Assessing the Impact of Consumers’ Brand-Related Facebook Activities on Brand Attitude and Consumer Happiness

Abstract

The research purpose was to examine the impact of consumers’ active brand-related Facebook activities (e.g., posting on walls, participating in promotions) on both consumer-brand relationships and on consumer well-being. A between-subject experiment with a fictitious brand revealed that active brand-related Facebook activity (i.e., writing on a Facebook page) resulted in more positive brand attitude as compared to passive brand-related Facebook activity (i.e., reading a Facebook page). Participants in the active condition reported experiencing more positive emotion than those assigned to the passive condition during the experiment. Furthermore, autonomy support mediated relationships between 1) active participation and brand attitude and 2) active participation and positive emotion.