FACEBOOK POSTS FOR ACTIVE ENGAGEMENT IN STARBUCKS’S FAN PAGE: THE MEDIATING ROLES OF BRAND SELF-EXPRESSIVENESS AND BRAND JEALOUSY
Keywords:
Facebook Posts, Vividness, Interactivity, Active Engagement, Brand Self-expressiveness, Brand JealousyAbstract
This research aims to validate the proposed structural equation model containing the main variable—Facebook posts—information and entertainment posts—as influenced by two characteristics of the posts—vividness and interactivity. Within the model, the Facebook posts are proposed to directly and indirectly influence active engagement. For the indirect relationship between the posts and active engagement, brand self-expressiveness and brand jealousy are respectively tested as two mediating variables. Using Web Survey, this quantitative research obtained the data from Facebook users who have followed Starbuck’s Facebook for at least one month. All fit indices fall in acceptable ranges with all significant inferential statistics. The research findings contribute to our knowledge with regards to the content marketing strategies and several important variables. The findings also provide strategic guidelines for online marketers to enhance users’ active engagement in their Facebook brand fan pages.
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