The Role of Motivational Drivers and Reward Types on Facebook Brand Page Growth : Empirical Evidence from a Field Experiment in the Swiss Health Club Industry
ISBN
978-989-732-004-0
Type
conference paper
Date Issued
2012-05-22
Author(s)
Abstract
Companies in various industries develop Facebook brand pages to facilitate
relationships with current customers and to attract new potential customers. However,an understanding of underlying drivers to systematically influence growth rates is missing. We conducted a field experiment in the Swiss health club industry and shed light on the interactive role of fundamental human motives and reward types. In particular, we provide evidence that although monetary rewards may have positive short term effects on brand page growth rates, their effects are inherently dependent on customers' need for affiliation, in contrast to potential customers' need to achieve monetizable short term benefits.
relationships with current customers and to attract new potential customers. However,an understanding of underlying drivers to systematically influence growth rates is missing. We conducted a field experiment in the Swiss health club industry and shed light on the interactive role of fundamental human motives and reward types. In particular, we provide evidence that although monetary rewards may have positive short term effects on brand page growth rates, their effects are inherently dependent on customers' need for affiliation, in contrast to potential customers' need to achieve monetizable short term benefits.
Language
English
Keywords
Motivation Theory
Customer Engagement
Facebook Brand Pages
Field
Experiment
Experiment
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Marketing to Citizens
Publisher
EMAC
Publisher place
Brüssel
Volume
1. Auflage
Start page
7
Event Title
41st Annual EMAC Conference (European Marketing Association)
Event Location
Lisbon, Portugal
Subject(s)
Eprints ID
211977