Antecedents of facebook fan page loyalty: an empirical study of Sri Lankan facebook users

W.K.B.F.N.S. Fernando, D.T. Rathnayake

Research output: Contribution to conferenceAbstract

Abstract

Since the birth of Web 2.0 technologies to the world, the Social media & Social networking sites have reportedly been playing a significant role. As a result of this, Facebook, today, has become the most visited website in the world and has topped the rankings in the Sri Lankan contexts as well. Given that Facebook provides a wider opportunity for business users in order to promote their businesses among the target market by means of custom pages, Facebook Fan Pages could now be identified as one of the major promotional tools, proven to be effective locally, as well as internationally. Thus, Facebook page loyalty could be identified as a significant factor for the survival and growth of any brand.Therefore, this study focuses on investigating the antecedents of Facebook Fan Page Loyalty with special reference to Sri Lankan Facebook Users. As per the extensive literature reffered, Perceived Ease of Use, Perceived Usefulness, Brand Love, Attitude, Trust and Privacy Risk were chosen as antecedents of Fan Page Loyalty. The study was quantitative in nature whereas thecross-sectional survey design was chosen as the overall research design. Data was collected using a structured questionnaire and analyzed using Structural Equation Modelling (SEM) method. Findings of the study revealed that there is a significant impact of all variables in concern on the Facebook page loyalty. However, it was also explored that out of them, the factor ‘Attitude’ is the most influential to Facebook page loyalty in Sri Lanka. Thus, it can be concluded, based on the research, that positive attitude towards the Facebook Fan page is a powerful predictor of satisfaction with the fan page, and vice versa as well.
Original languageEnglish
Pages1
Publication statusPublished - 26 Jan 2017
EventInternational Conference on Advanced Marketing 2017 - Colombo, Sri Lanka
Duration: 26 Jan 201727 Jan 2017

Conference

ConferenceInternational Conference on Advanced Marketing 2017
Abbreviated titleICAM 2017
CountrySri Lanka
CityColombo
Period26/01/1727/01/17

Fingerprint

Facebook
Loyalty
Empirical study
Factors
Social networking sites
Research design
Privacy
Target markets
Structural equation modeling
Sri Lanka
Survey design
Predictors
Perceived ease of use
Social media
Perceived usefulness
Ranking
Modeling method
Web 2.0
Web sites
Questionnaire

Keywords

  • Facebook page loyalty
  • attitude
  • brand love
  • perceived usefulness

Cite this

Fernando, W. K. B. F. N. S., & Rathnayake, D. T. (2017). Antecedents of facebook fan page loyalty: an empirical study of Sri Lankan facebook users. 1. Abstract from International Conference on Advanced Marketing 2017, Colombo, Sri Lanka.
Fernando, W.K.B.F.N.S. ; Rathnayake, D.T. / Antecedents of facebook fan page loyalty : an empirical study of Sri Lankan facebook users. Abstract from International Conference on Advanced Marketing 2017, Colombo, Sri Lanka.
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Fernando, WKBFNS & Rathnayake, DT 2017, 'Antecedents of facebook fan page loyalty: an empirical study of Sri Lankan facebook users', International Conference on Advanced Marketing 2017, Colombo, Sri Lanka, 26/01/17 - 27/01/17 pp. 1.

Antecedents of facebook fan page loyalty : an empirical study of Sri Lankan facebook users. / Fernando, W.K.B.F.N.S.; Rathnayake, D.T.

2017. 1 Abstract from International Conference on Advanced Marketing 2017, Colombo, Sri Lanka.

Research output: Contribution to conferenceAbstract

TY - CONF

T1 - Antecedents of facebook fan page loyalty

T2 - an empirical study of Sri Lankan facebook users

AU - Fernando, W.K.B.F.N.S.

AU - Rathnayake, D.T.

PY - 2017/1/26

Y1 - 2017/1/26

N2 - Since the birth of Web 2.0 technologies to the world, the Social media & Social networking sites have reportedly been playing a significant role. As a result of this, Facebook, today, has become the most visited website in the world and has topped the rankings in the Sri Lankan contexts as well. Given that Facebook provides a wider opportunity for business users in order to promote their businesses among the target market by means of custom pages, Facebook Fan Pages could now be identified as one of the major promotional tools, proven to be effective locally, as well as internationally. Thus, Facebook page loyalty could be identified as a significant factor for the survival and growth of any brand.Therefore, this study focuses on investigating the antecedents of Facebook Fan Page Loyalty with special reference to Sri Lankan Facebook Users. As per the extensive literature reffered, Perceived Ease of Use, Perceived Usefulness, Brand Love, Attitude, Trust and Privacy Risk were chosen as antecedents of Fan Page Loyalty. The study was quantitative in nature whereas thecross-sectional survey design was chosen as the overall research design. Data was collected using a structured questionnaire and analyzed using Structural Equation Modelling (SEM) method. Findings of the study revealed that there is a significant impact of all variables in concern on the Facebook page loyalty. However, it was also explored that out of them, the factor ‘Attitude’ is the most influential to Facebook page loyalty in Sri Lanka. Thus, it can be concluded, based on the research, that positive attitude towards the Facebook Fan page is a powerful predictor of satisfaction with the fan page, and vice versa as well.

AB - Since the birth of Web 2.0 technologies to the world, the Social media & Social networking sites have reportedly been playing a significant role. As a result of this, Facebook, today, has become the most visited website in the world and has topped the rankings in the Sri Lankan contexts as well. Given that Facebook provides a wider opportunity for business users in order to promote their businesses among the target market by means of custom pages, Facebook Fan Pages could now be identified as one of the major promotional tools, proven to be effective locally, as well as internationally. Thus, Facebook page loyalty could be identified as a significant factor for the survival and growth of any brand.Therefore, this study focuses on investigating the antecedents of Facebook Fan Page Loyalty with special reference to Sri Lankan Facebook Users. As per the extensive literature reffered, Perceived Ease of Use, Perceived Usefulness, Brand Love, Attitude, Trust and Privacy Risk were chosen as antecedents of Fan Page Loyalty. The study was quantitative in nature whereas thecross-sectional survey design was chosen as the overall research design. Data was collected using a structured questionnaire and analyzed using Structural Equation Modelling (SEM) method. Findings of the study revealed that there is a significant impact of all variables in concern on the Facebook page loyalty. However, it was also explored that out of them, the factor ‘Attitude’ is the most influential to Facebook page loyalty in Sri Lanka. Thus, it can be concluded, based on the research, that positive attitude towards the Facebook Fan page is a powerful predictor of satisfaction with the fan page, and vice versa as well.

KW - Facebook page loyalty

KW - attitude

KW - brand love

KW - perceived usefulness

M3 - Abstract

SP - 1

ER -

Fernando WKBFNS, Rathnayake DT. Antecedents of facebook fan page loyalty: an empirical study of Sri Lankan facebook users. 2017. Abstract from International Conference on Advanced Marketing 2017, Colombo, Sri Lanka.