Customer engagement factors in Facebook brand pages

Abstract

India is relatively new in adopting social media and this paper try to identify the factors influencing customer engagement in Facebook brand pages. The main source of data used in this article is from Facebook’s insight data. The 134 selected Facebook Brand Pages were monitored regarding both the brand’s activity (posts) as well as the consumers’ interactions with the brand’s activity (likes, comments, etc.). The Fanpage Karma, a social-media monitoring tool was used to collect the data. A conceptual framework is provided that helps to understand the factors influencing the consumer engagement in Facebook brand pages. This paper proposes an empirical model based on Indian Facebook brand pages, which can help in increasing the brand engagement in Facebook brand pages.