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The Effects of Fan Personality on Participation in Social Media Based Brand Community: Role of Personality on Participation in the Social Media
Abstract
Facebook as the greatest social network has offered a new marketing tools for companies, agencies, organizations and even people like celebrities. We are witnessing a growing trend in emergence of online brand communities both in and out of social media. However, one of the important aspects that needs to be magnified is how brand's fans participate in their favorite brand pages? This study tries to answer questions like this. We introduce new variables which should be counted in the 3M model of personality in order to stimulate brand fans to participate on the brand page more than before. Entertainment, monetary and normative incentives are introduced as potential variables which affect situational traits of participants. Finally, we advise brand managers to not forget about entertainment mixed with promotions or representation of products over their online brand community; entertainment along with monetary and normative incentives can motivate fans to participate.
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