The Conceptualisation And Measurement Of Perceived Value In Social Media: The Case Of Facebook Brand Pages

The paper focuses on online consumer-brand relationships and explores how perceived value can be conceptualized and measured in social media brand pages, by identifying the benefits and costs consumers-members of Facebook brand pages perceive. Data were collected from consumers who follow popular brands on Facebook, with the use of a questionnaire that was uploaded on the Facebook fan pages of the two leading companies in Greece. Results indicate that perceived value in social media brand pages can be conceptualized as a second-order construct consisting of seven relational benefits i.e. social, special treatment, self-enhancement, enjoyment, functional and advice benefits, and three relational costs i.e. privacy concern, information overload and ad irritation. Further, this value had a significant impact on fan page relationship quality. The study proposes social media practices towards the enhancement of perceived value, through a balanced delivery of relational benefits and costs.