CHAPTER 5

Creating Experiences on Facebook

In the previous chapter, we described factors that drive company–consumer interactions and influence consumer behaviors on Facebook fan pages. In this chapter, we provide practical examples drawn from small, successful Brazilian companies.

First, we should clarify that these are examples from service brands. The clients of service companies are mostly attracted by experiences. In general, service providers do not offer objects that the customer takes home. Thus, customer satisfaction must occur during the service encounter while the customer and company communicate to produce the benefits of satisfaction.1

But how can a customer learn about the quality of a service encounter before experiencing it? There ...

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