Telepresence as a Mediator from Characteristics of FB Posts to the Integration of Social Media Based Brand Community
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Published:
Dec 31, 2020
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Abstract
This research paper proposes and proves the research framework containing Facebook (FB) Page posts, Telepresence, and Integration of Social Media Based Brand Community. The population in this study are followers of a professional football club’s FB who have engaged with the FB posts for at least a month. All fit indices fall in acceptable ranges with all significant inferential statistics. This research contributes to our knowledge that FB page Posts containing two important characteristics—vividness and interactivity influence not only the posts’ popularity but also toward the integration of social media based brand community and through telepresence.
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How to Cite
Srivardhana, T. . . (2020). Telepresence as a Mediator from Characteristics of FB Posts to the Integration of Social Media Based Brand Community . Dusit Thani College Journal, 14(3), ุ641–656. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/245556
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Research Article
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References
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Pelet, J. É., Ettis, S., & Cowart, K. (2017). Optimal experience of flow enhanced by telepresence: Evidence from social media use. Information & Management, 54(1), 115-128.
Schembri, S., Merrilees, B., & Kristiansen, S. (2010). Brand consumption and narrative of the self. Psychology & marketing, 27(6), 623-637.
Singh, S., & Sonnenburg, S. (2012). Brand performances in social media. Journal of interactive marketing, 26(4), 189-197.
Shannon, J. R. (1999). Sports marketing: an examination of academic marketing publication. Journal of services marketing, 13(6), 517-535.
Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications.
Smith, A. (2012). Introduction to sport marketing. Routledge.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
Beukeboom, C. J., Kerkhof, P., & de Vries, M. (2015). Does a virtual like cause actual liking? How following a brand's Facebook updates enhances brand evaluations and purchase intention. Journal of Interactive Marketing, 32, 26-36.
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83-91.
Dillman, D. A. (2011). Mail and Internet surveys: The tailored design method--2007 Update with new Internet, visual, and mixed-mode guide. John Wiley & Sons.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of business research, 58(3), 387-396.
Fullerton, S., & Merz, G. R. (2008). The four domains of sports marketing: A conceptual framework. Sport Marketing Quarterly, 17(2).
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016).
Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76-82.
Luarn, P., Lin, Y. F., & Chiu, Y. P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519.
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community.
Journal of marketing, 66(1), 38-54.
Muniz, A. M., & O'guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.
Nowak, K. L., & Biocca, F. (2003). The effect of the agency and anthropomorphism on users' sense of telepresence, copresence, and social presence in virtual environments. Presence: Teleoperators & Virtual Environments, 12(5), 481-494.
Pelet, J. É., Ettis, S., & Cowart, K. (2017). Optimal experience of flow enhanced by telepresence: Evidence from social media use. Information & Management, 54(1), 115-128.
Schembri, S., Merrilees, B., & Kristiansen, S. (2010). Brand consumption and narrative of the self. Psychology & marketing, 27(6), 623-637.
Singh, S., & Sonnenburg, S. (2012). Brand performances in social media. Journal of interactive marketing, 26(4), 189-197.
Shannon, J. R. (1999). Sports marketing: an examination of academic marketing publication. Journal of services marketing, 13(6), 517-535.
Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications.
Smith, A. (2012). Introduction to sport marketing. Routledge.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.