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ENGAGING BRAND COMMUNICATION IN FACEBOOK – A TYPOLOGY OF THE BRAND PAGE USERS

Facebook offers great opportunities for brands to connect with customers and build relationships with them in order to increase their loyalty and the company’s sales. In regards to these goals, one of the most important key performance indicators is the customers’ activity – liking, commenting, sharing, recommending, expressing love, etc. On one hand, there is a lot of research on customers’ engagement, behavior and motivation. These studies provide valuable information for marketers to understand the way in which individuals use the social network and interact with others as well as the reasons behind their actions. Based on this knowledge they can develop their communication strategies and create content which has impact on the target audience. On the other, there are still some research gaps which can be further explored. One of them is related to the impact of one of the most important company assets – the brand culture, on the customer’s behavior and willingness to become part of the digital brand story. This paper presents a Facebook brand page users typology, developed by using a semiotic approach, which is based on their brand culture adoption and brand narrative engagement.