Investigating the role of identification for social networking Facebook brand pages

作者：

Highlights：

• This study highlights the multiple roles of identification in a Facebook context.

• Identification is targeted at: a brand’s Facebook page, the users, and the brand.

• The targets of identification have differential effects on brand page and brand.

• Separating identification targets has numerous managerial diagnostic benefits.

摘要

•This study highlights the multiple roles of identification in a Facebook context.•Identification is targeted at: a brand’s Facebook page, the users, and the brand.•The targets of identification have differential effects on brand page and brand.•Separating identification targets has numerous managerial diagnostic benefits.

论文关键词：Identification,Customer loyalty,Social media,Facebook,Partial least squares path modeling,PLS-PM

论文评审过程：Received 9 September 2017, Revised 15 January 2018, Accepted 28 January 2018, Available online 20 February 2018, Version of Record 28 February 2018.

论文官网地址：https://doi.org/10.1016/j.chb.2018.01.033