, cognitive and attitudinal factors; and the latter included social and technological factors.

Key words: Social networking sites(SNS), Brand (fan) pages, Online user behavior, Social media

CLC Number:

G203

Dai Bao　XuYang Xiaoxue　Deng Aiwen. Review on the Antecedents of Customer’Brand (Fan) Pages Engagement on Social Networking Sites[J]. Journal of Information Resources Management, 2018, 8(3): 113-封三.

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Review on the Antecedents of Customer’Brand (Fan) Pages Engagement on Social Networking Sites

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