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Moderating effect of trust between perceived value and customer brand engagement in SNSs

Ho, Peng Han and Thoo, Ai Chin and Abdul Hamid, Abu Bakar and Huam, Han Tat (2017) Moderating effect of trust between perceived value and customer brand engagement in SNSs. The Social Sciences, 12 (5). pp. 794-802. ISSN 1818-5800

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Abstract

The Internet has ushered a new age of social media marketing. Presently, many companies have formed a social media presence to promote their businesses online. As the mnnber of active users in Social Networking Sites (SNSs) continues to increase, many companies are making significant investment in SNSs to create a mass of new fans and engage with them. The purpose of this research are two-fold to identify the relationship between perceived value and Customer Brand Engagement (eBE), to examine the role of trust as a moderator on the relationship between perceived value and CBB. A correlational research was conducted and online questionnaire was disseminated to 212 fans in company's brand page. Statistical methods encompassing reliability test and Structural Equation Modeliug (SEM) were adopted to analyze data collected. The result shows that there are significant relationships between perceived value and CBB. Fw1:hermore, the finding reveals that trust is fully moderating the nexus between perceived value and CBB. This study could offer a useful guidance for companies who have intention to create a presence in SNSs as well as for companies who have established their site in SNSs. Besides, the findings of this study can assist companies to formulate a better strategy for reinforcing their SNSs as well as acts as a springboard for future study in SNSs context.

Item Type:Article
Uncontrolled Keywords:Trust, perceived value, Customer Brand Engagement (CBE), Social Networking Site (SNSs), strategy for reinforcing, Structural Equation Modeling (SEM)
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Management
ID Code:80465
Deposited By: Fazli Masari
Deposited On:22 May 2019 14:45
Last Modified:22 May 2019 14:45

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