Social media marketing in Facebook fanpages: A study of Starbucks and McDonald’s
DOI:
https://doi.org/10.7903/ijecs.2331Keywords:
social media marketing, interactivity, engagement, trust, post-purchase behavior, FacebookAbstract
Social media is an emerging Internet-based channel for marketing to customers. One of the most well-liked marketing tools among them is Facebook (FB). Few studies focus on FMCG brands like McDonald's and Starbucks, even though we spend most of our time on Facebook. Based on 806 valid samples from McDonald's and Starbucks fanpage users, this study used structural equation modeling (SEM) to examine the relationships among interactivity (INT), engagement (ENG), trust (TRT), and post-purchase behavior. The findings showed that INT and ENG would both have a direct impact on TRT, influencing brand loyalty (BL), with ENG having a smaller effect than INT. Furthermore, BL impacts purchase intention (PI) through word-of-mouth (WOM). In the context of social media marketing, both INT and ENG positively affect BL via TRT, with INT outpacing ENG on TRT.
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