Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Regional Conference


Influence of Facebook Fan Page Experience with the Nike Brand: An Empirical Study on Young Consumers
(R2023-117043)

Published: November 22, 2023

AUTHORS

Pragasen Pillay, University of Cape Town; Romi Adler, University of Cape Town; Leigh Pienaar, University of Cape Town; Dean Swanich, University of Cape Town

ABSTRACT

Adopting a descriptive research approach, the study explored the relationship between a Facebook fan page experience on the Nike page and the brand loyalty of young consumers aged 18 to 25 years old. The purpose of this study was to determine whether there was a positive relationship between Facebook fan page experience and brand loyalty, and whether this relationship was influenced by the type of device used to access the Nike Facebook page. Furthermore, brand familiarity was tested for its mediating effects on the relationship. The results of this study demonstrated that there was a moderately strong positive association between Facebook fan page experience and brand loyalty. Furthermore, it was demonstrated that the association between Facebook fan page experience and brand loyalty was significantly positive when respondents accessed the Nike page from a smart phone and a laptop or computer. It was also demonstrated that brand familiarity fully mediated the relationship between Facebook fan page experience and brand loyalty.