Intentions of Facebook Users to Like and Unlike Brand Pages: The Relationship between Brand Loyalty and User Intentions to Like and Unlike Facebook Pages
Date
2015-05
Authors
Contributor
Advisor
Department
Instructor
Depositor
Speaker
Researcher
Consultant
Interviewer
Narrator
Transcriber
Annotator
Journal Title
Journal ISSN
Volume Title
Publisher
University of Hawaii at Manoa
Volume
Number/Issue
Starting Page
Ending Page
Alternative Title
Abstract
This study examines the relationships between brand loyalty and user intentions to Like and Unlike the Facebook Pages of brands. The relationships between brand trust as a dimension of brand loyalty and these intentions is also examined. Since the emergence of social media, online platforms such as Facebook, Twitter, and Instagram have evolved into means that have proven to be powerful influencers in today’s consumer markets. However, previous literature in the field has offered much insight into how practitioners might be able to utilize this platform as part of their marketing strategies, yet very little has focused on the consumer. The current study used an online survey to collect quantitative data that showed various existing relationships between user intentions to like and unlike brand pages on Facebook and brand loyalty when considering the amount and type of content posted by the brand, as well as users’ levels of brand loyalty.
Description
Keywords
Consumer behavior--Social aspects, Facebook (Electronic resource), Brand loyalty
Citation
Extent
Format
Geographic Location
Time Period
Related To
Theses for the degree of Master of Arts (University of Hawaii at Manoa). School of Communications
Related To (URI)
Table of Contents
Rights
Rights Holder
Local Contexts
Collections
Email libraryada-l@lists.hawaii.edu if you need this content in ADA-compliant format.