Indian Journal of Science and Technology

Abstract

Background/ Objectives: This study will empirically determine how the three dimensions of value proposition, as suggested by Aaker (1996), such as functional benefits, emotional benefits, and self-expressive benefits affect brand engagement, and whether such engagement affects sharing intentions on SNS. Methods/Statistical Analysis: The Facebook brand fan page of Samsung Mobile (www.facebook.com/samsungmobilekore) was ultimately selected. Users and fans of the fan page were requested to participate in the survey on an online survey website. In total, 192 participants responded to the online survey, and 178 copies of the questionnaire, excluding those with insincere responses, were coded and used for the final analysis. AMOS7.0 was used for the final analysis, and hierarchical chi-square analysis was conducted in order to statistically test the difference in the influence among paths. Findings: The results showed that first, functional and emotional benefits both affect brand engagement. Second, both emotional and self-expressive benefits affected brand engagement. Previous studies have proved that the former had greater effects than those of the latter. Third, self-expressive benefits were observed to have greater effects on brand engagement than functional benefits. Finally, brand engagement formed through value proposition had positive effects on the sharing intentions on SNS. Application/Improvements: These results show that it is necessary to prioritize self-expressive and emotional benefits in order to create brand engagement through Facebook brand fan pages. Such brand engagement is likely to create intentions to share and spread information, and thus, accordingly, there is a need for marketing communication strategies.
Keywords: Brand Engagement, Brand Fan Page, Facebook, Value Proposition