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Title: Unpacking the complex interactions among customers in online fan pages
Authors: Farmaki, Anna 
Olya, Hossein 
Taheri, Babak 
Major Field of Science: Social Sciences
Field Category: Economics and Business
Keywords: Online fan pages;Perceived news;Brand gender;Participation;Brand love;Attitudinal loyalty
Issue Date: 1-Mar-2021
Source: Journal of Business Research, 2021, vol. 125, pp. 164-176
Volume: 125
Start page: 164
End page: 176
Journal: Journal of Business Research 
Abstract: Using the theories of complexity and the spiral of silence, this paper aims to understand how combinations of perceived news, brand gender, and participation explain conditions leading to brand love and customers’ attitudinal loyalty within online contexts. Drawing from a two-stage, mixed-method approach, results indicate that passive participation and brand masculinity are necessary to increase love and attitudinal loyalty to a brand, while perceived news informativeness and entertainment, brand femininity, and active participation are sufficient but not necessary. The study offers theoretical and practical insights that may guide further research and strengthen marketing attempts to improve customer engagement with online fan pages.
ISSN: 0148-2963
DOI: 10.1016/j.jbusres.2020.11.068
Rights: © Elsevier
Attribution-NonCommercial-NoDerivatives 4.0 International
Type: Article
Affiliation : Cyprus University of Technology 
University of Sheffield 
Heriot-Watt University 
Appears in Collections:Άρθρα/Articles

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