Purpose

This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates and the moderating effect of the amount of time spent on Facebook on the relationship between brand advocacy and purchase intentions. Finally, the moderating effect of brand type (goods vs services) on the relationship between brands’ activities and brand advocacy is explored.

Design/methodology/approach

US adults who use Facebook as their primary social media platform participated in a survey via Amazon Mechanical Turk. Structural equation modeling was used to test the proposed hypotheses.

Findings

The three brand activities are positively related to users’ advocacy of brands toward other users. Brand advocacy also positively influences purchase intentions of brand advocates. The amount of time spent on Facebook moderates the relationship between brand advocacy and purchase intentions. The brand type moderates the relationship between co-creation and brand advocacy.

Originality/value

This study differs from the existing research, which has typically used a user-oriented perspective (e.g. impact of user motivations) to explain brand advocacy and has not considered the outcome of brand advocacy on the brand advocates’ purchase intentions.

中文翻译：

---

通过Facebook上的品牌活动发展品牌宣传

目的

本文旨在调查品牌的社交媒体活动（可信的内容交付，共同创建和响应度）如何影响品牌拥护度。本文还研究了品牌拥护对品牌拥护者购买意愿的影响以及在Facebook上花费的时间对品牌拥护与购买意愿之间关系的调节作用。最后，探讨了品牌类型（商品与服务）对品牌活动与品牌主张之间关系的调节作用。

设计/方法/方法

使用Facebook作为主要社交媒体平台的美国成年人通过Amazon Mechanical Turk参加了一项调查。使用结构方程模型来检验所提出的假设。

发现

这三个品牌活动与用户对其他用户的品牌拥护程度呈正相关。品牌拥护还积极影响品牌拥护者的购买意愿。在Facebook上花费的时间可以缓和品牌拥护与购买意图之间的关系。品牌类型可缓和共同创造与品牌拥护之间的关系。

创意/价值

这项研究与现有研究不同，现有研究通常使用面向用户的观点（例如，用户动机的影响）来解释品牌拥护，而没有考虑品牌拥护对品牌拥护者购买意图的影响。