Examining the dilution of the consumer-brand relationship on Facebook

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dc.contributor.author Ramadan, Zahy
dc.date.accessioned 2018-11-29T08:20:59Z
dc.date.available 2018-11-29T08:20:59Z
dc.date.copyright 2017 en_US
dc.date.issued 2018-11-29
dc.identifier.issn 1352-2752 en_US
dc.identifier.uri http://hdl.handle.net/10725/9821 en_US
dc.description.abstract Purpose Brands have been progressively using social networking sites, namely, Facebook, as part of their strategy to engage their consumers and ultimately build long-term relationships with them. Nonetheless, with the overuse of “engagement ads” by brands, saturation related to information overload is expected to be reached leading to the dilution of the consumer–brand relationship. The purpose of this paper is to fill a gap in the literature which has predominantly focused on the positive side of social networking sites, and hence still lacks a thorough understanding of the potential risks brands face when using Facebook. Accordingly, this research examines the different risks brands would be facing from saturated consumers on social networking sites such as Facebook. Design/methodology/approach A qualitative study was conducted, with a total of 40 respondents using face-to-face semi-structured interviews over two stages. While the first stage of the study focused on examining the saturation risk and its potential negative effects, the second one explored these risks specifically on the consumer–brand relationship on Facebook. The interviews were recorded, transcribed and then coded for analysis using NVivo 8. Findings Brands are overloading their followers with passively endorsed brand messages, which are negatively affecting consumers’ experience on Facebook, as well as the relationship with these brands. This overall dilution of the consumer–brand relationship on Facebook was hence found to be affecting interaction, similarity with friends, the system quality of the social networking site, as well as information quality. Furthermore, this dilution was found to be affecting brand likability, brand trust and brand association. Originality/value The negative implications are still scarcely examined in the literature where social media engagement is predominantly discussed through a positive lens. Hence, this study has the peculiarity of discussing the risks that companies would face with Facebook’s engagement model along with their implications on the consumer-brand relationship. en_US
dc.language.iso en en_US
dc.title Examining the dilution of the consumer-brand relationship on Facebook en_US
dc.type Article en_US
dc.description.version Published en_US
dc.title.subtitle the saturation issue en_US
dc.author.school SOB en_US
dc.author.idnumber 199503670 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.description.embargo N/A en_US
dc.relation.journal Qualitative Market Research: An International Journal en_US
dc.journal.volume 20 en_US
dc.journal.issue 3 en_US
dc.article.pages 335-353 en_US
dc.keywords Social media en_US
dc.keywords Online communities en_US
dc.keywords Consumer-brand relationship en_US
dc.keywords Information overload en_US
dc.keywords Saturation en_US
dc.identifier.doi https://doi.org/10.1108/QMR-07-2016-0064 en_US
dc.identifier.ctation Ramadan, Z. (2017). Examining the dilution of the consumer-brand relationship on Facebook: the saturation issue. Qualitative Market Research: An International Journal, 20(3), 335-353. en_US
dc.author.email zahy.ramadan@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.emeraldinsight.com/doi/full/10.1108/QMR-07-2016-0064 en_US
dc.orcid.id https://orcid.org/0000-0001-8368-3617 en_US
dc.author.affiliation Lebanese American University en_US

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