Consumer’s Participation on Brand Pages on Facebook

Bianca MITU, Diego Oswaldo Camacho VEGA

Abstract


 

The focus of this study is to analyze consumer’s participation and communication in the online brand communities on Facebook. This type of brand community represents a subgroup of virtual communities, which is known as communities of consumption or fan clubs (Kozinets 1999, Szmigin et al. 2005). Understanding consumer relationships in such communities is important for the success of both the brand and the community. The aim of our study is to investigate how and in what sense consumers participate and communicate with one another via online brand communities, so as to explore the nature of the consumer’s participation on brand pages on Facebook. Also, we aim to investigate the importance of the Facebook fan page as a tool for a company’s business strategy. n order to investigate all these different aspects, a quantitative audience research was conducted, using a structured questionnaire.


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