Social Sharing Value Of Brand Consumer And Facebook Page Brand Engagement: Mediating Role Of Trust And Satisfaction

Abstract

Social media (namely Facebook) creates a clear technology element in the promotion of apparel brands in a cutthroat marketing climate. Through social media involvement and the joint efforts of customers and brands, marketers work to build relationships between consumers and brands. With satisfaction and trust acting as mediators between brand consumer social sharing value and brand Facebook page engagement, the link between brand consumer social sharing value (BCSSV) and brand Facebook page engagement (BFPE) was examined in this study. The information was gathered from Pakistani social media users who commonly use Facebook. Results indicate that trust acts as a mediator between brand consumer social sharing value and brand Facebook page engagement. Brands could employ these B2C social sharing principles to build community on their Facebook Pages and encourage user involvement and insightful comments in order to elevate individuals in the brand communities.