Revisit the relationship between perceived value and customer brand engagement in Facebook

Abstract

In this fast forward digital age, Internet has fostered a huge number of companies to create their social media to promote their businesses online. Particularly, many companies are utilizing the brand page in Facebook to engage with their fans. CBE explains the specific level of consumers to engage with firms cognitively and affectively while participating to form a relationship with firms. The purpose of this paper is to understand how perceived value influences customer to engage in a brand page. An extent review of selected journal articles about perceived value was analysed. Empirical literatures have attempted to explore the drivers for customers to engage in companies’ Facebook brand page. However, there are a limited number of studies to examine perceived value as a predictor toward customer brand engagement. Thus, it is imperative to understand customers’ perceived value towards companies’ Facebook brand page and their engagement as further behaviour. This paper is significant to researchers who attempt to comprehend the reasons and behaviour of fans when engage in a Facebook brand page. Additionally, this paper might also assist firms to gain further insight on customer and formulate a better strategy to improve customer engagement in their presence social networking platform.