The impact of brand pages on brand page commitment and brand commitment in the context of social networking sites

This study is an investigation of the impact of brand pages on Social Networking Sites (SNS) in the creation of brand commitment. The main determinants of brand page commitment are evaluated before assessing its impact on brand commitment. Subsequently, some of the potential consequences of brand commitment are assessed.
The empirical part of the study was conducted in collaboration with Netlog, the first European SNS. A questionnaire assessing the 9 variables of the model was answered by a sample of 250 Netlogers.
The results show that the main determinants of brand page commitment are the freedom to express on the brand page and the recognition for contributing to it. Furthermore, the study revealed a favorable impact of brand page commitment on brand commitment. The two validated consequences of brand commitment in such a context are the intention to generate positive word-of-mouth about the brand and the willingness to co-produce.