≣ MENU

Search For:  
Czech |  English

Journal of Competitiveness

Consumers’ Online Brand-Related Activities on Facebook as a Competitive E-Commerce Channel

Róbert Štefko, Ľudovít Nastišin, Ľubomír Nebeský, Richard Fedorko

Keywords:
consumers’ online activities, motives, impacts, brand, social network

Abstract:
The theme of online brand building is relevant and valuable to understand due to its constantly evolving nature and potential to increase brand competitiveness or e-commerce. This includes the issue of consumers’ online brand-related activities, motives and impacts on the brand, which require adaptable research. Our motivation is to confirm recent exploratory findings and advance knowledge in the field. The aim of the study was therefore to assess the significance of the effects of trajectories of selected motivations and consumers’ online brand-related activities (COBRAs) and subsequently assess the significance of the effects of the trajectories of these activities against the impact on the brand in the form of word of mouth. We conducted the research on Facebook in Slovakia using a questionnaire with 401 valid responses. We used Confirmatory Factor Analysis and Partial Least Square-Path Modeling to assess the results. This investigation resulted in the identification of statistically significant motive trajectories and COBRAs (5 out of 12 trajectories of effects) and subsequently COBRAs and the impact on the brand in the form of word of mouth (3 out of 3 trajectories of effects). These findings in our research setting verified the exploratory findings of Piehler et al. (2019) and thus serve as the next level of understanding for this issue. The findings improve future brand building strategies and competitiveness on social networks through better informed managerial or e-commerce decisions. This is one of the first confirmatory studies, and the limitations and future research opportunities are discussed in the conclusion.

Fulltext download:

Consumers’ Online Brand-Related Activities on Facebook as a Competitive E-Commerce Channel [PDF file] [Filesize: 555.2 KB]

10.7441/joc.2023.01.06


Štefko, R., Nastišin, L., Nebeský, L., & Fedorko, R.(2023). Consumers’ Online Brand-Related Activities on Facebook as a Competitive E-Commerce Channel. Journal of Competitiveness, 15(1), 91-112. https://doi.org/10.7441/joc.2023.01.06

Journal of Competitiveness

  

Copyright © 2009-2023 Tomas Bata University in Zlin.
Search powered by Google™

ISSN 1804-171X (Print); eISSN 1804-1728 (On-line)


Creative Commons License
The journal offers access to the contents in the open access system on the principles license Creative Commons (CC BY 4.0).