Enhancing consumer-brand relationships on restaurant Facebook fan pages: maximizing consumer benefits and increasing active participation.

摘要: Abstract Facebook has been widely recognized as a popular contemporary trend in marketing. Using fan page can help firm successfully establish and maintain positive consumer–brand relationships by offering special benefits to members who “like” the on their accounts. The purpose of this study was determine correlation between four benefit components (functional benefits, social–psychological hedonic monetary benefits) obtained members’ community participation, brand trust, commitment. results data analysis revealed that are more likely visit restaurant pages when they obtain from interactions pages. Because develop strong trust commitment toward brands through active participation pages, provides practical foundation for future research investigating marketing tool suggests management strategies use online communities.