Abstract
Using the theories of complexity and the spiral of silence, this paper aims to understand how combinations of perceived news, brand gender, and participation explain conditions leading to brand love and customers’ attitudinal loyalty within online contexts. Drawing from a two-stage, mixed-method approach, results indicate that passive participation and brand masculinity are necessary to increase love and attitudinal loyalty to a brand, while perceived news informativeness and entertainment, brand femininity, and active participation are sufficient but not necessary. The study offers theoretical and practical insights that may guide further research and strengthen marketing attempts to improve customer engagement with online fan pages.
| Original language | English |
|---|---|
| Pages (from-to) | 164-176 |
| Number of pages | 13 |
| Journal | Journal of Business Research |
| Volume | 125 |
| Early online date | 18 Dec 2020 |
| DOIs | |
| Publication status | Published - Mar 2021 |
Keywords
- Attitudinal loyalty
- Brand gender
- Brand love
- Online fan pages
- Participation
- Perceived news
ASJC Scopus subject areas
- Marketing