Beyond the “like”: customer engagement of brand fans on Facebook

Purpose The purpose of this study is to explore customer engagement (CE) in Facebook brand communities. It clusters Facebook brand fans to establish whether an existing typology holds in a diverse sample, and examines the differences in CE between the clusters. The predictive capabilities of CE on an important brand outcome, electronic word-of-mouth (eWOM), are determined. Design/methodology/approach In total, 493 respondents participated in an online survey. A two-step cluster analysis was conducted to determine the fan types. ANOVA was used to assess the differences in CE between the clusters. Multiple regression determined the predictive capabilities of CE on eWOM. Findings This research confirms the Facebook fan typology on a more diverse sample. Significant differences exist between the fan types on CE (captivation and gratification) and CE significantly predicts eWOM. Research limitations/implications Future research could include motivations behind brand fan behavior. Using other CE measures may bring a different view. Theoretical perspectives other than social identity theory (SIT) may elicit other insights. Practical implications Insights into brand fan segments’ behavior and engagement allow brand managers to develop targeted marketing interactions. Gratification engagement is a stronger driver of eWOM, suggesting that brands should focus on marketing actions that will encourage gratification. Originality/value This research expands on Facebook brand fan typologies and explores CE as a multi-dimensional construct, rather than as a mere “like” action. Additionally, it determines the predictive capabilities of CE dimensions on eWOM. The findings suggest that SIT could be useful when examining CE in brand communities.