Leveraging the Benefits of Fan Page: From Like to Love

Leveraging the Benefits of Fan Page: From Like to Love

Chetna Kudeshia (Department of Management, Birla Institute of Technology (BIT) Mesra, Noida Campus, India), Pallab Sikdar (Department of Management, Birla Institute of Technology (BIT) Mesra, Noida Campus, India) and Arun Mittal (Department of Management, Birla Institute of Technology (BIT) Mesra, Noida Campus, India)
DOI: 10.4018/ijbdcn.2014070102


The popularity of Facebook has attracted attention from the small scale business in India and inspired a wide range of marketing activities aimed at utilizing this new platform i.e. brand fan page of Facebook. While using Facebook individuals like number of brands appearing on their news feed. The motivation for liking brands may be diverse for distinctive individuals. But whether liking a brand on fan page truly represents some emotional connection with the brand or not is still unexplored. This study aims to fill this gap by determining whether liking a brand on Facebook results into brand love or is it just a fad. Further, the paper attempts to find whether there exists a relationship between brand “liked” on the fan page and purchase intention, and if this in turn leads to positive word of mouth. A survey of Facebook users who engage with the brand of small scale companies by “liking” it was undertaken as part of the study. The five small scale companies were selected on the basis of their popularity on Facebook. Structural equation modeling was applied using the data collected from 311 survey respondents to arrive at relevant outcomes.
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1. Introduction

Web has changed the way business was carried out in India few years back. Notwithstanding mechanical progressions, eras and evolving decisions, one thing that never show signs of change is the acknowledgment that customer is always the king. Be it a nearby basic supply shop or a stationary shop of which you are a normal client, the attention would dependably be on keeping up close and personal correspondence.

As we moved towards the reception of engineering the medium of impending closer to the customers has changed yet the objective stays same –how to captivate with the clients in a finer manner. It is accordingly not accidental that small scale organizations in India, who needs bigger store, are generally utilizing online networking devices for better engagement with their current and potential clients. Small sized organizations require some more streets separated from customary routes, for building their brand, connecting with each prospective client and making better and solid associations with the customers.

Small businesses in India are coordinating social networking in their marketing strategies for better cooperation, engagement, and successful correspondence. From the organization sites to the web journals, from long range informal communication locales to the substance groups these social innovations are helping the organizations to achieve the most persuasive group of onlookers giving a stronger brand sway.

The developing ubiquity of informal communication destinations has radically impacts the way individuals shop items. Facebook is the broadly acknowledged person to person communication site in India. A device of online networking site that was begun just for making companions and expanding interpersonal interaction has taken a flip transforming into an effective business specialized instrument for little scale advertisers round the world and in India. The distinguishment of this site among Indian social networking clients has made it the principal choice of the organizations to connect with their clients except for the ordinary media. A nation with around 247 million web clients (16% of the whole populace) of India gives 108.9 million Facebook clients making it the second most decently loved site after US(e-Marketer,2014). Changing the complete situation of correspondence, Facebook supply enterprises numerous decisions to contact and speak with their clients (fans) (Jahn & Kunz, 2012) conjointly offering its clients abundant of roads to correspond with others, in regards to any brand.

1.1. Brand Fan Page

Facebook presented another gimmick called “Facebook Pages” in the year 2007, which are client profiles for brands (companies, organizations, and celebrities). With the look and feel of individual pages, these pages offer extra peculiarities, for example, the capacity to rapidly send messages to a large number of fans. Facebook Pages have risen as a famous promoting vehicle for some organizations as an express brand correspondence and communication channel. These pages are taken as a tenable wellspring of data and social profits by the customers (Bagozzi & Dholakia, 2002; Dholakia et al., 2004).

Fan pages enabling online networking serves as a fundamental on-line administration tool for bringing clients closer through imparting intriguing substance (Borle et al., 2012). A report by Pagemodo says that having a Facebook page expands deals for small organizations as well as drives more prominent activity to their sites. Small scale entrepreneurs, see Facebook as a simple approach to create promoting apparatuses that can pull in new clients and help them collaborate with existing ones. The report also found that there has been an ascent in the reception of Facebook as a strategic communication platform by organizations.

Regardless of a few endeavors on web use by small scale entrepreneur’s orderly observational studies finding fan pages effects on customer brand relationship is still not done. Much research however has been carried out in understanding why customers are pulled in towards fan pages and what propel organizations to embrace it. But does this fascination results into a brand love? And whether this contribution ensures a positive buy proposition and positive word of mouth is still unexplored. The present study consequently examines does engagement by the small scale entrepreneurs in India through Face book page results into brand love, purchasing conduct and word of mouth of the brand.

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