«BFF»: Best Facebook Forever? The impact of social media attachment on the attitude towards brand presence on Facebook

摘要

Presence on Facebook is becoming increa-singly central in brand communication strate-gies. Whether and how this presence shapes consumer perceptions of and reactions to brands remains under-researched. This study aims at filling this gap through a specific lens: brand attachment and Facebook attachment are assumed to be antecedents of the attitude towards the presence of a brand on Facebook and brand-related activities on Facebook. Such links were studied through an online questionnaire directed at students who are fans of brand pages on Facebook. 188 valid questionnaires were collected. Follo-wing the verification of validity and reliability of the measures used, structural equation modeis were calculated. The results demon-strate that the attitude towards the presence of a brand partially mediates the link between brand attachment and brand-related activities on Facebook and that it totally mediates the effects of media attachment on brand-related activities.