What is it about?

Social media brand pages have emerged as an influential relationship-building tool and continue to grow in popularity as an integral part of the marketing strategy across diverse industries. Hence, the purpose of this paper is to provide a framework for building relationships through customer engagement in Facebook brand pages (FBPs).

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Why is it important?

The study provides insights into the nature of engagement in FBPs by incorporating the motivations and FBP-specific relationship outcomes of customer engagement in a single framework. The study focuses on the development of a framework explaining the role of customer engagement in building customer relationships with the FBP itself, rather than with the brand.

Perspectives

The study provides strategies for FBP marketers. It emphasizes the value of FBPs as an effective marketing tool to build up relationships with customers. Marketers are advised to identify and address what customers expect from the FBPs to engage them on FBPs and strengthening their relationship with the FBP itself.

Mr. Thanuka Mahesha de Silva
University of Ruhuna

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This page is a summary of: Building relationships through customer engagement in Facebook brand pages, Marketing Intelligence & Planning, November 2019, Emerald, DOI: 10.1108/mip-02-2019-0085.
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