Effect of Facebook Fanpage Benefit on Brand Trust and Brand Commitment: A Case of Restaurant Facebook Fanpage
Keywords:Brand Trust, Brand Commitment, Functional Benefits, Social-Psychological Benefits, Hedonic Benefits
The purpose of this research was to study the effect of Facebook fanpage benefits on brand trust and brand commitment. Facebook was selected as a representative of social network sites. Online questionnaires were used in data collection process. The questionnaires were distributed proportionately to Thailand Facebook users’ demography. The questionnaires survey collected from 380 Thai customers who joined restaurants Facebook fanpage. The result of the empirical research found that hedonic benefits had the greatest impact on brand commitment following by functional benefits and social-psychological benefits respectively through active participation and brand trust, but monetary benefits do not significantly impact.
This research also proposed a model to brand benefits, brand trust and brand commitment. This is key factors that lead to business growth which can be adapted to both small and large firm especially restaurant firm. This will help Thai businesses to advance their competitiveness and sustainably grow in the market.
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