The role of customer brand engagement in Facebook fan page

Abstract

In today’s fast-paced and interactive business environment, engaging fans is imperative for companies to elevate their competitiveness in marketplace. Internet has ushered a new age of social media marketing where companies are promoting their businesses online via Facebook to attract and engage new fans. However, there is a lack of research on fans’ engagement in a company’s Facebook brand page. The research examined the influence of perceived value toward customer brand engagement (CBE) and the impact of CBE towards electronic Word-of-Mouth (eWOM), as well as identified the role of trust as a moderator between perceived value and CBE. This study investigated MyTeksi Facebook brand page as the company has engaged fans in its Facebook brand page successfully. A correlational research was conducted and online questionnaire was disseminated to 212 fans of MyTeksi Facebook brand page. Statistical methods encompassing normality test, reliability test, validity test, descriptive analysis and structural equation modeling (SEM) were employed. Based on the results, the conceptual model revealed that there are significant relationships between perceived value and CBE, as well as CBE and eWOM. Furthermore, the findings also revealed that trust has fully moderated the relationship between perceived value and CBE. Meanwhile, CBE is a mediator between the relationship of perceived value and eWOM. Lastly, the findings of this research could offer useful guidance for MyTeksi as well as other companies to formulate better strategies for encouraging fans to engage in brand page. Moreover, this study has provided an avenue for further empirical research in the taxi industry and contributed to CBE literature.