How social media brand pages contribute to functional conflict: The central role of commitment

作者：

Highlights：

• Customer values in social media brand pages positively relate to their cognitive and affective commitment to the brand page.

• Both cognitive and affective brand page commitment positively relate to customers’ functional conflict with the brand.

• Brand-community similarity positively moderates cognitive brand page commitment-functional conflict linkage.

• Brand-community similarity fails to moderate affective brand page commitment-functional conflict linkage.

摘要

•Customer values in social media brand pages positively relate to their cognitive and affective commitment to the brand page.•Both cognitive and affective brand page commitment positively relate to customers’ functional conflict with the brand.•Brand-community similarity positively moderates cognitive brand page commitment-functional conflict linkage.•Brand-community similarity fails to moderate affective brand page commitment-functional conflict linkage.

论文关键词：Brand page,Social media,Functional conflict,Commitment,Customer value

论文评审过程：Received 31 May 2018, Revised 9 November 2018, Accepted 9 November 2018, Available online 20 November 2018, Version of Record 20 November 2018.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2018.11.007