Intentions of Facebook Users to Like and Unlike Brand Pages: The Relationship between Brand Loyalty and User Intentions to Like and Unlike Facebook Pages

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.