Spreading love through fan page liking: A perspective on small scale entrepreneurs

作者：

Highlights：

• Liking a fan page significantly influenced brand love.

• WOM is found to be an outcome of fan page liking.

• Liking a brand/its fan page affected the intention to purchase that brand.

• Brand Love and WOM are significantly related.

• Gender significantly moderated four out of the five hypothesized relations.

摘要

•Liking a fan page significantly influenced brand love.•WOM is found to be an outcome of fan page liking.•Liking a brand/its fan page affected the intention to purchase that brand.•Brand Love and WOM are significantly related.•Gender significantly moderated four out of the five hypothesized relations.

论文关键词：Fan page,Facebook,Fan-page liking,Brand love

论文评审过程：Received 16 January 2015, Revised 30 July 2015, Accepted 4 August 2015, Available online 24 August 2015, Version of Record 24 August 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.08.003