The Antecedents And Outcomes Of Brand Experience On The Social Networking Site

As the population of Facebook users continues to grow, companies are paying increasing attention to the influence of social networks to promote brands. They are using this emerging platform to carry out marketing activities. However, fewer studies have actually discussed the benefit which brands could attain by operating on a social networking site. Therefore, this study aims to understand the motivation and results regarding Brand Experience of consumers when using social networking sites. We propose a model to examine the influence of intrinsic motivations. According to the results of our study, Brand Love, Entertainment value, Social Norm and Group Referent positively influence Brand Experience. In addition, we also used We Intention as mediation in the study. We believe that our results could be useful for companies to exploit social network sites as a marketing tool.