Social Media Marketing on Facebook: Investigating Determinants and Consequences of Users’ Attitude Toward the Facebook Page

Today’s consumer markets are characterized by an increasing market saturation and product homogenization, two factors that have led to fierce competition among companies. As a consequence, consumers are exposed to promotional clutter. This, in turn, decreases the probability that they become aware of a firm’s communication activities. The corporate website on Facebook, the so called “Facebook page” or “Fanpage”, has recently emerged as a novel communication instrument that offers companies the opportunity to break through promotional clutter by relying on the principle of communication pull. However, research and practice both lack evidence about the effective implementation and marketing potential of Facebook pages.