CHAPTER 4

Facebook Fan Pages, Engagement, Trust, and Word of Mouth

Ever since people discovered social networks, companies have sought to take advantage of the technology. For instance, a 2012 study conducted by Edison Research and Arbitron Inc. indicates that the number of people who follow brands on Facebook and Twitter doubled between 2010 and 2012.1

In 2011, 50 percent of social network users were online connected to at least one brand.2 Lab42, a marketing research company, indicated that 87 percent of Facebook users have liked a brand and 82 percent consider Facebook a good place to interact with brands.3

Although it has been only two or three years since social media users started to follow brands, it is currently difficult to imagine active ...

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