Merchandising/Marketing/Retailing: Branding

Brand Loyalty through Love for Brand Facebook Page: Roles of Opinion Leadership and Opinion Seeking

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Abstract

The purpose of this study is to investigate consumers' motivations to participate in brands' Facebook pages and their linkage to consumers' loyalty a brand through the love for the brands' Facebook pages. This study also examined the influences of consumers' opinion leadership and seeking tendencies on their motivations to participate in brands' Facebook page. The results of the study revealed both self-presentation and self-enhancement motivations influenced love for a brand's Facebook page, which in turn led to brand loyalty. Furthermore, the influences of opinion leadership and seeking on self-presentation motivation were significant. Self-enhancement motivation was significantly influenced by opinion leadership, but not by opinion seeking. Brand managers must pay close attention to consumers who have greater tendencies to lead or seek opinions in their lives as they are more likely to love brands' Facebook pages, actively generating positive word-of-mouth.

How to Cite:

Han, J. & Kwon, W., (2016) “Brand Loyalty through Love for Brand Facebook Page: Roles of Opinion Leadership and Opinion Seeking”, International Textile and Apparel Association Annual Conference Proceedings 73(1).