Purpose

The purpose of this study is threefold, which is as follows: investigate the mediating effect of brand fan page attractiveness on the relationship between user gratifications and customer engagement with brand fan pages, determine whether fan page agility moderates this effect and examine the influence of fan page engagement on customers' share of wallet and resistance to negative brand information.

Design/methodology/approach

By using an online questionnaire, 614 valid responses were obtained from the followers of multiple Facebook brand fan pages. Partial least squares-structural equation modelling (PLS-SEM) was used to analyse the data.

Findings

The results indicate that fan page attractiveness mediates the relationship between user gratifications and fan page engagement. However, this relationship is moderated by fan page agility. Fan page engagement increases customers' share of wallet and resistance to negative brand information. This finding suggests that creating fan page content and interactions that are attractive to customers is not sufficient for promoting engagement; brand fan pages must also be agile to customers' changing needs and competitors' moves.

Originality/value

By proposing and testing a novel moderated mediation effect, this study enriches the uses and gratifications theory (UGT) and provides new insights into the underlying mechanisms and boundary factors driving fan page engagement. In addition, this study contributes to the customer engagement literature by introducing share of wallet and resistance to negative brand information as outcome variables.

中文翻译：

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促进客户参与度方面缺少的链接：品牌粉丝页面吸引力和敏捷性的作用

目的

这项研究的目的是三方面的，如下：研究品牌粉丝页面吸引力对用户满意度和客户对品牌粉丝页面的参与之间的关系的中介作用，确定粉丝页面敏捷性是否能够缓和这种影响，并研究粉丝的影响。客户对钱包份额的页面参与度以及对负面品牌信息的抵制。

设计/方法/方法

通过使用在线问卷，从多个Facebook品牌粉丝页面的关注者那里获得614份有效回复。使用偏最小二乘结构方程模型（PLS-SEM）来分析数据。

发现

结果表明，粉丝页面吸引力吸引了用户满意度和粉丝页面参与度之间的关系。但是，通过风扇页面敏捷性可以缓和这种关系。粉丝专页参与度增加了客户的钱包份额，并抵制了负面的品牌信息。这一发现表明，创建吸引客户的粉丝页面内容和互动不足以促进互动。品牌粉丝页面还必须灵活适应客户不断变化的需求和竞争对手的举动。

创意/价值

通过提出和测试一种新颖的适度调解效果，本研究丰富了使用和满足理论（UGT），并提供了驱动粉丝参与的潜在机制和边界因素的新见解。此外，该研究通过引入钱包份额和对负面品牌信息的抵制作为结果变量，为客户参与文献做出了贡献。