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Understanding Brand Implication and Engagement on Facebook
Abstract
What are the drivers for Brand engagement and implication on Facebook? In order to explore the impact of motivations on content and information sharing on Facebook brand pages, this study proposes an analysis focused on a reduced number of motivations and a proposal of a statistical model attempting to link the frequency of posting and liking on Facebook in general and Brand engagement to motivations. The aim of the study is to assess the impact of motivations on brand implication and frequency of posting on Facebook. The authors use the concept of brand implication measure a deep interest toward brands on Facebook. The concept of frequency of posting and liking focuses on the tendency to post or like frequently each time the user connects to Facebook. The motivations the authors introduced are based on the literature for sharing on social networks.
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