Please use this identifier to cite or link to this item: https://ir.swu.ac.th/jspui/handle/123456789/29262
ชื่อเรื่อง: Understanding Different Types of Followers’ Engagement and the Transformation of Millennial Followers into Cosmetic Brand Evangelists
ผู้แต่ง: Rungruangjit W.
Chankoson T.
Charoenpornpanichkul K.
Keywords: brand community
branded Facebook pages
followers’ engagement
millennial consumers
oppositional brand referral
positive brand referral
purchase intentions
วันที่เผยแพร่: 2023
สำนักพิมพ์: MDPI
บทคัดย่อ: Facebook pages of cosmetic products have substantially grown among millennial consumers. This study aims to explore the motivational factors that affect different types of millennial followers’ engagement, including followers on Facebook pages of cosmetic products, and examine different types of millennial followers’ engagement that influence brand evangelism. A quantitative method involving the technique of partial least square structural equation modeling was applied. An online questionnaire was designed to collect data from millennial followers. The results revealed that informational content stimulates active lurkers and passive participants, while entertaining content positively influences only active participants. Social interaction value is influential to active and passive participants. It was found that identification is the motivation factor that drives both active participants and lurkers. Confidence benefits and special treatment benefits were found to be the motivation factor that stimulates all participants. Social benefits substantially influence active participants and lurkers. Interestingly, the followers’ passive participation has a great influence on brand evangelism. This study opposes the notion that active lurkers and passive participants are less important than active participants and supports the literature by revealing the importance of distinguishing between active participants, active lurkers, and passive participants in causing different impacts on brand evangelism. © 2023 by the authors.
URI: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85150939721&doi=10.3390%2fbs13030270&partnerID=40&md5=8a2873dfcbeeb02af8d20b2627da24f1
https://ir.swu.ac.th/jspui/handle/123456789/29262
Appears in Collections:Scopus 2023

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