{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2023,7,14]],"date-time":"2023-07-14T08:18:28Z","timestamp":1689322708147},"reference-count":73,"publisher":"IGI Global","issue":"3","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2014,7,1]]},"abstract":"<p>The popularity of Facebook has attracted attention from the small scale business in India and inspired a wide range of marketing activities aimed at utilizing this new platform i.e. brand fan page of Facebook. While using Facebook individuals like number of brands appearing on their news feed. The motivation for liking brands may be diverse for distinctive individuals. But whether liking a brand on fan page truly represents some emotional connection with the brand or not is still unexplored. This study aims to fill this gap by determining whether liking a brand on Facebook results into brand love or is it just a fad. Further, the paper attempts to find whether there exists a relationship between brand \u201cliked\u201d on the fan page and purchase intention, and if this in turn leads to positive word of mouth. A survey of Facebook users who engage with the brand of small scale companies by \u201cliking\u201d it was undertaken as part of the study. The five small scale companies were selected on the basis of their popularity on Facebook. Structural equation modeling was applied using the data collected from 311 survey respondents to arrive at relevant outcomes.<\/p>","DOI":"10.4018\/ijbdcn.2014070102","type":"journal-article","created":{"date-parts":[[2015,6,23]],"date-time":"2015-06-23T21:14:16Z","timestamp":1435094056000},"page":"17-45","source":"Crossref","is-referenced-by-count":1,"title":["Leveraging the Benefits of Fan Page"],"prefix":"10.4018","volume":"10","author":[{"given":"Chetna","family":"Kudeshia","sequence":"first","affiliation":[{"name":"Department of Management, Birla Institute of Technology (BIT) Mesra, Noida Campus, India"}]},{"given":"Pallab","family":"Sikdar","sequence":"additional","affiliation":[{"name":"Department of Management, Birla Institute of Technology (BIT) Mesra, Noida Campus, India"}]},{"given":"Arun","family":"Mittal","sequence":"additional","affiliation":[{"name":"Department of Management, Birla Institute of Technology (BIT) Mesra, Noida Campus, India"}]}],"member":"2432","reference":[{"key":"ijbdcn.2014070102-0","doi-asserted-by":"publisher","DOI":"10.1108\/07363761311328928"},{"issue":"1","key":"ijbdcn.2014070102-1","first-page":"57","article-title":"Measuring the love feeling for a brand using interpersonal love items.","volume":"5","author":"N.Albert","year":"2010","journal-title":"Journal of Marketing Development and Competitiveness"},{"key":"ijbdcn.2014070102-2","author":"J.Arbuckle","year":"2005","journal-title":"AMOS 18 User\u2019s Guide"},{"key":"ijbdcn.2014070102-3","doi-asserted-by":"publisher","DOI":"10.1108\/09534811211254581"},{"key":"ijbdcn.2014070102-4","doi-asserted-by":"publisher","DOI":"10.1108\/14626001211277479"},{"key":"ijbdcn.2014070102-5","doi-asserted-by":"publisher","DOI":"10.1509\/jm.09.0339"},{"key":"ijbdcn.2014070102-6","first-page":"10","article-title":"Key drivers for customer engagement on Facebook brand fan pages in Bosnia and Herzegovina.","author":"M. M.Bejtagic","year":"2013","journal-title":"International Conference on Economic and Social Studies"},{"key":"ijbdcn.2014070102-7","unstructured":"Belleghem, S. V., Eenhuizen, M., & Veris, E. (2011). Social Media around the World. InSites Consulting Report."},{"key":"ijbdcn.2014070102-8","doi-asserted-by":"publisher","DOI":"10.1057\/bm.2010.6"},{"issue":"2","key":"ijbdcn.2014070102-9","first-page":"1","article-title":"An empirical investigation of the impact of Facebook fan page participation on customer behavior.","volume":"52","author":"S.Borle","year":"2012","journal-title":"Marketing Science"},{"key":"ijbdcn.2014070102-10","author":"B. M.Byrne","year":"1994","journal-title":"Structural equation modeling with EQS and EQS\/Windows-Basic concepts, applications and programming"},{"key":"ijbdcn.2014070102-11","doi-asserted-by":"publisher","DOI":"10.1007\/s11002-006-4219-2"},{"key":"ijbdcn.2014070102-12","first-page":"129","article-title":"Online reviews: Do consumers use them?","volume":"28","author":"P.Chatterjee","year":"2001","journal-title":"Advances in Consumer Research. Association for Consumer Research (U. S.)"},{"key":"ijbdcn.2014070102-13","doi-asserted-by":"publisher","DOI":"10.1108\/JEIM-05-2013-0019"},{"key":"ijbdcn.2014070102-14","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2010.07.028"},{"key":"ijbdcn.2014070102-15","doi-asserted-by":"publisher","DOI":"10.1287\/isre.12.3.304.9708"},{"key":"ijbdcn.2014070102-16","doi-asserted-by":"publisher","DOI":"10.1080\/00913367.1995.10673481"},{"key":"ijbdcn.2014070102-17","doi-asserted-by":"publisher","DOI":"10.1007\/BF02310555"},{"key":"ijbdcn.2014070102-18","doi-asserted-by":"crossref","unstructured":"Cvijikj, I. P., & Michahelles, F. (2011). A case study of the effects of moderator posts within a Facebook brand page, Springer Berlin Heidelberg, 161-170.","DOI":"10.1007\/978-3-642-24704-0_21"},{"key":"ijbdcn.2014070102-19","doi-asserted-by":"publisher","DOI":"10.1057\/bm.2014.18"},{"key":"ijbdcn.2014070102-20","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijresmar.2003.12.004"},{"key":"ijbdcn.2014070102-21","doi-asserted-by":"publisher","DOI":"10.1108\/SD-08-2013-0050"},{"key":"ijbdcn.2014070102-22","doi-asserted-by":"publisher","DOI":"10.1086\/209515"},{"key":"ijbdcn.2014070102-23","doi-asserted-by":"publisher","DOI":"10.1111\/j.1540-5885.2008.00325.x"},{"key":"ijbdcn.2014070102-24","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1040.0071"},{"key":"ijbdcn.2014070102-25","doi-asserted-by":"publisher","DOI":"10.1108\/01409171211256578"},{"key":"ijbdcn.2014070102-26","doi-asserted-by":"publisher","DOI":"10.1108\/13563281311294128"},{"key":"ijbdcn.2014070102-27","author":"J. F.Hair","year":"2010","journal-title":"Multivariate Data Analysis"},{"key":"ijbdcn.2014070102-28","volume":"Vol. 6","author":"J. F.Hair","year":"2006","journal-title":"Multivariate Data Analysis"},{"key":"ijbdcn.2014070102-29","unstructured":"Halim, W. Z. W., & Hamed, A. B. (2005). Consumer purchase intention at traditional restaurant and fast food restaurant, InProceedings of the Australian andNew ZealandMarketing Academy(ANZMAC) Conference, Australia, 107-112."},{"key":"ijbdcn.2014070102-30","doi-asserted-by":"publisher","DOI":"10.1108\/JICES-12-2012-0024"},{"key":"ijbdcn.2014070102-31","doi-asserted-by":"publisher","DOI":"10.1108\/02756660910987581"},{"key":"ijbdcn.2014070102-32","doi-asserted-by":"publisher","DOI":"10.1108\/14626001211223937"},{"key":"ijbdcn.2014070102-33","doi-asserted-by":"publisher","DOI":"10.1002\/dir.10073"},{"key":"ijbdcn.2014070102-34","doi-asserted-by":"publisher","DOI":"10.1016\/j.technovation.2007.11.002"},{"key":"ijbdcn.2014070102-35","author":"D.Hinchcliffe","year":"2009","journal-title":"Enterprise Web 2.0"},{"key":"ijbdcn.2014070102-36","doi-asserted-by":"publisher","DOI":"10.1108\/EMJB-12-2013-0057"},{"key":"ijbdcn.2014070102-37","doi-asserted-by":"publisher","DOI":"10.1080\/0965254X.2011.599493"},{"key":"ijbdcn.2014070102-38","doi-asserted-by":"publisher","DOI":"10.1108\/13287261211232153"},{"key":"ijbdcn.2014070102-39","doi-asserted-by":"publisher","DOI":"10.1108\/JPBM-05-2013-0299"},{"key":"ijbdcn.2014070102-40","doi-asserted-by":"publisher","DOI":"10.1108\/13612021211265791"},{"key":"ijbdcn.2014070102-41","doi-asserted-by":"publisher","DOI":"10.1108\/09564231211248444"},{"key":"ijbdcn.2014070102-42","doi-asserted-by":"publisher","DOI":"10.1108\/02634501211273805"},{"key":"ijbdcn.2014070102-43","doi-asserted-by":"publisher","DOI":"10.1108\/JRIM-12-2013-0081"},{"key":"ijbdcn.2014070102-44","author":"R. B.Kline","year":"2011","journal-title":"Principles and Practice of Structural Equation Modeling"},{"key":"ijbdcn.2014070102-45","doi-asserted-by":"publisher","DOI":"10.1177\/1461444814543999"},{"issue":"1","key":"ijbdcn.2014070102-46","first-page":"54","article-title":"Increasing the ROI of social media marketing.","volume":"54","author":"V.Kumar","year":"2012","journal-title":"MIT Sloan Management Review"},{"key":"ijbdcn.2014070102-47","author":"D.McQuail","year":"1987","journal-title":"Mass communication theory: An introduction"},{"issue":"1","key":"ijbdcn.2014070102-48","first-page":"94","article-title":"Identifying the Factors Influencing the Feeling of Love toward a Brand: The Adidas Case.","volume":"103","author":"M.Mohammadian","year":"2014","journal-title":"Switzerland Research Park Journal"},{"key":"ijbdcn.2014070102-49","doi-asserted-by":"publisher","DOI":"10.2501\/IJA-30-1-013-046"},{"key":"ijbdcn.2014070102-50","doi-asserted-by":"publisher","DOI":"10.1509\/jm.11.0105"},{"key":"ijbdcn.2014070102-51","doi-asserted-by":"publisher","DOI":"10.1509\/jm.11.0105"},{"issue":"1","key":"ijbdcn.2014070102-52","first-page":"304","article-title":"The Role of Brand Love and Excitement in the Word of Mouth.","volume":"103","author":"M.Nazari","year":"2014","journal-title":"Switzerland Research Park Journal"},{"key":"ijbdcn.2014070102-53","author":"J. C.Nunnally","year":"1978","journal-title":"Psychometric Theory"},{"key":"ijbdcn.2014070102-54","doi-asserted-by":"publisher","DOI":"10.1016\/S0272-6963(98)00020-5"},{"key":"ijbdcn.2014070102-55","doi-asserted-by":"publisher","DOI":"10.1089\/cpb.2009.0003"},{"key":"ijbdcn.2014070102-56","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2013.01.003"},{"key":"ijbdcn.2014070102-57","doi-asserted-by":"publisher","DOI":"10.7903\/cmr.9710"},{"key":"ijbdcn.2014070102-58","doi-asserted-by":"publisher","DOI":"10.1207\/S15328007SEM0702_9"},{"key":"ijbdcn.2014070102-59","unstructured":"Reitz, A. R. (2012). Online consumer engagement: Understanding the antecedents and outcomes. Doctoral dissertation, Colorado State University."},{"key":"ijbdcn.2014070102-60","doi-asserted-by":"publisher","DOI":"10.1108\/OIR-05-2013-0101"},{"issue":"4","key":"ijbdcn.2014070102-61","first-page":"10","article-title":"Let\u2019s not overlook content validity.","volume":"29","author":"M. J.Rungtusanatham","year":"1998","journal-title":"Decision Line"},{"key":"ijbdcn.2014070102-62","doi-asserted-by":"publisher","DOI":"10.1108\/JPBM-05-2013-0315"},{"key":"ijbdcn.2014070102-63","doi-asserted-by":"publisher","DOI":"10.1108\/00251741211203551"},{"issue":"1","key":"ijbdcn.2014070102-64","first-page":"163","article-title":"Consumer-object relations: A conceptual framework based analogously on Sternberg\u2019s triangular theory of love.","volume":"15","author":"T. A.Shimp","year":"1988","journal-title":"Advances in Consumer Research. Association for Consumer Research (U. S.)"},{"key":"ijbdcn.2014070102-65","doi-asserted-by":"publisher","DOI":"10.1509\/jmr.09.0401"},{"key":"ijbdcn.2014070102-66","doi-asserted-by":"publisher","DOI":"10.1108\/JRIM-05-2013-0026"},{"key":"ijbdcn.2014070102-67","doi-asserted-by":"publisher","DOI":"10.1108\/MIP-04-2013-0056"},{"key":"ijbdcn.2014070102-68","doi-asserted-by":"publisher","DOI":"10.1108\/JPBM-06-2013-0326"},{"key":"ijbdcn.2014070102-69","first-page":"56","article-title":"Structural Equation Models with Non-normal Variables: Problems and Remedies","author":"S. G.West","year":"1995","journal-title":"Structural Equation Modeling: Concepts, Issues and Applications"},{"key":"ijbdcn.2014070102-70","doi-asserted-by":"publisher","DOI":"10.1086\/209243"},{"key":"ijbdcn.2014070102-71","unstructured":"Wragg, T. (2004). Nurturing brand advocates. Brand Strategy, 36-37."},{"key":"ijbdcn.2014070102-72","unstructured":"Yang, Y., & Kankanhalli, A. (2014). The Impact of Social Media Marketing on Online Small Business Performance. Retrieved from (http:\/\/pacis2014.org\/data\/PACIS_mainconference\/pdf\/pacis2014_submission_208.pdf) on October, 2014."}],"container-title":["International Journal of Business Data Communications and Networking"],"original-title":[],"language":"ng","link":[{"URL":"https:\/\/www.igi-global.com\/viewtitle.aspx?TitleId=131477","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,6,1]],"date-time":"2022-06-01T22:07:33Z","timestamp":1654121253000},"score":1,"resource":{"primary":{"URL":"https:\/\/services.igi-global.com\/resolvedoi\/resolve.aspx?doi=10.4018\/ijbdcn.2014070102"}},"subtitle":["From Like to Love"],"short-title":[],"issued":{"date-parts":[[2014,7,1]]},"references-count":73,"journal-issue":{"issue":"3","published-print":{"date-parts":[[2014,7]]}},"URL":"https:\/\/doi.org\/10.4018\/ijbdcn.2014070102","relation":{},"ISSN":["1548-0631","1548-064X"],"issn-type":[{"value":"1548-0631","type":"print"},{"value":"1548-064X","type":"electronic"}],"subject":[],"published":{"date-parts":[[2014,7,1]]}}}