Brand commitment on brand pages in a Social Networking Site context

Social Networking Sites (SNS) provide a new platform for consumer/brand interaction on the Internet. On SNS, firms have the opportunity to create and manage a “brand page” in order to interact with SNS members. Brand pages allow interaction between the members of the page, as well as interaction between the members and the brand, namely brand tribalism and brand relationship. This paper investigates the functioning of SNS as a new platform for brand communities, integrating both consumer-brand relationship and brand communities. More specifically, we aim to understand the impact of brand-managed communities embedded in SNS on brand page commitment and brand commitment. Results show that members’ freedom of expression and recognition for contribution on the brand page impact positively brand pages commitment, which in turn impacts brand commitment. Consequently, brand commitment influences the members’ intention to generate positive word-of-mouth about the brand and willingness to engage in co-production.