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Towards an Understanding of the Intention to Engage on Facebook

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Advances in Digital Marketing and eCommerce (DMEC 2021)

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Abstract

Facebook is attracting marketers’ attention as a productive tool for generating successful marketing campaigns. Understanding the aspects influencing customers’ intention to purchase was thoroughly examined in the literature. Nevertheless, the relationship between the intention to purchase and the intention to engage is still largely understudied. The objective of this study is to explore possible relationships between the components of the latent dependent variable, individual intention to engage on Facebook (FB), and the components of the latent independent variables; crowd’s engagement, cognitive and affective trust components, and order-related risk factors, by using a five-point anchored scale of the intention to purchase for measurement. The results showed that the crowd’s engagement behavior is positively associated to the intention to follow a brand’s FB page, while financial risk found to be negatively associated to the intention to share or like a brand’s FB content. Results also suggested it could be a good practice to avoid symbols and emoji’s in the advert’s primary text, and that trusted FB friends’ engagement behavior is positively related to the intention to comment, making it a suitable candidate for harboring e-WoM. This study helps practitioners identify important factors for the success of digital marketing campaigns.

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Author information

Authors and Affiliations

  1. Digital Business and Innovation, Tokyo International University, Kawagoe, Japan

    Diep Ngoc Nguyen

  2. Digital Marketing and Analytics, Institute for International Strategy, Tokyo International University, Kawagoe, Japan

    Nora Sharkasi

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  1. Diep Ngoc Nguyen
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  2. Nora Sharkasi
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Correspondence to Nora Sharkasi .

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Editors and Affiliations

  1. Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. ESADE Business & Law School, Barcelona, Spain

    David López López

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Nguyen, D.N., Sharkasi, N. (2021). Towards an Understanding of the Intention to Engage on Facebook. In: Martínez-López, F.J., López López, D. (eds) Advances in Digital Marketing and eCommerce. DMEC 2021. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-76520-0_7

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