Consumer engagement perspectives at the business social network site

This small business case study assesses replacement projection lamp consumers purchasing from the online business (XYZ). A post-adoption technology acceptance model approach shows consumers frequenting the XYZ social network site (SNS) are often sourcing transaction-related product information from its SNS (brand) fanpages community. The intention to engage with XYZ is raised when it adopts a SNS consumer focus built around strong community awareness of its products (and their usefulness, economic value and brand recognition). These SNS (brand) consumers can experience SNS (brand) fanpages promotions of a product, and/or other consumer benefits that further incentivize their movement towards completing purchases.

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24th Australasian Conference on Information Systems

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