Open Access Article SciPap-960
Determinants of Customer Engagement on Facebook Brand Pages
by Martin Klepek 1,*

1 School of Business Administration in Karvina, Department of Business Economics and Management, Silesian University in Opava, Univerzitní náměstí 1934/7, Karviná 733 40, Czechia

* Authors to whom correspondence should be addressed.

Abstract: Social media such as Facebook, Twitter, Youtube or Wikipedia have become an important element of the communication mix in a number of organizations. A subcategory of Social media is social networks where both customers and businesses can upload their own digital content. The massive amount of this content has to be filtered in some way. The usual and logical choice is the engagement of users as the decisive factor. Content that has the most interaction is also visible to other network members. Therefore, customer engagement on the social network has not only marketing but also technical benefits. This study aims to identify the determinants of customer engagement on Facebook brand pages using a questionnaire survey on a representative sample of 454 Czech Facebook users. The theoretical model was based on Functional, Hedonic and Social Values which were introduced as determinants of Customer engagement. Structural equation modelling methods were used to identify a possible relationship between latent constructs. The final verified model identified Hedonic and Social value as determinants of Customer engagement on social network Facebook.

Keywords: Brand, Customer Engagement, Facebook, Social Media, Social Networks

JEL classification:   M31 - Marketing

SciPap 2018, 26(3), 960

Received: 4 January 2018 / Accepted: 24 October 2018 / Published: 23 November 2018