Rungruangjit Warinrampai, Chankoson Thitinan, Charoenpornpanichkul Kitti
Faculty of Business Administration for Society, Srinakharinwirot University, 114 Sukhumvit 23, Bangkok 10110, Thailand.
The College of Tourism Hospitality and Sports, Rangsit University, 52/347, Pathumthani 12000, Thailand.
Behav Sci (Basel). 2023 Mar 19;13(3):270. doi: 10.3390/bs13030270.
Facebook pages of cosmetic products have substantially grown among millennial consumers. This study aims to explore the motivational factors that affect different types of millennial followers' engagement, including followers on Facebook pages of cosmetic products, and examine different types of millennial followers' engagement that influence brand evangelism. A quantitative method involving the technique of partial least square structural equation modeling was applied. An online questionnaire was designed to collect data from millennial followers. The results revealed that informational content stimulates active lurkers and passive participants, while entertaining content positively influences only active participants. Social interaction value is influential to active and passive participants. It was found that identification is the motivation factor that drives both active participants and lurkers. Confidence benefits and special treatment benefits were found to be the motivation factor that stimulates all participants. Social benefits substantially influence active participants and lurkers. Interestingly, the followers' passive participation has a great influence on brand evangelism. This study opposes the notion that active lurkers and passive participants are less important than active participants and supports the literature by revealing the importance of distinguishing between active participants, active lurkers, and passive participants in causing different impacts on brand evangelism.
化妆品的脸书页面在千禧一代消费者中大幅增长。本研究旨在探讨影响不同类型千禧一代关注者参与度的动机因素，包括化妆品脸书页面上的关注者，并考察影响品牌口碑传播的不同类型千禧一代关注者的参与度。采用了涉及偏最小二乘结构方程建模技术的定量方法。设计了一份在线问卷，以收集千禧一代关注者的数据。结果显示，信息性内容会激发活跃潜水者和被动参与者，而娱乐性内容仅对活跃参与者有积极影响。社交互动价值对活跃参与者和被动参与者都有影响。研究发现，身份认同是驱动活跃参与者和潜水者的动机因素。信心益处和特殊待遇益处被发现是激发所有参与者的动机因素。社交益处对活跃参与者和潜水者有很大影响。有趣的是，关注者的被动参与对品牌口碑传播有很大影响。本研究反对活跃潜水者和被动参与者不如活跃参与者重要的观点，并通过揭示区分活跃参与者、活跃潜水者和被动参与者在对品牌口碑传播产生不同影响方面的重要性来支持相关文献。
