Title: Follow the leader: understanding young adults' intentions to follow brands on Facebook

Authors: Kelty Logan

Addresses: College of Media, Communication and Information, University of Colorado, 748 UCB, Boulder, Colorado, USA

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.

Keywords: theory of planned behaviour; TPB; technology acceptance model; TAM; Facebook; social media; online brands; new media; brand followers; brand consciousness; young adults; intention to follow; behavioural beliefs; normative beliefs; perceived ease of use; perceived usefulness; information-seeking behaviour; self-efficacy; benefits; utility; peer influence.

DOI: 10.1504/IJIMA.2016.080164

International Journal of Internet Marketing and Advertising, 2016 Vol.10 No.3, pp.152 - 170

Accepted: 03 Apr 2016
Published online: 02 Nov 2016 *

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