Facebook fan page: the effect of perceived socialness in consumer–brand communication

ABSTRACT

Facebook has become an important platform for a brand–consumer relationship channel. The current study investigates the influence of perceived socialness and its effect on consumers’ attitude toward brands. Participants (N = 404) were recruited in a large southeast university. A 2 (socialness: high vs. low) × 2 (feedback control: high vs. low) × 2 (brand image: high vs. low) between-subject design was conducted. The results of this study identified three important findings. First, high (vs. low) socialness elicited higher perceived relationship commitment, brand trust, and more favorable brand attitude. Second, the effect of socialness on brand attitude was moderated by brand image (positive vs. negative). Third, the mediation analysis showed that the effect of socialness (high vs. low) on brand attitude was fully mediated by perceived relationship commitment and brand trust.

KEYWORDS:

• Facebook
• brand trust
• brand–consumer relationship
• feedback control
• relationship commitment

Notes

1. The monetary compensation offered to participants for the main study ranged from $.50 to $.70.

2. In the section ‘Recent Posts by Others on Ward’s Market,’ the most recent customer posts are shown.