How to transform consumers into fans of your brand

Purpose Brand fan pages on social networks have become very popular online services. However, empirical research on fan pages is still in its infancy. Therefore, the purpose of this study is to investigate the effect of fan pages on the customer‐brand relationship and what motivates users to participate. Design/methodology/approach For this a framework was developed based on classical concepts of use and gratification theory, customer engagement, and involvement theory. The model is tested using a multi‐step approach of qualitative and quantitative methods. Findings The paper can show a significant influence from online service usage behavior on the fan page on the customer‐brand relationship. Furthermore, the…