Explicating the “Like” on Facebook brand pages: The effect of intensity of Facebook use

Phua, Joe, and Sun Joo (Grace) Ahn (2016). Explicating the “Like” on Facebook brand pages: The effect of intensity of Facebook use, number of overall “Likes,” and number of friends’ “Likes” on consumers’ brand outcomes. Journal of Marketing Communications, 22(5), 544-559. doi: 10.1080/13527266.2014.941000

Abstract: This study examined the relationship between the number of overall ‘likes’ and friends’ ‘likes’ on Facebook brand pages in influencing consumers’ brand attitude, brand trust, brand involvement, and purchase intention, drawing upon theoretical concepts including diffusion of innovations, social capital theory, strength of weak ties, sociometric versus perceptual popularity, and prior research in online impression formation. Results of a 2 × 2 experiment revealed significant main effects of number of overall ‘likes’ and friends’ ‘likes’ on key dependent measures. A significant interaction effect was also found between overall ‘likes’ and friends’ ‘likes’. Additionally, intensity of Facebook use also mediated the relationships between number of overall ‘likes’ and friends’ ‘likes’ with brand attitude, brand trust, and purchase intention.

Joe Phua  Sun Joo (Grace) Ahn 

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