Factors Influencing Customer Brand Engagement on Facebook Fan Page

Abstract

The objectives of this study were to study the factors that influencing Customer Brand Engagement (CBE) that are (1) Customer Involvement (2) Customer Participation (3) Customer Interactivity (4) Customer Flow Experience (5) Customer Cumulative Satisfaction (6) Customer Word-of-Mouth Communication (7) Customer Trust and (8) Customer Commitment. In research methodology, overall samples based on Convenience Sampling included 400 Facebook Fan Page users in Thailand and this research is quantitative analysis via questionnaire 400 observations and collect data. The information is analyzed by description statistic consisting of frequency level, percentage, average, standard deviation and inferential statics for hypothesis testing by using t-test, F-test, LSD, Pearson Correlation Coefficient, Multiple regression with 5% level of significant. The results of this study showed 6 factors that are influencing Customer Brand Engagement: Customer Involvement, Customer Participation, Customer Flow Experience, Customer Word-of-Mouth Communication, Customer Trust and Customer Commitment. Especially Customer Commitment is the strongest influence on Customer Brand Engagement, also difference in gender, age and occupation were significantly different on Customer Brand Engagement level.