Considering the factors and brand efficiency implications of client engagement with brands in social media environment

1Poramet Saengon, Kanyamon Kanchanathaveekul, Premkamon Jankaweekool, Kittipong Potimu

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Abstract:

A basic problem for marketers emerged via drastic increase of social media, through which brand pages can be leveraged to engage clients and improves association with brands. The current paper evaluates the participation of appeaser client extract from brand pages in addition to client-brand association features effecting client engagement along with Facebook brand pages. Samples data was gathered from a survey of 404 clients of brand pages and estimated utilizing SEM. The result presents that co-creation figures, social worth, and utilization tendency and brand potency impact client engagement with brand pages. Client engagement was also seemed to impact brand efficiency results of client engagement attitude addressed at the brand page and brand loyalty. The findings contribute to brand managers of social media webs and client-brand association.

Keywords:

social media, client engagement, client attitude, brand association

Paper Details
Month3
Year2020
Volume24
IssueIssue 7
Pages1451-1468