Perceived value and customer brand engagement of transportation network company 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 formed their social networking sites (SNSs) presence to promote their businesses online. Due to the increased users in Facebook nowadays, transportation network companies (TNC) have embraced Facebook as a key marketing channel to attract new fans and engage with fans. However, there is a lack of research on fans' engagement in TNC Facebook brand page. The research aims to examine the influence of perceived value on customer brand engagement (CBE). This paper will investigate a TNC's Facebook brand page. A correlational research will be conducted and online questionnaire will be disseminated to the fans of TNC's brand page in Facebook. Structural Equation Modelling (SEM) will be adopted to analyse data collected. The findings of this paper are expected to offer useful guidance for companies to formulate better strategies for enhancing fans' engagement.