APJIS Asia Pacific Journal of Information Systems

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The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS) is published by the Korea Society
of Management Information Systems (KMIS), which is the largest professional institute
in the field of information systems in Korea.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Sang-Yong Tom Lee

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Current Issue

Date March 2017
Vol. No. Vol. 27 No. 1
DOI https://doi.org/10.14329/apjis.2017.27.1.54
Page 54~76
Title Enhancing Fan Participation in Social Media Based Virtual Brand Communities: The Case of Like, Comment, and Share Activities
Author Liguo Lou, Joon Koh
Keyword Social Media Marketing, Brand Community, Fan Participation, Expected Benefits, Brand Loyalty
Abstract The purpose of marketing via Facebook is to convince consumers to become fans of a brand. Facebook constructs virtual brand communities that enable brand fans to interact with these brands. This study investigates the antecedents and consequences of fan participation characterized by the breadth and depth of brand fans’ like, comment, and share activities. An empirical analysis with 204 survey respondents reveals that expected benefits, such as brand information, social interaction ties, playfulness, and incentive, have positive effects on fan participation. Furthermore, fan participation increases fan’s attitudinal loyalty, which then positively affects behavioral loyalty. Theoretical and practical implications of the findings as well as future research directions are also discussed.

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