Friends with benefits : can firms benefit from consumers’ sense of community in brand Facebook pages?

Abstract

PURPOSE : This two-country comparative study’s purpose is to investigate antecedents to, and the consequences of a sense of belonging to a firm’s Facebook community. DESIGN/METHODOLOGY/APPROACH : The model was grounded in the theory of sense of community and tested through structural equation modelling. Consumer panels were used via online surveys. FINDINGS : Of the three antecedents hypothesised to influence an individual’s sense of belonging, enjoyment is a very strong predictor in both countries; while the credibility of posts was also a significant predictor for Australia, but not for South Africa. The findings also show no direct relationship between a sense of belonging and continuing behaviour. However, for both countries, there is a strong relationship between a sense of belonging and the involvement with firm offerings in Facebook; and that involvement is significant for the intention to continue engaging with firms through this social media environment. RESEARCH LIMITATIONS/IMPLICATIONS : The findings support the framing of the study, in the sense of community theory and enhance researchers’ understanding of the role of a sense of belonging in moving visitors from simply clicking “like” to a deeper sense of engagement with the firm’s social media community and the flow-on effect to managerial relevant outcomes. ORIGINALITY/VALUE : The model is developed from the theory of sense of belonging, thus providing a fresh perspective to this research context. Additionally, there is limited research into the psycho-social antecedents and the outcomes of consumers’ sense of belonging to a firm’s Facebook community.