Factors Driving Engagement with Facebook

Facebook is the most used Social Networking Site in the world. In this book, the researcher investigates the factors that motivate individuals to keep using Facebook throughout the years and compare if any of these drivers indicate different levels of commitment: brand engagement, brand loyalty and brand love towards the SNS. The findings of this study indicate that Facebook usage is motivated by the needs of social interaction, the need to belong and utility value. The indicators of brand commitment revealed were: time spent, brand trust, good perceptions of brand image and emotional attachment by the participants to Facebook. This book is the first of its kind that evaluates three concepts in the area of brand commitment, using a qualitative approach in order to propose a link between Facebook usage and the concepts of engagement, brand loyalty and brand love. The results of this research may provide important information on what motives can be considered when measuring loyalty towards Social Networking Sites.