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Consumer Engagement on Brand Fan Page: An Investigation of Chinese Weibo Brand fan page

Wang, Dandan LU (2019) SKOM12 20191
Department of Strategic Communication
Abstract
A critical issue for brand fan page marketing is to drive consumer engagement and to or- chestrate enjoyable engagement experiences that consumers desire. Despite the growing amount of research on how various characteristics of brand posts would influence different levels of consumer engagement on the brand fan page in the Western context, the study of consumers’ intrinsic motivations for engagement on a brand fan page, especially in the Chinese context is still at a nascent stage. Furthermore, Weibo has been one of the most popular social medias for the firm to create a brand fan page in China since western social networking sites have been locked. As such, this study investigates for the first-time consumer perception of their engagement... (More)
A critical issue for brand fan page marketing is to drive consumer engagement and to or- chestrate enjoyable engagement experiences that consumers desire. Despite the growing amount of research on how various characteristics of brand posts would influence different levels of consumer engagement on the brand fan page in the Western context, the study of consumers’ intrinsic motivations for engagement on a brand fan page, especially in the Chinese context is still at a nascent stage. Furthermore, Weibo has been one of the most popular social medias for the firm to create a brand fan page in China since western social networking sites have been locked. As such, this study investigates for the first-time consumer perception of their engagement experience on the Weibo brand fan page. To get a understanidng of what motivates Chinese consumers engaging on the Weibo brand fan page, the qualitative interview was conducted. The theoretical framework was developed based on the use and gratification theory and the value co-creation. The analysis demonstrates that Chinese consumers seek and obtain different needs and gratification through corresponding engagement behavior. Moreover, by engaging in various interactive practices with the brand or other consumers that encompass the value co-creation, consumers derive value from the various types of engagement behaviors. The needs gratification and the perceived value can be seen as their intrinsic motivations for engagement on the Weibo brand fan page. These motivation factors act as key mechanisms for understanding consumer engagement behaviors in the Weibo brand fan page and delivering delightful consumer engagement experience. (Less)
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author
Wang, Dandan LU
supervisor
organization
course
SKOM12 20191
year
type
H2 - Master's Degree (Two Years)
subject
keywords
consumer engagement, Weibo brand fan page, use and gratification, value co- creation, consumer intrinsic motivation
language
English
id
8993767
date added to LUP
2019-11-07 11:30:09
date last changed
2019-11-07 11:30:09
@misc{8993767,
  abstract     = {A critical issue for brand fan page marketing is to drive consumer engagement and to or- chestrate enjoyable engagement experiences that consumers desire. Despite the growing amount of research on how various characteristics of brand posts would influence different levels of consumer engagement on the brand fan page in the Western context, the study of consumers’ intrinsic motivations for engagement on a brand fan page, especially in the Chinese context is still at a nascent stage. Furthermore, Weibo has been one of the most popular social medias for the firm to create a brand fan page in China since western social networking sites have been locked. As such, this study investigates for the first-time consumer perception of their engagement experience on the Weibo brand fan page. To get a understanidng of what motivates Chinese consumers engaging on the Weibo brand fan page, the qualitative interview was conducted. The theoretical framework was developed based on the use and gratification theory and the value co-creation. The analysis demonstrates that Chinese consumers seek and obtain different needs and gratification through corresponding engagement behavior. Moreover, by engaging in various interactive practices with the brand or other consumers that encompass the value co-creation, consumers derive value from the various types of engagement behaviors. The needs gratification and the perceived value can be seen as their intrinsic motivations for engagement on the Weibo brand fan page. These motivation factors act as key mechanisms for understanding consumer engagement behaviors in the Weibo brand fan page and delivering delightful consumer engagement experience.},
  author       = {Wang, Dandan},
  keyword      = {consumer engagement,Weibo brand fan page,use and gratification,value co- creation,consumer intrinsic motivation},
  language     = {eng},
  note         = {Student Paper},
  title        = {Consumer Engagement on Brand Fan Page: An Investigation of Chinese Weibo Brand fan page},
  year         = {2019},
}