Brand and Social Network Community Commitment in Brand Fan Pages in Social Media

This paper investigates the impact of social network community commitment (SnCC) and brand community commitment (BCC) on usage of brand fan pages in social media, repurchase intention and word-of-mouth. Data from 270 questionnaires were analysed using SEM. Findings reveal that only affective BCC impacts brand fan page usage. Repeat purchase intention and positive word of mouth are impacted positively by affective and normative BCC, but negatively by continuance BCC. Thus, lurking delivers positive business impact. The relationship with the brand fan page community is driven by commitment based on affect and duty, rather than necessity. Community commitment operates differently in brand fan pages compared to social networks overall.