THE ROLE OF FACEBOOK IN MARKETING: CONCEPTUAL MODEL AND EMPIRICAL TEST
The purpose of this research was to identify the relationships between ‘Facebook’ brand page users’ motivations, engagement behaviours and future behavioural intentions. For this purpose, a model of Facebook brand fan page user motivations, engagement and behavioural intentions was proposed. The model was tested via an online survey distributed to Facebook users in Bosnia and Herzegovina. A total of 504 usable surveys were considered for the data analysis. Following the exploratory factor analysis tests, four main motivational factors emerged; information, personal identity, leisure and social interaction. Then, the relationships between these four motivational factors and customer engagement and behavioural intentions were tested in a structural model. Model tests revealed that Facebook brand fan page users were most motivated by information needs in regards to stronger engagement with the fan pages and more positive intentions to buy products through these fan pages. Personal identity needs were also important reasons for customer engagement with brand fan pages on Facebook. Based on these results, practical recommendations were given to marketers and brand fan page administrators.