Benefits of facebook fan/brand page marketing and its influence on relationship commitment among generation Y: empirical evidence from Malaysia
This study aims to understand the influence of relational benefits of Facebook brand/fan page towards relationship commitment among Generation Y. Additionally, this study also investigates the mediating effect of customer satisfaction on the relationship between relational benefits and relationship...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Published: |
Elsevier Ltd.
2018
|
| Subjects: |
| _version_ | 1825710081091567616 |
|---|---|
| author | Ahmad Radzi, Nor Azim Harun, Amran Ramayah, T. Mohd Kassim, Abdul Wahid Jaratin, Lily |
| author_facet | Ahmad Radzi, Nor Azim Harun, Amran Ramayah, T. Mohd Kassim, Abdul Wahid Jaratin, Lily |
| author_sort | Ahmad Radzi, Nor Azim |
| collection | UTHM |
| description | This study aims to understand the influence of relational benefits of Facebook brand/fan page towards relationship commitment among Generation Y. Additionally, this study also investigates the mediating effect of customer satisfaction on the relationship between relational benefits and relationship commitment. A total of 195 sets of online questionnaire were collected using snowball sampling method for the statistical data requirement of SmartPLS. The analysis found significant positive relationships between relational benefits and relationship commitment, however, only on social, functional, and special treatment benefits. Surprisingly, the findings also showed an insignificant mediation effect of customer satisfaction on the relationship between relational benefits and relationship commitment. The research findings are valuable to both the theoretical and businesses adopting social media as a marketing strategy. Marketers employing the Facebook or other social media in catering and reacting to the Generation Y needs will benefit the most; securing their confidence and loyalty towards purchasing a certain brand. |
| first_indexed | 2024-03-05T21:52:12Z |
| format | Article |
| id | uthm.eprints-5812 |
| institution | Universiti Tun Hussein Onn Malaysia |
| last_indexed | 2024-03-05T21:52:12Z |
| publishDate | 2018 |
| publisher | Elsevier Ltd. |
| record_format | dspace |
| spelling | uthm.eprints-58122022-01-24T00:59:36Z http://eprints.uthm.edu.my/5812/ Benefits of facebook fan/brand page marketing and its influence on relationship commitment among generation Y: empirical evidence from Malaysia Ahmad Radzi, Nor Azim Harun, Amran Ramayah, T. Mohd Kassim, Abdul Wahid Jaratin, Lily T Technology (General) HF5410-5417.5 Marketing. Distribution of products This study aims to understand the influence of relational benefits of Facebook brand/fan page towards relationship commitment among Generation Y. Additionally, this study also investigates the mediating effect of customer satisfaction on the relationship between relational benefits and relationship commitment. A total of 195 sets of online questionnaire were collected using snowball sampling method for the statistical data requirement of SmartPLS. The analysis found significant positive relationships between relational benefits and relationship commitment, however, only on social, functional, and special treatment benefits. Surprisingly, the findings also showed an insignificant mediation effect of customer satisfaction on the relationship between relational benefits and relationship commitment. The research findings are valuable to both the theoretical and businesses adopting social media as a marketing strategy. Marketers employing the Facebook or other social media in catering and reacting to the Generation Y needs will benefit the most; securing their confidence and loyalty towards purchasing a certain brand. Elsevier Ltd. 2018 Article PeerReviewed Ahmad Radzi, Nor Azim and Harun, Amran and Ramayah, T. and Mohd Kassim, Abdul Wahid and Jaratin, Lily (2018) Benefits of facebook fan/brand page marketing and its influence on relationship commitment among generation Y: empirical evidence from Malaysia. Telematics and Informatics, 35 (7). pp. 1980-1993. ISSN 0736-5853 https://doi.org/10.1016/j.tele.2018.07.002 |
| spellingShingle | T Technology (General) HF5410-5417.5 Marketing. Distribution of products Ahmad Radzi, Nor Azim Harun, Amran Ramayah, T. Mohd Kassim, Abdul Wahid Jaratin, Lily Benefits of facebook fan/brand page marketing and its influence on relationship commitment among generation Y: empirical evidence from Malaysia |
| title | Benefits of facebook fan/brand page marketing and its influence on relationship commitment among generation Y: empirical evidence from Malaysia |
| title_full | Benefits of facebook fan/brand page marketing and its influence on relationship commitment among generation Y: empirical evidence from Malaysia |
| title_fullStr | Benefits of facebook fan/brand page marketing and its influence on relationship commitment among generation Y: empirical evidence from Malaysia |
| title_full_unstemmed | Benefits of facebook fan/brand page marketing and its influence on relationship commitment among generation Y: empirical evidence from Malaysia |
| title_short | Benefits of facebook fan/brand page marketing and its influence on relationship commitment among generation Y: empirical evidence from Malaysia |
| title_sort | benefits of facebook fan brand page marketing and its influence on relationship commitment among generation y empirical evidence from malaysia |
| topic | T Technology (General) HF5410-5417.5 Marketing. Distribution of products |
| work_keys_str_mv | AT ahmadradzinorazim benefitsoffacebookfanbrandpagemarketinganditsinfluenceonrelationshipcommitmentamonggenerationyempiricalevidencefrommalaysia AT harunamran benefitsoffacebookfanbrandpagemarketinganditsinfluenceonrelationshipcommitmentamonggenerationyempiricalevidencefrommalaysia AT ramayaht benefitsoffacebookfanbrandpagemarketinganditsinfluenceonrelationshipcommitmentamonggenerationyempiricalevidencefrommalaysia AT mohdkassimabdulwahid benefitsoffacebookfanbrandpagemarketinganditsinfluenceonrelationshipcommitmentamonggenerationyempiricalevidencefrommalaysia AT jaratinlily benefitsoffacebookfanbrandpagemarketinganditsinfluenceonrelationshipcommitmentamonggenerationyempiricalevidencefrommalaysia |