Brand Consumer Social Sharing Value And Brand Facebook Page Engagement: Mediating Role Of Satisfaction And Trust

Abstract

In competitive marking environment social media (Facebook) create obvious technological aspect in the advertisement of Apparel brands. Marketer are strives to create engagement between consumer and brands by engaging them through social media with mutually incorporated efforts of both consumers and brands. The relationship between Brand Consumer Social Sharing Value (BCSSV) and Brand Facebook Page Engagement (BFPE) had been investigated in this study with mediating effect of Satisfaction and Trust between brand consumer social sharing value and brand Facebook page engagement. The data was collected from the social media users from Pakistan, who uses Facebook frequently.  Results shows that trust mediates between brand Facebook page engagement and brand consumer social sharing value. Brands should use these B2C social sharing values to create engagement on their Facebook Pages brand community and encourage their users to made interaction and put valuable response or feedback to get an individual recognition in the brands communities.