About this document
Transforming Consumers into Brand Fans by Hardy Sim is a document available to read on EtoBox.
This article examines how brand fan pages on social media platforms like Facebook can transform consumers into loyal fans of a brand. The authors develop a framework to analyze the effect of fan page participation on the customer-brand relationship and identify key drivers of fan page engagement. Their model is tested using qualitative and quantitative methods. The results show that fan page usage has a significant positive influence on customer loyalty. Functional and hedonic content are identified as impo
- Author
- Hardy Sim
- Language
- EN