... they do? The authors’ review revealed that a prevailing theoretical approach that may help answer these questions is inadequate. The technology acceptance model (TAM) from information systems was grafted into marketing to explain consumer technology adoption. TAM predicts Facebook adoption effectively...

... Facebook brand page participants were interviewed, and the interviews were recorded digitally and transcribed verbatim, providing data for analysis. Triangulation was accomplished through examination of informants’ Facebook webpages that presented their own postings. The transcribed data were interpreted...

...Vitor Moura Lima; Hélio Arthur Reis Irigaray; Carlos Lourenco Purpose Based on the conceptual model of consumer engagement in a virtual brand community, this study aims to investigate this phenomenon and gauges the validity of the model’s assumptions in the context of a Facebook fan page...

... the effects they have on member engagement from an identity theories perspective. Design/methodology/approach A netnography of a university’s Facebook and Instagram accounts was undertaken to analyse exemplary content co-creation practice and resulting user reactions in an organic setting. Findings...

...Prabash Aminda Edirisingha; Jamal Abarashi; Shelagh Ferguson; Rob Aitken Purpose The purpose of this paper is to illustrate the methodological significance and potential of integrating Facebook in ethnographic research. The authors discuss how friendly relationships with participants could...

...Lorena Castro; Jose Marquez Purpose This research aims to explore the way companies can use social network sites, in particular Facebook, to understand the elements of the actual and ideal-selves of their target market. An important issue is whether the brand’s personality should match consumers...

...Sarah Sloan; Kelli Bodey; Richard Gyrd-Jones Purpose – The purpose of this paper was to explore the role knowledge sharing plays in both firm-sponsored (FS) and user-generated (UG) Online Brand Communities (OBCs) on Facebook. Branding through online mediums is an under-researched area...