How consumers become loyal fans on Facebook

摘要

This study investigates the values consumers want to attain from brand fan pages and how the values and opportunities for co-creation lead to engagement in a fan page, a better customer experience and greater loyalty. A conceptual model is developed to explain the whole process from a consumer becomes a fan, an engaged fan, to a loyal fan. We first use interviews with the laddering technique to discover the values that drive consumers to use a brand fan page. Then, an Internet survey is conducted to collect data and test the proposed model. This study discovers the key values (i.e., self-respect, being well respected, security, warm relationship with others, a sense of accomplishment, self-fulfillment, a sense of belonging, fun and enjoyment of life, convenience, and better service) consumers want to attain from the use of a brand fan page. Furthermore, values and co-creation positively drive consumers to engage in a fan page and further generate better experience. User experience is a determinant of satisfaction and loyalty. The findings can help companies manage their fan pages and understand how to create values for consumers and lead them to be loyal. (C) 2018 Elsevier Ltd. All rights reserved.