Friends with benefits
Purpose: This two-country comparative study’s purpose is to investigate antecedents to, and the consequences of a sense of belonging to a firm’s Facebook community. Design/methodology/approach: The model was grounded in the theory of sense of community and tested through structural equation modelling. Consumer panels were used via online surveys. Findings: Of the three antecedents hypothesised to influence an individual’s sense of belonging, enjoyment is a very strong predictor in both countries; while the credibility of posts was also a significant predictor for Australia, but not for South Africa. The findings also show no direct relationship between a sense of belonging and continuing behaviour. However, for both countries, there is a strong relationship between a sense of belonging and the involvement with firm offerings in Facebook; and that involvement is significant for the intention to continue engaging with firms through this social media environment. Research limitations/implications: The findings support the framing of the study, in the sense of community theory and enhance researchers’ understanding of the role of a sense of belonging in moving visitors from simply clicking “like” to a deeper sense of engagement with the firm’s social media community and the flow-on effect to managerial relevant outcomes. Originality/value: The model is developed from the theory of sense of belonging, thus providing a fresh perspective to this research context. Additionally, there is limited research into the psycho-social antecedents and the outcomes of consumers’ sense of belonging to a firm’s Facebook community.
Year of publication: |
2019
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Authors: | Wiese, Melanie ; Akareem, Husain Salilul |
Published in: |
European Business Review. - Emerald, ISSN 0955-534X, ZDB-ID 2025931-1. - Vol. 31.2019, 6 (14.10.), p. 947-969
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Publisher: |
Emerald |
Saved in:
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