Paper Info
Title
How to Keep Brand Fan Page Followers? The Lens of Person Environment Fit Theory.
Abstract
PurposeCompanies create brand fan pages (BFPs) on social media platforms to broadcast product information, increase brand awareness and engage customers. A common challenge facing BFPs is how to attract and retain followers effectively. Through the lens of the theory of person–environment fit (TPEF), the purpose of this paper is to develop and validate a theoretical model to explain the role of multidimensional fit perceptions in cultivating BFP users’ continued following intention.Design/methodology/approachData collected from 193 active followers of BFPs on Sina Weibo, the most prevalent social media platform in China, were used to test the proposed model. The partial least squares method was employed to assess the relationships in the model.FindingsThe findings reveal that users will continue to follow the BFP if their needs align with what the BFP provides, and if they perceive their values and characteristics to match those of the brand and fellow followers.Originality/valueThis study is among the first to extend the research context of the TPEF from organizational behaviors to examining how perceived fit influences users’ continued intention to follow in the social media context. In addition to the theoretical contributions, the findings of this study have important implications for practitioners who undertake social media management or user behavior analysis.
Year
Venue
Field
2016
AMCIS
Social media,Continuance,Advertising,Person–environment fit,Through-the-lens metering,Engineering,Perception,Marketing,Brand awareness,Virtual community
DocType
Citations 
PageRank 
Conference
0
0.34
References 
Authors
30
2
Name
Order
Citations
PageRank
Zhenya Tang100.68
Yao Shi212413.96