Motivations of Facebook Users for Responding to Posts on a Community Page

  • Fei-Hui Huang
Part of the Lecture Notes in Computer Science book series (LNCS, volume 8029)


This study used an Internet-based survey to understand what motivates Facebook users to like, share, or comment on the posts on a community page. This study investigates the classification of post content on a community page, the consumer–brand relationship, and motivations of users to identify how they influence user engagement with SNSs. This study used a Web-based survey to collect data on users’ personal preferences, self-perceived relationships with brands, and motivation for responding to different forms of content. This empirical study explored the impact of consumer–brand relationships, post contents, gender, and motivation on users’ response behavior to posts.


User’s motivation Social networking sites User-Web interaction Virtual brand communities 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 1.
    Algesheimer, R., Dholakia, U., Herrmann, A.: The social influence of brand communities: evidence from European car clubs. Journal of Marketing 69, 19–34 (2005)CrossRefGoogle Scholar
  2. 2.
    Arnone, L., Colot, O., Croquet, M.: Company managed virtual communities in global brand strategy. Global Journal of Business Research 4(2), 97–112 (2010)Google Scholar
  3. 3.
    Casal, L., Flavin, C., Guinalu, M.: The impact of participation in virtual brand communities on consumer trust and loyalty: The case of free software. Online Information Review 31(6), 775–792 (2007)CrossRefGoogle Scholar
  4. 4.
    Deci, E.L., Ryan, R.M.: Intrinsic motivation and self-determination in human behavior. Plenum, New York (1985)CrossRefGoogle Scholar
  5. 5.
    Dholakia, U.M., Richard, P.B., Lisa, K.P.: A social influence model of consumer participation in network- and small-groupbased virtual communities. International Journal of Research in Marketing 21(3), 241–263 (2004)CrossRefGoogle Scholar
  6. 6.
    Facebook: Press Room (2010), (accessed July 26, 2010)
  7. 7.
    Kaplan, A.M., Haenlein, M.: Users of the world, unite! The challenges and opportunities of social media. Business Horizons 53(1), 59–68 (2010)CrossRefGoogle Scholar
  8. 8.
    Keith, N.H., Lauren, S.G., Lee, R., et al.: Social networking sites and our lives. Pew Research Center’s Internet & American Life Project 3 (2011) Google Scholar
  9. 9.
    Koh, J., Kim, D.: Knowledge sharing in virtual communities: an e-business perspective. Expert Systems with Applications 26, 155–166 (2004)CrossRefGoogle Scholar
  10. 10.
    Lin, K.Y., Lu, H.P.: Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in Human Behavior 27, 1152–1161 (2011)MathSciNetCrossRefGoogle Scholar
  11. 11.
    McKenna, K.Y.A., Bargh, J.A.: Causes and consequences of social interaction on the internet: A conceptual framework. Media Psychology 1, 249–269 (1999)CrossRefGoogle Scholar
  12. 12.
    Park, C.W., Maclnnis, D.J., Priester, J., et al.: Brand Attachment and Brand Attitude Strenght: Conceptual and Emperical Differentation of two Critical Brand Equity Drivers. Journal of Marketing 74, 1–17 (2010)CrossRefGoogle Scholar
  13. 13.
    Powell, J.: 33 Million people in the room: How to create, influence and run a successful business with social networking. FT Press, NJ (2009) Google Scholar
  14. 14.
    Sledgianowski, D., Kulviwat, S.: Using social network sites: The effects of playfulness, critical mass and trust in a hedonic context. Journal of Computer Information Systems 49, 74–83 (2009)Google Scholar
  15. 15.
    Wellman, B., Gulia, M.: Net-surfers don’t ride alone: Virtual communities as communities. In: Wellman, B. (ed.) Networks in the Global Village: Life in Contemporary Communities. Westview Press, Boulder (1999)Google Scholar
  16. 16.
    Yang, C., Hsu, Y.C., Tan, S.: Predicting the determinants of users’ intentions for using YouTube to share video: moderating gender effects. Cyber Psychology & Behavior 13, 1–12 (2010)zbMATHGoogle Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Fei-Hui Huang
    • 1
  1. 1.Department of Marketing and Distribution ManagementOriental Institute of TechnologyPan-ChiaoTaiwan R.O.C

Personalised recommendations