|dc.description.abstract||In recent decade, many companies operated brand pages in social networking sites (SNSs) for the purpose of enhancing customer loyalty to the brand. However, companies often failed to communicate with the customers due to failure of getting the correct information of consumer’s real needs and demands, which distracted their attention to the content of the brand pages. This research provides a model on the basis of customer perceived value, self-concept gratification based on the uses and gratifications theory and brand familiarity as the antecedents of customers′ commitment to brand pages. Furthermore, brand attachment mediates the relationship of brand commitment and brand loyalty.
The market between China and Taiwan has been developing rapidly. Facing this great economical potential, it is vital how brand operating brand pages can attract the consumers of China and Taiwan. A wed survey that conducted on “followers” of brand pages is mainly aimed at Sina Microblog in China and fan pages on Facebook in Taiwan with the 508 valid samples. Based on the structural equation modeling, the result reveals that the functional value has partially positive impact on brand page commitment. The emotional value, social value, self-concept gratification and brand familiarity all have a positive impact on brand page commitment. Brand attachment plays a crucial role of mediating the relationship between brand page commitment and brand loyalty. The impact of brand familiarity on brand page commitment is different from country to country, in this case, China and Taiwan. By validating these assumptions, this research provides a marketing recommendation on brand page operating for the purpose of improving the communication between the company and consumers.