Please use this identifier to cite or link to this item: https://ir.swu.ac.th/jspui/handle/123456789/29262
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dc.contributor.authorRungruangjit W.
dc.contributor.authorChankoson T.
dc.contributor.authorCharoenpornpanichkul K.
dc.contributor.otherSrinakharinwirot University
dc.date.accessioned2023-11-15T02:08:13Z-
dc.date.available2023-11-15T02:08:13Z-
dc.date.issued2023
dc.identifier.urihttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85150939721&doi=10.3390%2fbs13030270&partnerID=40&md5=8a2873dfcbeeb02af8d20b2627da24f1
dc.identifier.urihttps://ir.swu.ac.th/jspui/handle/123456789/29262-
dc.description.abstractFacebook 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.
dc.publisherMDPI
dc.subjectbrand community
dc.subjectbranded Facebook pages
dc.subjectfollowers’ engagement
dc.subjectmillennial consumers
dc.subjectoppositional brand referral
dc.subjectpositive brand referral
dc.subjectpurchase intentions
dc.titleUnderstanding Different Types of Followers’ Engagement and the Transformation of Millennial Followers into Cosmetic Brand Evangelists
dc.typeArticle
dc.rights.holderScopus
dc.identifier.bibliograpycitationBehavioral Sciences. Vol 13, No.3 (2023)
dc.identifier.doi10.3390/bs13030270
Appears in Collections:Scopus 2023

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