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RESEARCH PRODUCT

Key Predictors of Customer Loyalty for Facebook Brand Pages. Empirical Research on Social Media Marketing

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The new marketing practices and developments have had incredible impact on consumers’ purchasing process and information-acquisition process, and most notably, social media is changing marketing. The research setting for this paper refers to consumer behavior on social media services, particularly Facebook and consumers’ interactions with brands on this social platform. Through this research, we examine which consumer behavior concept has a higher impact in generating loyalty for the brands consumers interact with on Facebook. Using Automatic Linear Modeling, we forecast and model a target variable (namely, consumer loyalty) based on linear relationships between the target variable and its established predictors (Involvement, Satisfaction, Customer-to-Customer Interactions or electronic-Word-of-Mouth/eWOM, and Consumer Participation). Results show that the variable with the most significant impact on consumers’ loyalty for a particular brand on Facebook is consumer involvement. Based on the findings, we establish various managerial recommendations for online marketing strategies and tactics on social media and we propose future directions for research, aimed at expanding the current study.