University of Twente Student Theses


De invloed van social media op brand loyalty : “Brandpages: Van Like naar Loyalty”.

Vlaskamp, D. (2012) De invloed van social media op brand loyalty : “Brandpages: Van Like naar Loyalty”.

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Abstract:Introduction : Social media are anchored in our society nowadays. A vast majority of companies is involved with social mediadoes something with social media and every one of those companies strives for likes, fans and followers on the different social media networks. With a high amount of time, money and energy spent one would expect that organizations measure their returns on investment, however the opposite seems to be the case. Only 13% of all organizations measure the effect in terms of turnover and customer loyalty (Kloos, 2011). In existing literature there is a gap in the knowledge about the influence of social media on elements like turnover and loyalty as well.. Focus : This research focuses on the influence of social media on customer loyalty and tries to answer the question to what extent social media influences brand loyalty. Social media is limited to Facebook brandpages in this research. To answer this question the perquisites for a successful Facebook brandpage were determined , the effect of brandpage commitment on brand loyalty was defined and the consequences of brand loyalty were examined. Method : A mix of online and offline questionnaires were used to collect data. The questionnaires were previously validated in preceding research. Two respondent groups were used. One group existed of fans of a brand on Facebook , one group existed of individuals that were not fans of a brand on Facebook. The total number of respondents for the Facebook group was 105 and for the “not fan” group was 98. The respondents were found using the Facebook page of the researcher, postings on several internet fora and using Twitter. The link to the questionnaire has been re-tweeted several times to obtain a higher number of respondents. The offline questionnaire was spread in the cafeteria of the university and a gym where the researcher teaches. The respondents who were fans of a brand were asked to fill in the questionnaire with this particular brand in mind. The non-fans were asked to fill in the questionnaire with a brand in mind which they have come in to contact with for the past two weeks. Results : Some determinants had a significant influence on brandpage commitment; for instance support for member communication, perceived community value and recognition for member contribution. Brandpage commitment also has a significant influence on brand loyalty. Respondents who were a fan of a brand scored significantly higher on word of mouth intentions, re-purchase intentions and co-production intentions compared to the non fans. Fans of a brandpage scored –as expected- significantly higher on brand loyalty than non fans. Conclusions : Social media efforts have an influence on brand loyalty, however only when the brandpage itself meets the requirements to create brandpage commitment. The brandpage should stimulate the communication between members and between members and the brand. The goal of the brandpage should be clear and the brandpage should openly show recognition for member contribution. This way brandpage commitment is created. This will have a positive effect on brand loyalty which in turn will positively affect word of mouth intentions, re-purchase intentions and co-production intentions.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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