Follow the leader: understanding young adults' intentions to follow brands on Facebook
by Kelty Logan
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 10, No. 3, 2016

Abstract: Two theoretical models - the Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM) - were used to evaluate how young adults decide to follow brands on Facebook. An online survey was fielded among approximately 500 current social media users. Established scales measured nine variables: behavioural and normative beliefs, perceived ease of use, perceived usefulness, information-seeking behaviour, social media self-efficacy, brand consciousness, attitudes towards the act, and intent to act. Results indicated that following brands was more influenced by users' assessments of the benefits (utility) and ease of use attributed to the activity than by peer influence. As a result of these findings, it is recommended to practitioners that brand activities on Facebook should focus on current and potential consumers by extending consumer promotional activities.

Online publication date: Sun, 06-Nov-2016

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com