Why Customers Follow Brand Pages
Mohamadreza Barfidokht, Mohsen Alvandi, Mahyar Shahpouri Arani
Presented in the 2nd International Conference on Challenges and New Solutions in Industrial Engineering, Management, and Accounting.
https://en.civilica.com/doc/1244692/
Research focus
This research examines why users choose to follow brand pages on social media, with a focus on user gratification and social identity.
Analytics framing
A page follow is not only a marketing metric. It is also a behavioral signal that can reflect identity, motivation, expected value, community belonging, and the user’s relationship with the brand.
Why it matters
Social media analytics becomes more useful when it connects engagement data to human behavior. This work helps frame brand-page engagement as a combination of social, psychological, and practical motivations rather than a simple count.