Ahmad Radzi, Nor Azim and Harun, Amran and Ramayah, T. and Mohd Kassim, Abdul Wahid and Jaratin, Lily (2018) Benefits of facebook fan/brand page marketing and its influence on relationship commitment among generation Y: empirical evidence from Malaysia. Telematics and Informatics, 35 (7). pp. 1980-1993. ISSN 0736-5853
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This study aims to understand the influence of relational benefits of Facebook brand/fan page towards relationship commitment among Generation Y. Additionally, this study also investigates the mediating effect of customer satisfaction on the relationship between relational benefits and relationship commitment. A total of 195 sets of online questionnaire were collected using snowball sampling method for the statistical data requirement of SmartPLS. The analysis found significant positive relationships between relational benefits and relationship commitment, however, only on social, functional, and special treatment benefits. Surprisingly, the findings also showed an insignificant mediation effect of customer satisfaction on the relationship between relational benefits and relationship commitment. The research findings are valuable to both the theoretical and businesses adopting social media as a marketing strategy. Marketers employing the Facebook or other social media in catering and reacting to the Generation Y needs will benefit the most; securing their confidence and loyalty towards purchasing a certain brand.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Facebook marketing; Relational benefits; Relationship commitment; Customer satisfaction; Generation Y; Malaysia |
| Subjects: | T Technology > T Technology (General) H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products |
| Divisions: | Faculty of Technology Management and Business > Department of Business Management |
| Depositing User: | UiTM Student Praktikal |
| Date Deposited: | 24 Jan 2022 00:59 |
| Last Modified: | 24 Jan 2022 00:59 |
| URI: | http://eprints.uthm.edu.my/id/eprint/5812 |
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