Celine Francisco - MTR2 - Compiled PDF

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College of Business, Economics, Accountancy and Management
SOCIAL MEDIA MARKETING IN FAST FOOD CHAINS: BENEFITS’ ROLE IN

INCREASING BRAND COMMUNITY PARTICIPATION AND ITS INFLUENCE
ON BRAND TRUST AND BRAND COMMITMENT
A Research Paper Presented to the Faculty of

Master in Management Technology
De La Salle Lipa
In Partial Fulfillment
Of the Requirements for the Degree in
Master in Management Technology
CELINE BERNADETTE H. FRANCISCO
April 2016
De La Salle Lipa
J.P. Laurel Highway, Mataas na Lupa, Lipa Batangas
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ABSTRACT
Title Social Media Marketing in Fast Food Chains: Benefits‟ Role in Increasing
Online Brand Community Participation and Its Influence on Brand Trust
and Brand Commitment
Author Celine Bernadette H. Francisco (coelinefrancisco@gmail.com)
Social media marketing, specifically the use of Facebook fan pages as online
brand communities, has been widely recognized as a contemporary marketing trend in the
Philippines and abroad. Through a Facebook fan page, brands can develop and maintain
positive consumer-brand relationships through online community participation benefits.
One of the most active sectors using Facebook in marketing is the fast food sector.
Hence, this study determined the impact of four benefit components (functional, social-
psychological, hedonic, and monetary) on online brand community members‟
participation, brand trust, and brand commitment. Respondents included 389 members of
Jollibee, McDonald‟s and Chowking‟s Facebook fan pages from Lipa City. Through
multiple linear regression, simple linear regression, and descriptive statistics, this study
analyzed the data gathered through a web- and paper-based survey questionnaire. Results
showed that out of the four benefit components, hedonic and social-psychological
benefits significantly influenced online brand community participation. Participation
significantly influenced brand trust, as well as brand trust also did with brand
commitment. Since participation was not found to significantly influence brand
commitment, it was also established that brand trust has no mediating role on online
brand community participation and brand commitment. This study offers a practical basis
for future studies focusing on Facebook as a relationship-building tool and recommends
strategies for brand management specifically for online communities.
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ACKNOWLEDGMENT
This study will not be complete without the support of the following:
To my teacher-in-charge, Ms. Lilian Villanueva, for her untiring support,
guidance, wisdom, and motherly care.
To my thesis adviser, Mr. Alan Pagsuyuin, for his dedication, wisdom, and
guidance.
To Mr. Roberto Marcelo and Ms. Iezyl Torino, for assisting me with statistical
tools, results, and analysis.
To Mr. Jonas Salisi, for his assistance on statistical analysis and results.
To Ms. Gail Mojado, for her kind assistance throughout our MMT journey.
To Mr. Edelbrando Aguisanda, Ronald Gonzales, Doris Pandanan, Noel Balaguer,
Jake Ballares and Ms. Mariko Manalo, for their guidance, assistance, friendship and
words of wisdom – those I‟m forever grateful for.
To Mr. Joel Osorio, Ms. Lanie Santos, and Ms. Nerissa Lucasia, my defense
panelists, my heartfelt thanks for providing constructive feedback and guidance in
enhancing this study.
To our former professors, Dean Lani Garachico, and Mr. Amelito Castillo, for
guiding us throughout our MMT journey.
To my MMT Batch 34 classmates, thank you so much for taking this roller
coaster ride of a journey. Those three school years we have been together were one of the
best school years ever. I‟m forever grateful to God that we‟ve been given the chance to
be with one another.
To my parents, Larry and Dot, siblings (Toto, Tata, Pia), and Yaya Paping, thank
you for keeping up with the pressures of graduate school. You know I couldn‟t have
made it here without your selfless love, sacrifices, and guidance.
Last but definitely not the least, to our Almighty Lord, all this I offer to You.
Without You I am nothing; this “labor of love” would not have been put to completion
without Your grace and mercy.
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Table of Contents
Chapter I Introduction ......................................................................................................8
Background of the Study ..................................................................................................8
Statement of Research Problems ....................................................................................10
Research Framework ......................................................................................................11
Hypotheses .....................................................................................................................14
Objectives of the Study ..................................................................................................15
Significance ....................................................................................................................16
Scope and Limitations ....................................................................................................18
Definition of Terms ........................................................................................................19
Chapter II Review of Related Literature.......................................................................21

Related Literature ...........................................................................................................21
Related Studies ...............................................................................................................30
Synthesis .........................................................................................................................33
Chapter III Research Methodology ...............................................................................35

Research Design .............................................................................................................35
Sampling Design ............................................................................................................36
Respondents of the Study ...............................................................................................36
Locale of the Study ........................................................................................................37
Research Tools and Instruments.....................................................................................37
Data Gathering Procedure ..............................................................................................39
Data Analysis and Interpretation ....................................................................................40
Chapter IV Results and Discussion ................................................................................43
Chapter V Summary, Conclusions, and Recommendation .........................................59

Summary of Findings .....................................................................................................59
Conclusions ....................................................................................................................60
Recommendations ..........................................................................................................61
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List of Figures
Figure 1: Conceptual Framework on Enhancing Consumer-Brand Relationships on
Restaurant Facebook Fan Pages .....................................................................................12
Figure 2: Operational Framework on Benefits‟ Role in Increasing Brand Community
Participation and the Relationships among Participation, Brand Trust and Brand
Commitment ...................................................................................................................14
List of Tables
Table 1: Survey Questionnaire Specification ................................................................38
Table 2: Response Categories in the Questionnaire ......................................................39
Table 3: Mean Result Interpretation ..............................................................................40
Table 4: Correlation Equivalents ...................................................................................41
Table 5: Respondents‟ Perception on Functional Benefit .............................................43
Table 6: Respondents‟ Perception on Social-Psychological Benefit ............................44
Table 7: Respondents‟ Perception on Hedonic Benefit.................................................46
Table 8: Respondents‟ Perception on Monetary Benefit ...............................................47
Table 9: Respondents‟ Perception on Online Brand Community Participation ............48
Table 10: Respondents‟ Perception on Brand Trust ......................................................50
Table 11: Respondents‟ Perception on Brand Commitment .........................................51
Table 12: Influence of Online Brand Community Participation Benefits on Online
Brand Community Participation.....................................................................................52
Table 13: Influence of Online Brand Community Participation on Brand Trust ..........55
Table 14: Influence of Online Brand Community Participation on Brand Commitment
........................................................................................................................................56
Table 15: Influence of Brand Trust on Brand Commitment .........................................57
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CHAPTER 1
INTRODUCTION
The emergence of social media has allowed various industries and companies to
create a community centered on their brands while developing and nurturing trusting
relationships. Using social media platforms (e.g. Facebook) shows how companies
embrace technology to better reach out with their audience; track comments, discussions,
partners and competitors; participate in discussions in real time; and amplify their voice
as well as their customers‟ (Barr & Weiss, 2012). Many also turn to social media to
market their products or services since it is interactive, fast, and cost-effective (Abrugar,
2015).
As of the third quarter of 2015, Facebook had a total of 1.55 billion active users
worldwide (Statista, 2015) (See Appendix A for the social media network statistics).
Facebook was the first social network surpassing 1 billion registered users. QQ, an
instant messaging platform with social features, ranked second with 832 million active
users. Meanwhile, WhatsApp garnered 800 million users. Other platforms such as Twitter
ranked 10th with 316 million, while Tumblr had 230 million, at number 13.
One of the industries that widely adopted the use of Facebook and social media is
the fast food industry. The rapid expansion of fast food chains in Manila and in other
major towns in the Philippines, population growth, as well as changes on consumer
behavior made fast food managements recognize the necessity to perform effective
strategies for promotion programs. Fast food chains utilize their fan pages to connect with
their fans and customers as well as to market their offers and meals. Every day, these
pages‟ moderators post on their respective pages to update consumers of new promos,
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new products, and other content forms. Once a brand‟s fan likes a specific post, several of
his friends will be able to see on their newsfeeds the liked post – then spreading the
message about the brand. Such marketing strategies allow consumers to be more engaged
with brands they like, making it a basis for a new form of consumer brand engagement
and relationship marketing (Gaber & Wright, 2014; Chen, Chen & Liu, 2009).
Facebook fan pages (also considered online brand communities) are composed of
a dedicated group of members who are also users of a certain market or brand. These
members referred to as community participants are frequently in touch with each other
and the brand – not only reacting to company efforts but also starting and maintaining
discussions by themselves regarding any aspect of the business or brand (Hall, Barwise &
Morioka, 2010).
Online brand community participants acquire various benefits: functional, social,
psychological, hedonic, and monetary. On the other hand, community moderators,
businesses using social media marketing consider these benefits when developing
strategies to strengthen their communities and create a lasting impact on the brand
(Coker, Boostrom & Altobello, 2014). Functional benefits involve the acquisition of
information via interacting socially. Meanwhile, social-psychological benefits are a
combination of advantages acquired such as gaining status, approval, and respect (social
rewards) as well as being able to identify with other community members (psychological
rewards). Hedonic benefits involve pleasurable experiences such as entertainment, fun,
and enjoyment while in the community. Lastly, monetary benefits involve discounts,
deals, and promos spearheaded by the brand.
Brand communication strategies implemented through online brand communities
or Facebook fan pages make customers closer to brands, create buzz, and strengthen
brand commitment (Adjei, Noble & Noble, 2012).
For this research, the top three fast food chains‟ online brand communities were
studied: Jollibee, McDonald‟s, and Chowking. As of December 2015, Jollibee had a total
of 3.2 million followers, McDonald‟s global page had 59 million, while Chowking had
302,000. For a more detailed report on these three fast food chains‟ Facebook pages, see
Appendix B.
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In the Philippines, developing consumer-brand relationships via social media has

not been explained fully, specifically that of fast food chains, one of the sub-sectors of
the restaurant industry that has a great following on social media. Thus, the role of
community members‟ active participation in developing strong brand relationships was
focused on this study. This would provide a clearer understanding of online brand
community participation and benefits which would lead to formulation of better social
media strategies – resulting to brand trust and commitment. In such pursuit, the
researcher investigated the problems cited in the next section.
Statement of Research Problems
The study dealt with determining the role of online brand community
participation benefits in increasing participation, participation‟s influence on brand trust
and brand commitment, as well as the mediating role of brand trust between online brand
community participation and brand commitment.
The study sought to answer the following questions:
1. What is the perception of online brand community participants on benefits in
terms of:
a. Functional;
b. Social-psychological;
c. Hedonic; and
d. Monetary?
2. What is the perception of online brand community members on online brand
community participation?
3. What is the perception of the online brand community members on brand
trust?
4. What is the perception of the online brand community members on brand
commitment?
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5. Do online brand community participation benefits (functional, hedonic, social-

psychological, and monetary) have a significant influence on online brand
community participation?
6. Does online brand community participation have a significant influence on
brand commitment?
7. Does online brand community participation have a significant influence on
brand trust?
8. Does brand trust have a significant influence on brand commitment?
9. Does brand trust have a mediating role between online brand community
participation and brand commitment?
Research Framework
Conceptual Framework
Figure 1 shows the conceptual framework used by the researcher in the conduct of
this study. This was derived from the study entitled “Enhancing Consumer-Brand
Relationships on Restaurant Facebook Fan Pages: Maximizing Consumer Benefits and
Increasing Active Participation”. The authors, Kang, Tang, and Fiore (2014), determined
the influence of the four benefit components (functional, social-psychological, monetary,
and hedonic benefits) on active participation, active participation‟s influence on brand
trust and brand commitment, together with brand trust‟s influence on brand commitment
of restaurant brands‟ Facebook fan page community members. They also tested for the
mediating role of brand trust between online community participation and brand
commitment.
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Functional
Benefit
Social-
Psychological
Benefit Community Brand
Participation Commitment
Hedonic
Benefit
Brand Trust
Monetary
Benefit
Figure 1. Conceptual Framework on Enhancing Consumer-Brand Relationships on

Restaurant Facebook Fan Pages (Kang, Tang & Fiore, 2014)
Functional benefits pertain to the usefulness attained by participating in an online

brand community. Social-psychological benefits, on the other hand, are the combination
of people‟s identification with community members and their sense of identity in relation
with the community. Meanwhile, hedonic benefits are feelings of fun, pleasure and
entertainment out of participating in the online brand community. Lastly, monetary
benefits are in line with discounts and other economic privileges obtained by
participating in the community.
Online brand community participation, on the other hand, points to the
involvement of community members in the Facebook brand page, measured by
community interactions and frequency of observation. Brand trust is the secure belief of
consumers regarding the performance of a brand based on what it has promised.
Meanwhile, brand commitment is the positive and strong psychological attachment of
customers towards the brand.
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Based on the researchers‟ study, hedonic and social-psychological benefits have a

positive influence on the active participation of the community members. Active
participation in effect, positively influenced brand trust and brand commitment.
However, monetary and functional benefits did not show significant influence on active
participation. Likewise, active participation indicated positive influence on brand
commitment and brand trust. In the same way, brand trust showed a positive influence on
brand commitment. Their study also verified that brand trust has a partial mediating
effect between active participation and brand commitment. Partial mediation states that
there is a significant relationship between the dependent variable and the mediator as well
as a direct relationship between the dependent and independent variables (Kenny, 2014).
Operational Framework
Figure 2 shows the operational framework used in the current study. The
framework involved fast food chain consumers who are members of the respective fast
food chains‟ online brand communities (via Facebook). The relationships between
participation benefits and community participation, community participation and brand
trust, and community participation and brand commitment were determined. The
mediating role of brand trust between online community participation and brand
commitment was also determined.
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Functional
Benefit
H01a
Social-
Psychological Online Brand H02
Benefit H01b Community Brand
Participation Commitment
H01c H03
Hedonic Benefit H0 5
H04
Brand Trust
H01d
Monetary Benefit
Figure 2. Operational Framework on Benefits’ Role in Increasing Online Brand

Community Participation and the Relationships among Participation, Brand Trust
Hypotheses
The researcher tested the following hypotheses:
H01a: Functional benefit does not significantly influence online brand community
participation.
H01b: Social-psychological benefit does not significantly influence online brand
community participation.
H01c: Hedonic benefit does not significantly influence online brand community
participation.
H01d: Monetary benefit does not significantly influence online brand community
participation.
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H02: Online brand community participation does not significantly influence brand
commitment.
H03: Online brand community participation does not significantly influence brand trust.
H04: Brand trust does not significantly influence brand commitment.
H05: Brand trust does not significantly mediate between online brand community
participation and brand commitment.
Objectives of the Study
This study achieved the following:
1. Determined the perceptions of online brand community members on

participation benefits in terms of:
a. Functional;
b. Social-Psychological;
c. Hedonic; and
d. Monetary
2. Determined the perceptions of online brand community members on online
brand community participation
3. Determined the perceptions of online brand community members on brand
trust
4. Determined the perceptions of online brand community members on brand
commitment
5. Determined the influence of participation benefits such as functional, social-
psychological, and hedonic on online brand community participation
6. Determined the influence of online brand community participation on brand
commitment
7. Determined the influence of online brand community participation on brand
trust
8. Determined the influence of brand trust on brand commitment
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9. Analyzed the mediating role of brand trust between online brand community
participation and brand commitment
Significance
This study is highly significant to the following stakeholders:
Fastfood Chains, Managers, and Marketing Professionals

Upon understanding the relationship between community participation, benefits,
brand commitment and trust, ultimately managers, marketing professionals, and the
companies mentioned may be able to understand deeply how their consumers behave in
response to different types of benefits when they are participating in online communities
(e.g. in social media networks) – leading to more effective social media marketing
strategies. They may be able to focus on those benefits that have significant relationships
with participation when designing programs and strategies for their online communities.
In the same way, upon determining the relationship between participation, brand trust,
and brand commitment, the stakeholders may be able to understand more concretely how
they can manage their brand pages in tune with their consumers‟ needs and wants –
which can then possibly lead to brand trust and commitment.
Because of heightened competition these days to engage customers and retain
them (eventually letting them become loyal to the chains‟ brands), more aggressive
studies on the latest marketing platforms and strategies have to be undertaken. With
smaller restaurants only using social media to promote themselves (while still acquiring
as much customers), it would be another challenge for larger brands to compete since
these smaller restaurants incur lower costs while still getting themselves known across
their target market‟s communities online. Successfully operating online communities
likewise entails understanding members more deeply, together with their needs and other
dynamics.
Fastfood Chain Consumers/Online Community Members
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This study may help consumers better understand the role they play as they
participate in online communities: how companies benefit from their input, how their
suggestions help restaurant owners improve their products and services, and how they
can improve the industry as a whole with their online participation.
The Researcher
This study deepened the researcher‟s understanding of online community
participation and the factors affecting it. This helped her develop strategic and more
relevant marketing campaigns (as an online content creator and marketer) that would
resonate with target audiences and effectively relay the marketing messages of businesses
to their clients.
Future Researchers
Lastly, future researchers may benefit from this research as they may refer to this
study as they conduct studies related to social media, online brand communities, fast food
chains, and other relevant fields.
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Scope and Limitations
The study determined the influence of participation benefits on online brand

community participation, brand trust, and brand commitment. Likewise, this study
analyzed the mediating role of brand trust between online brand community participation
and brand commitment. Fast food chains considered include Jollibee, McDonald‟s, and
Chowking since they are the top three brands in the fast food subsector as of 2012
(Agriculture and Agri-Food Canada).
This study centered on fast food chain community members from Lipa City
specifically since the said city is fast developing as a business center and is home to
numerous (and still growing in number) fast food chains and their respective Facebook
fan pages. As of 2015, there were a total of 19 registered fast food chains in the city (Lipa
City Government website, 2015). Only those who liked, commented, and shared posts
from the said fast food chains from the fourth week of September 2015 until the second
week of December 2015 were considered as respondents. The limited time for research
has also attributed to the number of respondents gathered for the study.
Further, survey participation was voluntary. The researcher did not have control
over the invited community members‟ acceptance of the invitation to participate in the
survey. This study was limited only to the respondents‟ perceptions of the variables
mentioned. Other variables such as demographics, brand love, other participation benefits
not stated in this research, and others were not included in this study.
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Definition of Terms
The following terms were defined as used in the study.
Brand Commitment – Strong and positive psychological attachment of consumers to fast

food chain brands
Brand Trust – Consumer confidence in a fast food chain brand‟s reliability or ability to
perform its stated function
Fast Food Chain – A specific type of restaurant depicted both by its minimal table service
and fast food cuisine
Functional Benefits – Values derived by fast food chain consumers/community members
from achieving specific purposes (i.e., transactions, information gathering and sharing,
and convenience and efficiency)
Hedonic Benefits – Consumption experiences on fast food chains‟ online brand
communities that form creative stimulation, positive emotions that are closely connected
with enjoyment, feeling good, happiness, excitement, and enthusiasm
Monetary Benefits – Financial advantages a community participant gets (i.e., financial
rewards such as special deals or discount coupons) from relationships with a fast food
chain brand community
Online Brand Communities – A dedicated group of members who are consumers of fast
food chain brands in Lipa City, continuously in touch with the brand and each other, not
only reacting to company initiatives but also initiating and maintaining conversations of
their own regarding any aspect of the brand or business
Online Brand Community Participation – Describes the interaction between fast food
chains‟ online communities and consumers/users
Online Brand Community Participation Benefits – Advantages acquired by
customers/users of fast food brands by participating in online communities
Psychological Benefits – Values taken from a sense of belonging to the fast food chain‟s
online community and a sense of affiliation with other members
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Social Benefits – Values derived from developing relationships and developing

interactions such as giving information to those seeking help and receiving help in the
fast food chain‟s online community
Social Media – Web-based services that allow fast food chain consumers to create a
public profile, share the connection with other users, and view and traverse their list of
connections in common network
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CHAPTER 2
REVIEW OF RELATED LITERATURE
This chapter contains literatures and studies related to the study. They are
topically arranged. Towards the end of this chapter a synthesis is presented.
Related Literature
Social Media Marketing

Social media marketing pertains to the attempt to utilize social media to convince
consumers that one‟s products, company, and/or services are worthwhile (Ward, n.d.).
Social media, according to DeMers (2014), can be used to improve businesses through
the following: increased brand recognition, enhanced brand loyalty, more opportunities to
convert (to lead web visitors to take action or even into paying customers), and increased
conversion rates. There is also a great potential for social media marketing to help boost
sales. Once visibility is enhanced, and as content gets syndicated through various social
media channels, the organization and its products/services become more accessible to
customers. Some of the most widely used social media channels include Facebook,
Twitter, Instagram, among others.
Social tools can likewise aid in strengthening brand perception as organizations
communicate their core values to a greater number of audience. Through this, they can
initiate conversations, strengthen business partnerships, and widen their online
community to gain new followers as well as potential clients.
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Audience today hunger for innovation and news online. With this, companies are
aiming to stand out from their competition by listening and learning from their audience –
then mapping out their findings based on the social media sphere they belong to. They
need to go beyond existing strategies and turn their corporate social objectives to original
and exciting social media activities (Chatterjee, 2014).
Facebook is one of the most frequently used social media networks today.
According to a survey by TNS, a market research firm commissioned by Facebook, in
Southeast Asia, specifically in Thailand, Philippines, Singapore, Vietnam, Malaysia, and
Singapore, those surveyed claimed Facebook usage during holidays, while commuting,
and while waiting in line. They emphasized using Facebook while they are at Internet
cafes, at work, and in bed, among others. Facebook use is quite steady during the day but
has a tendency to reach its peak prior to or during prime time (after 8 PM). 58% first
learned about the latest news on Facebook while 52% found out for the first time about
new products (Facebook IQ, 2015).
Brand Community Participation

A brand community pertains to a specialized non-geographically bound
community, derived from a structured group of social relationships among admirers of a
brand (Berg & Poulsen, 2010). Brand community participation, according to Brogi et al.
(2013), refers to the level of interaction and participation in a brand community. Brand
communities are considered highly valuable innovation management, customer
relationship management, and marketing tools. Such communities are a special type of
consumer communities. They are vital in studying brands most especially since brand
communities unite brands and communities. Community members‟ social interactions
significantly affect customers‟ attitude towards and relationship with the brand. In turn,
these interactions aid in developing strong and lasting relationships with the brand‟s
customers (Zaglia, 2013).
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Online Brand Community Participation

Online brand communities allow consumers to speak via social media about
brands. Those active in social media have the tendency to learn about product reviews
online and three out of five write reviews on their own regarding the products or services
they had experience in. This then lets brands get access to their image via consumers‟
feedback. The mechanism also paves the way for a more genuine experience for
consumers as they relate to these brands (Bevins, 2014).
There are two kinds of online brand communities: those that are initiated by
companies and those that are initiated by consumers. As their label states, the former is
developed and sponsored by companies, while the latter is voluntarily developed by
consumers (Jang, Olfman, Ko, Koh, & Kim, 2008).
In company-sponsored online communities, the company has the option of
controlling the content that is posted by the members. For example, they may delete a
message that contains negative experiences and opinions in the brand that are posted by
members. Consumer trust, however, is reduced if the members find out such actions by
the company. The purpose by the business to build and maintain a strong community for
itself and its brand may fail, due to the supposed lack of transparency (Kang, 2011).
Participation in online communities can help consumers compare products and
services, as well as share their experiences with fellow customers. They can also suggest
alternative choices for products and features. This fosters consumer commitment because
they feel that they have a hand in the creation of excellent products and services that can
benefit them. Moreover, they can also get special deals and exclusive information given
out by the company if they participate in company-sponsored communities (Antikainen,
2007). Such activities foster positive attitudes and a sense of belongingness. This results
in a positive feedback that generates trust and commitment. It also encourages more
participation in the way of expressing compliments and complaints (Madupu, 2006). Due
to these benefits, more and more consumers now participate in online communities
sponsored by companies before they make buying decisions (Muniz and O„Guinn, 2001).
Hundred millions of Internet users have been participating daily in online
communities. Facebook alone has about 1.55 billion active users worldwide as of the
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third quarter of 2015 (Statistia). People spend more time in online communities than in
front of their television sets.
The changes in online communities today encompass the traditional Web, going
to the Web 2.0, a participatory, interactive, and engaging Web. Examples of online
communities include the following: Question Answering sites like Yahoo Answers,
Quora, and Ask.FM; microblogging platforms such as Twitter, Google+, Tumblr, and
others; social networking sites like Facebook, LinkedIn, Instagram, etc. With these
platforms, users can now ask questions, letting other community members answer them;
share pictures, updates, and videos to family and friends; spread news and other
information; promote their businesses, and many others (Konstan, 2012).
Online communities do not only allow individuals to post user-generated content
(UGC) such as opinions, feedback, and personal information, but they also facilitate
information exchange even with those they have not met yet. With this conversational
environment, participants develop and share knowledge with the use of dialog with
questions and answers. Online communities‟ value relies upon on-going participation
based on two main activities: knowledge seeking and contribution. Thus, those who ask
questions may also be able to help sustain online communities by determining
information not currently available and by starting conversations with other participants
(Wang & Yu, 2012).
Those who post most of the high quality content in online communities are called
top contributors or experts. They are the drivers of such communities, making them a
vital resource to the group. Online community managers, therefore, are tasked to nurture
and retain these top contributors. Identifying and recognizing experts boost these
contributors‟ drive to add more to the group‟s success. Doing so also leads to mentoring,
coaching, and nurturing – all important in strengthening online content development and
continuous contribution to the community‟s growth (Konstan, 2012).
There are also those with strong oppositional loyalty or those who have an
adversarial point of view against competitor brands. They tend to develop a stronger
brand community, allowing them to become more engaged in bonding with other brand
loyalists. Such consumers have the tendency to promote the brand‟s products and
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services as well as the brand itself by themselves via social media. They can also go out
of their way to make sure that the brand becomes successful, even by purchasing from the
company although they do not really need such products and services.
Other members of online communities include those who offer knowledge, those
who seek knowledge, those who aim to vandalize, as well as those who attempt to put
these vandals to a halt. There are also lurkers (those who read but do not actually post).
Even if they don‟t create content, they are also vital to the community since they also
serve as readers to whom experts and other contributors can offer information (Konstan,
2012).
Participating in online communities can be performed either through reading
messages and posting them. Participating by reading was said to be brought by one‟s
cognitive expectations. Meanwhile, posting is more inclined with one‟s desires to
socialize or to have self-actualization or self-efficacy (Tonteri et al, 2011).
Online Brand Community Participation Benefits

Participating in online brand communities usually depends on an exchange of
costs and benefits. Due to the rational nature of people, their actions rely on minimizing
costs and maximizing benefits as well as utility. Benefits and satisfaction are closely
connected. Thus, one‟s satisfaction would also be related to how the benefits received are
equal to or greater than what one expects.
Functional Benefits
Functional benefits pertain to traits such as usefulness and functionality. This is
opposed to emotional benefits as they are more subjective (Marazza, 2013). In online
communities, members receive information and get the chance to transact more
efficiently or more easily (Gummerrus et al, 2013). Members can likewise get help when
it comes to using, repairing and maintaining a product. Online brand communities foster
collaboration among members as they gather their cumulative expertise – allowing them
to offer insights on a wide array of topics such as whether they should acquire a certain
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product, which products they highly recommend, possible concerns that could arise
pertaining to the product, potential solutions, as well as its usage (Wirtz et al, 2013).
Social-Psychological Benefits
Brands, according to Laroche et al (2012), fill in vital psychological needs by
allowing an individual to express who he is. It is perceived that consumers join online
brand communities for them to identify with brands and inevitably meet their appropriate
self-identity. Using their own means, consumers find signs or symbols to aid them
discover who they want to become as well as how they really want to be known by
others. Semiotic elements, as referred to by Pierce, comprise an iconic interrelationship
where the sign portrays the objects. Identification of such interrelationships is considered
aspirational because consumers desire self-association with signs that are pleasing to
them.
Just like in a traditional community, online brand communities facilitate
community interaction and offer a greater set of affectual and social benefits to members.
Consumers usually take part in the community to seek help from other members. Support
discussions are then connected with social conversations – then promoting bonding
among the members. In turn, these members get to identify more with the brand
community. These interactions likewise enhance the members‟ perceived social benefits,
thus strengthening their engagement with the community (Wirtz et al, 2013). Social
benefits likewise encourage participation in online brand communities through
friendships, encouragements, and appreciations (Shabbir, Zhang, Pitsaphol, & Hassan,
2015).
The same goes with Vincent (2012) as he stated that the more customers regard a
brand as a fragment of their identity, the more they are eager to protect it from detractors
or those that threaten it. Those threatening a brand also serve as threats to the brand
loyalist.
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Hedonic Benefits
Consumers are motivated by hedonic needs (those involving social interaction,
entertainment, and affect). In online brand communities, in this regard, this kind of
motivation, relates with novelty and aesthetics too. Users feel that they are involved
during interactions. In the same way, when responding to technology, together with
situational matters and tasks, these users tend to experience the “flow”, a state wherein
individuals get so involved in something that nothing else seems to matter anymore
(O‟Brien, 2010).
Those with strong hedonic motivations tend to seek pleasure in doing something
instead of its usefulness. Such exploration-oriented consumers also have a greater
inclination to have unplanned purchases. Hedonic aspects, in this sense, are intrinsically
enjoyable, and lead to better user participation (Mikalef, Giannakos, & Pateli, 2013).
Monetary Benefits
To prevent low engagement, companies today have spearheaded monetary
incentives for consumers to participate in their online brand communities. Often
suggested to motivate members in participating in such communities, these monetary
benefits were found to have different effects on task performance and efforts. In a
monetary market, members link their efforts with the amount of compensation. These
incentives do aid in improving efforts although individuals may have various levels when
it comes to their efforts (Wang & Pavlou, 2015).
These types of incentives are also considered utilitarian rewards. By participating
in the community, members can gain time savings, deals or incentives, prizes, and even
merchandise (Baldus, Voorhees, & Calantone, 2015).
According to Bazaman (2015), there are various factors to consider when thinking
about incorporating monetary incentives: activity length/time commitment, one‟s
audience, and activity type. When asking participants to take part in longer activities, for
instance, monetary incentives can aid in sustaining their participation. An incentive may
not be needed if the participant can give feedback fast. Other participants may be also
more intrinsically motivated; thus a monetary incentive may not be that necessary. On the
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other hand, if one is asking complex questions or those that require lots of thought, then
an incentive would inevitably encourage participation.
Brand Trust
To keep a long-term brand-consumer relationship, trust is vital. Brand trust is a
factor that leads an average user to believe that a particular brand will act upon the
purpose it stated. Trust is also about the confidence making one brand chosen over
another. It is also one of the most powerful tools used to foster customer relationships
over the internet (Anwar, Gulzar, Sohail, & Akram, 2011).
Brand Commitment
Brand commitment is a sustainable desire to keep a valued relationship, is a vital
factor in relationship marketing and consumer behavior. A consumer that is highly
committed will have the tendency to work doubly hard to maintain his relationship with a
brand, as compared to one who has low or no commitment (Maheshwari, Lodorfos, &
Jacobsen, 2014).
It is the degree of loyalty a consumer has for a certain brand. Brand commitment
allows them to purchase again and again the brand‟s products or services. As a form of
brand measurement, it points to the degree clients are safeguarded against rivals (Black
Coffee, n.d.)
According to Kang (2011), with online communities, companies have the
opportunity to observe if the brand really suits their consumers‟ lifestyles. They also get
to learn which of their products‟ features make them unique and special, at least in the
eyes of the consumers.
Online communities can allow companies to let their customers get involved in
creating their brands and products, whether indirectly or directly. In recent years, the
popularity of these online communities has made them an integral part of the marketing
activities of many companies (Kang, 2011).
Jang et.al (2008) state that companies must nurture high levels of commitment
and trust in their brands. They add that they can do this in online communities that are
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company-sponsored. Trust and commitment are more critical to companies than

consumer-initiated online communities.
In studying online community participation, participation benefits, brand trust,

and brand commitment, various theories are also considered. These theories aid in
understanding the mentioned variables and their relationships with each other.
Economic Theories
According to the “tragedy of the commons” model, when goods are consumed for
free (or without constraints), consumers become less motivated to participate in the
maintenance of those goods. This has been related with the various studies showing how
only a small portion of users often provide most of the content on online communities.
Most even do not contribute content to those communities they belong to (Lampe et al.,
2010).
Meanwhile, based on the resource-based model for online structures, individuals
utilize their resources such as time, attention, energy, and knowledge for the
community‟s goals. This is in line with the idea of customer perceived value – that value
will be developed for the consumer if he will perceive more advantages compared to
sacrifices. Once such perceived benefits become greater than the sacrificed resources, the
community will promote value for its members, then leading to the community‟s growth.
Otherwise, members will exit from the community – resulting to loss of membership
(Akkinen, 2005).
Social Theories
The concept of online communities leads to the utilization of the social exchange
theory, introduced in 1958 by George Homans. This is in line with the way that such
communities provide avenues for information exchange in networks of open
communication. In one of the latest additions to the concept of the theory, a network
perspective stresses how exchange relationships bring about network structures (Faraj &
Johnson, 2010).
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Another social theory worth mentioning in relation to this study is the social
identity theory, originally formulated by John Turner and Henry Tajfel in the 1970s and
1980s. Such theory tells that people are part of a social group and as such, they connect
themselves with the group, behave and assume shared attitudes to outsiders. Every
individual has his own personal and social identities. Each of those tells the person who
he is as well as what the identity brings. Social identity also brings about three main
concepts: categorization, comparison, and identification.
Related Studies
Juhee Kang, in 2011, in her research entitled “Social Media Marketing in the
Hospitality Industry: The Role of Benefits in Increasing Brand Community Participation
and the Impact of Participation on Consumer Trust and Commitment toward Hotel and
Restaurant Brands”, conducted a confirmatory factor analysis and found that the four
benefit factors (functional, social-psychological, monetary, and hedonic) are considered
predictors of member participation in restaurant and hotel Facebook fan pages. According
to the hotel study, functional, social-psychological and hedonic benefits positively
influenced community participation. Biological gender also turned out to have a
significant moderating effect on the relationship between community participation and
functional benefits. Meanwhile, based on the restaurant study, there are two benefit
factors (social-psychological and hedonic) which positively influence community
participation. Participation also positively influenced their commitment and trust toward
restaurant brands. Brand trust likewise positively influenced commitment to the brand.
Similarly, Silhman (2012), in her paper “The Perceived Benefits of Online
Community Participation and Their Effect on Consumer Commitment to Ethical
Consumption”, found through an empirical study that the benefits derived from ethical
consumer online community participation were first and foremost attributed to learning,
functional, and behavioral factors. A significant relationship between benefit constructs
and participation also resulted. Likewise, the author found that by acquiring benefits from
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ethical consumer online community participation, members became more committed to

ethical consumption.
In 2013, Seabra, in her dissertation on the strategic impact of social media in
Tourism, analyzed how social media affects tourism in Portugal, to identify tourists‟
perceived benefits (hedonic, functional, social, and psychological) when travelling, and to
determine if there is a strategic opportunity to create value for the tourist. Based on the
study‟s results, it was concluded that travellers do not set apart most of the functionalities
of social media, although they take reputation as the most important functionality. For the
respondents, functional benefits are the most important. Moreover, the study also
discovered a positive correlation the perceived reliability of social media and the users‟
frequency of use.
On the other hand, according to Kang, Tang, and Fiore (2014), in their study
“Enhancing Consumer-Brand Relationships on Restaurant Facebook Fan Pages:
Maximizing Consumer Benefits and Increasing Active Participation”, they aimed to
identify the correlation between four benefit components (social-psychological,
functional, monetary, and hedonic). Based on their data analysis, fan page members have
the tendency to visit restaurant Facebook fan pages when they receive hedonic and
social-psychological benefits out of their interactions on such pages. Meanwhile, brand
trust has a partial mediating effect on community participation and brand commitment.
When it comes to volunteered geographic information (VGI), as stated in
Budhathoki‟s (2010) dissertation entitled “Participants‟ Motivations to Contribute
Geographic Information in an Online Community”, he clarified the reason why people
provide geographic information to an online community. Based on combination of
qualitative and quantitative analyses, he found out that one‟s local knowledge on
geospatial situations is the most noteworthy motivation. Aside from this, self view and
monetary factors also have a positive effect on a contributor‟s inclination to become a
serious mapper.
Moreover, Karjaluoto, Mannukka, and Tikkanen (2014), in their study entitled
“Are Facebook Brand Community Members Really Loyal to the Brand?” aimed to
determine the influence of brand community engagement, community promotion
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behavior, and electronic word-of-mouth (eWOM) on repurchase intention, attitudinal

loyalty, and positive word-of-mouth. As for the result, although it was found that eWOM
intention and brand community engagement greatly influenced all factors of brand
loyalty, community promotion behavior only influenced word-of-mouth. It was also
noted that members‟ activities in the online community had no impact on positive word-
of-mouth.
Ahmed, Rizwan, Ahmad and Haq, in 2014, conducted a study entitled “Effect of
Brand Trust and Customer Satisfaction on Brand Loyalty in Bahawalpur”, and
investigated the effect of service quality, perceived value, perceived quality, customer
satisfaction, and brand trust on brand loyalty. They collected data from 150 randomly
selected Hewlett-Packard product customers. According to the authors‟ findings, brand
trust is the most vital factor of brand loyalty (with a regression weight of 0.510 (p<0.01).
Brand trust and brand loyalty have a significant positive relationship. Meanwhile,
perceived quality, service quality and value have a significant positive effect on the
intervening variables.
In 2013, Muñoz studied about ability of brand communities to strengthen
customers‟ emotional bonds which in turn can result to higher levels of brand trust,
loyalty, brand reputation and positive word-of-mouth. His study is entitled “Social Media
Lovers in Colombia: The Role of Online Brand Communities in Developing Brand
Love”. He focused on the construct Brand Love, which is deeply connected with the
online consumer behavior trends in brand communities. Quantitative empirical research
was conducted to determine the relationship between the two phenomena. The results
then showed that social media-based brand communities can directly influence the
brand‟s creation of positive emotional connection. The author also analyzed the
moderating effect of the level of participation in the brand community and found that the
higher the participation level the more likely that Brand Love would develop in online
brand communities.
A study by Turri, Smith and Kemp (2013) examined how emotional or affect-
based brand relationships are harnessed in online social communities. It explored music
artists‟ personal branding and used Facebook as the social medium. According to their
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findings, emotional relationships are nurtured by the self-connection and intimacy a

consumer has toward a brand or artist. Such connection or intimacy can result to an
emotionally based bond and attachment or affective commitment. The consumer‟s
affective commitment can be of great value to the artist and his/her music since it ends up
with loyalty through purchase behavior, support of artistic vision, decreased digital
piracy, etc.
Synthesis
Social media marketing, the attempt to use social media to make products or
services known and more meaningful to consumers, is used by brands for strengthened
brand recognition, brand loyalty, and conversion. One of the ways by which these brands
market through social media is by creating an online brand community such as those in
Facebook, Twitter, and other social media platforms.
With the use of online brand communities, brands acquire user-generated content
as well as assist in the exchange of information among other members of the community.
Two core activities take place in these communities: knowledge seeking and contribution.
By asking questions, members get solutions to their concerns involving the brand and the
industry, and by contributing answers, experts become more influential – all vital to the
success of the online community and the brand as well.
There are various benefits acquired upon participating in online brand
communities: functional, psychological, social, hedonic, and monetary. Functional
benefits are inclined with gathering information and transactional processes. Meanwhile,
social-psychological benefits point to how one develops relationships with others through
interaction and communication (social) and the emotional facets of relationships such as
affiliation and sense of belonging (psychological). Hedonic benefits refer to a positive
emotional condition as a result of enjoyment and entertainment. Lastly, monetary benefits
are economic advantages acquired in the form of special price breaks and discounts.
Through different social and economic theories, on the other hand, online
community members resort to various motivations to participate in the communities they
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belong to. For instance, according to the “tragedy of the commons” model, when goods
are freely consumed, consumers are less motivated to participate or maintain those
products. Meanwhile, the resource-based model for online structures tells that when
consumers find more advantages than disadvantages when participating in an online
structure such as an online brand community, they tend to participate more in the
community.
Likewise, with the help of online brand communities, brands get to know their
consumers further. These communities allow members to participate in enhancing their
products or services. In so doing, these brands aim to develop consumers‟ trust and
commitment. It is in this regard that studies on online community participation,
participation benefits, as well as consumer trust and commitment are vital since they
provide insights, analyses, and the logic behind social media marketing plans (involving
online brand communities).
Consumers are motivated by various types of benefits, and in various industries –
that to include the hospitality industry –such benefits also have various effects to such
consumers. These consumers may be triggered to participate more on online brand
communities depending on the approach, benefits, and design of the community, which
may then lead to trust and commitment.
Majority of the studies encountered by the researcher found that participation
benefits significantly influenced online brand community participation. The same went
with how online brand community participation influenced brand trust; how brand trust
significantly influenced brand commitment; how online brand community participation
influenced brand commitment, as well as how brand trust mediated online brand
community participation and brand commitment.
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CHAPTER 3
RESEARCH METHODOLOGY
This chapter discusses the procedures in conducting the study, which includes the
sampling design, gathering of data, as well as analysis and interpretation.
Research Design
The study employed descriptive and causal research design. As a descriptive type
of research, it collected information without altering the environment (nothing is
manipulated) (Office of Human Research Protections, n.d.). This research design was
also utilized to acquire information regarding the present status of the respective online
brand communities, its members from Lipa City, and the mentioned variables
(participation benefits, online brand community participation, brand trust, and brand
commitment). Meanwhile, being causal in nature, this study sought to measure the effect
a certain change in the independent variable has on the dependent variable (University of
Southern California, 2016).
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Sampling Design
The study utilized the purposive sampling technique since the samples were
chosen based on a certain criteria: only those who participated in the Facebook fan pages
of the top three fast food chains mentioned.
In determining the sample size, GPower was used. GPower is a tool used to
compute statistical power analyses for various F tests, t tests, χ2 tests, z tests as well as
some exact tests. It can also be utilized to calculate effect sizes and to display graphically
the power analyses‟ results (Heinrich-Heine-Universität Düsseldorf, 2013).
Out of the total of 2,300 recorded fast food online brand community participants
from Lipa City as of the last week of September 2015, a computed sample size of 129
was derived to test for regression, while 400 was needed to test for mediation. 389
responded to the survey. A margin of error of 0.05 (+5%) was applied in this study. The
margin of error shows the maximum expected difference between the sample estimate of
the parameter and the true population parameter (Stattrek, n.d.).
Respondents of the Study
The respondents of this study were customers and members who have liked and
participated in the fan pages of such food chains (Jollibee, McDonald‟s and Chowking).
They were selected as respondents since they have experience in participating in the
mentioned online brand communities as well as their familiarity with the food chains
mentioned. They were expected to be able to share their perceptions on participation
benefits, brand trust, and brand commitment as related to their experiences in
participating. To serve as criteria for determining the respondents of the survey, the
researcher manually searched the three Facebook fan pages for those who liked,
commented or shared posts and are from Lipa City.
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Locale of the Study
This research was conducted in Lipa City. The researcher focused on respondents
from this city since Lipa City is a fast-growing city with a growing number of fast food
chains and considerable social media presence.
Research Tools and Instrument
The study adopted the questionnaire of Kang, Fiore, and Tang (2014) in their
study entitled “Enhancing Consumer-Brand Relationships on Restaurant Facebook Fan
Pages: Maximizing Consumer Benefits and Increasing Active Participation”. The survey
questionnaire contains three sets of questions pertaining to participation benefits, online
community participation, brand trust, and brand commitment, respectively (See Appendix
C for the questionnaire). Minor modifications were made to specify the involved fast
food chains. A table of specifications is presented on Table 1.
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Table 1. Questionnaire Specifications
No. of Question
Variable Sub-Variable Source
Questions No.
Functional 3 1-3 Adapted
from
Social- 4 4-7
Online Brand Community Kang,
Psychological Tang,
Participation Benefits and Fiore
Hedonic 4 8-11
(2014)
Monetary 3 12-14
Online Brand Community

4 15-18
Participation
Brand Trust 4 19-22

Brand Commitment 3 23-25
Table 2 shows the response categories used in the survey questionnaire. A five-
point Likert scale was used to measure the respondents‟ perceptions by inquiring
regarding the extent to which they agree or disagree with a statement.
Table 2. Response Categories in the Questionnaire
Numerical Value
Scale in the Questionnaire
Assigned
Strongly Disagree 1
Disagree 2
Neutral 3
Agree 4
Strongly Agree 5
To test for the internal consistency of each variable, a reliability test (Chronbach‟s
alpha) was performed. The value was at 0.958. According to Gliem and Gliem (2003),
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the closer the alpha value to 1, the greater the items‟ internal consistency is in the scale.
In this case, the value of 0.958 indicated an excellent value.
Data Gathering Procedure
To gather data for this study, the researcher performed the following steps:
1. Online versions of the survey were sent to participants of Facebook fan pages
of Jollibee, McDonald‟s, and Chowking from Lipa City through Facebook‟s
instant messenger. They were provided with a link to the survey via Google
Forms. Other participants were also invited to respond to the survey through
various Lipa City Facebook groups (e.g. Lipa City Group, De La Salle Lipa
unofficial Facebook group, etc.). The invitation to respond to the survey and
the survey questionnaire are provided in Appendix C. To gather more
responses, the researcher also produced hard copies of the survey
questionnaire and asked students, professionals, and other individuals to
respond should they meet the criteria (participating in such Facebook groups).
2. Once the survey had been accomplished, for the online version, the researcher
checked Google Drive to see if the items have been answered completely or if
there were discrepancies. Those with discrepancies were deleted from the
automated spreadsheet. Meanwhile, for the paper-based survey, the same
checking procedure was conducted. Doing so provided the study with valid
responses, those suited for analysis.
3. Data collected from Google Drive were downloaded via Microsoft Excel and
double-checked for validity, while the self-administered survey data (from the
hard copy) were tabulated on Excel prior to statistical analysis. Items 23 and
25 (on brand commitment) were reverse coded.
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Data Analysis and Interpretation
In analyzing and interpreting the results, the Statistical Package for the Social
Sciences (SPSS) was utilized. The following statistical tools were used.
1. The mean was computed to gauge the perceptions of the respondents on online
brand community participation benefits (OBCPB), online brand community
participation (OBCP), brand trust (BT), and brand commitment (BC). Table 3
shows the interpretation of mean results.
Table 3. Mean Result Interpretation
Range Interpretation
1.00 to 1.79 Strongly Disagree
1.80 to 2.59 Disagree
Neither Agree nor
2.60 to 3.39
Disagree
3.40 to 4.19 Agree
4.20 to 5.00 Strongly Agree
2. Correlation analysis was performed to determine the measure of linear association

between two variables (University of Oregon, n.d.). The strength of variables‟
relationship was interpreted through the following correlation equivalents:
Table 4. Correlation Equivalents
Correlation Coefficient Interpretation

0 to 0.10 No Correlation
0.11 to 0.30 Weak
0.31 to 0.50 Moderate
0.51 to 0.70 Strong
0.71 to 0.90 Very Strong
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3. Multiple linear regression was conducted to determine the influence of online

brand community participation benefits on online brand community participation.
Moreover, simple linear regression was performed to determine the impact of the
following:
a. Online brand community participation on brand commitment
b. Online brand community participation on brand trust
c. Brand trust on brand commitment
Multiple linear regression is an extended version of linear regression, wherein two

or more independent variables and a continuous dependent variable‟s association
is tested. The multiple linear regression equation is stated as follows:
where is the predicted value of the dependent variable (online brand

community participation), X1 up to Xp are specific predictor variables, b0 is Y‟s
value when all the independent variables (X1 to Xp) equals zero, and b1 to bp are
the approximated regression coefficients. Every regression coefficient pertains to
the change in Y relative to a one unit adjustment in the particular independent
variable (Boston University School of Public Health, 2013). Meanwhile, the
simple linear regression equation is as follows:
,
where b1 is the approximated regression coefficient which quantifies the
association between the outcome and the risk factor (Boston University School of
Public Health, 2013).
4. Lastly, to determine if brand trust has a mediating role between online brand
community participation and brand commitment, four conditions had to be met
(as stated by Kenny in 2015 on his web page on “Mediation):
a. Independent variable (online brand community participation) must influence
the dependent variable (brand commitment).
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b. Outcome (online brand community participation) must influence the mediator

(brand trust).
c. Mediator (brand trust) must influence the outcome (brand commitment).
d. To determine that the mediator completely mediates the relationship of the
independent variable and the outcome, X‟s effect on Y controlling for the
mediator (path c‟) must be zero. The effects in the third and fourth steps are
approximated in the similar equation.
Should all the steps above be met, there would have been a complete mediation,
but if step four was not met, there would be partial mediation only. Not meeting any of
the first three steps would mean that there is no mediation.
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CHAPTER 4
RESULTS AND DISCUSSION
This chapter presents the results of data analysis together with a discussion of the
implication of findings.
Online Community Participation Benefits

Table 5 shows the respondents‟ perception on functional benefits acquired from
fast food chains‟ Facebook page communities. The overall mean of 3.84 indicates how
respondents agreed on obtaining functional benefit when participating in the online brand
community they belong to. The highest mean rating is 3.99 in terms of obtaining up-to-
date information about the fast food brand.
Table 5. Respondents’ Perception on Functional Benefits
Functional Benefits Mean Interpretation

Obtaining up-to-date information about the 3.99 Agree
fast food brand
Efficiently and conveniently communicating 3.83 Agree
with others online
Sharing experiences about the fast food brand 3.70 Agree
Overall Mean 3.84 Agree
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Zhang, Shabbir, Pitsaphol, and Hassan (2015) likewise found in their study that
online brand community members from China somewhat agreed that the understanding
of technical development and components, solving problems related to the brand, and
increasing knowledge are somewhat important in an online brand community. Moreover,
functional benefits primarily contribute to the community members‟ participation as they
try to get information from the Facebook page. Participants benefit the most from such
online communities by acquiring useful data catching their interest (Silhman, 2012).
Table 6 presents the perceptions of respondents on social-psychological benefits

derived from participating in fast food chains‟ online brand communities. Through the
overall mean of 3.39, it is shown how fast food Facebook page members neither agree
nor disagree that social-psychological benefits allow them to experience a sense of
belongingness and socialization when participating in the community. The item with the
highest mean rating is “Seeking self-identity”, which is at 3.43, indicating that fast food
chains‟ Facebook page members, among the various social-psychological factors, aim to
establish stronger self-identity as they participate in such online brand communities.
Table 6. Respondents’ Perception on Social-Psychological Benefits
Social-Psychological Benefits Mean Interpretation

Seeking self-identity 3.43 Agree
Getting involved with other members 3.41 Agree
Seeking a sense of belonging 3.32 Neither
Establishing and maintaining relationships 3.41 Agree
with other members of Facebook
Neither Agree Nor
Overall Mean 3.39
Disagree
When it comes to social benefits acquired from participating in online brand

communities, Park (2011) discovered that online brand communities have indeed turned
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out to become a hub where customers talk about matters concerning brands and other
related issues. When such pertinent issues arise, these Facebook pages automatically
become the location where consumers post opinions, solve problems, and discuss their
concerns while building camaraderie among themselves. It also implies how companies
today are no longer the sole ones in control of conversations and relationships.
Consumers today are empowered to stir conversations by connecting with other
consumers as well as the company. Park‟s study also noted how companies today aim to
strengthen community members‟ social bond by encouraging them to pitch in to the
conversation while also stirring them emotionally.
Meanwhile, members of online brand communities cultivate psychological
ownership of their respective communities. As emphasized on the study of Lee and Suh
(2015), there are three courses in psychological ownership: membership duration,
autonomy, and self-discrepancy. There are also three outcomes: self-concept, satisfaction,
and knowledge contribution. Developing a better self in an anonymous setting such as an
online community as well as maintaining autonomy helps inculcate psychological
ownership. Such ownership enhances self-esteem, satisfaction, and quality of
contribution.
Table 7 shows online community members‟ perception on hedonic benefits.

According to the results, with an overall mean of 3.47, such members agree on acquiring
hedonic benefits or pleasure-bringing rewards for participating in fast food online
communities. With the highest mean rating of 3.50, the respondents agreed that having
fun on the brand‟s Facebook is a hedonic benefit of online brand community
participation.
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Table 7. Respondents’ Perception on Hedonic Benefits
Hedonic Benefits Mean Interpretation

Being amused by other members 3.37 Agree
Having fun on the brand‟s Facebook page 3.50 Agree
Seeking enjoyment on this Facebook page 3.46 Agree
Being entertained on this Facebook page 3.55 Agree
Placing a hedonic value on online communication as part of the buying process is

related with the value factors affecting consumers‟ perceived aesthetic value: emotional,
social, and epistemic. Scientific literature showed that for buyers taking part in the
buying process and possessing a dominant aesthetical value, belonging to a certain social
group is important. Meanwhile, buyers who regard emotional value as necessary deem
sensory stimulation to be vital and want to communicate with creativity and play to
lessen stress and eventually place balance in their experience. Lastly, those with a
dominant social value join social communities to communicate with other members and
to boost their egos and self-esteem on a short-term basis (Kazakeviciute and Banyte,
2012).
On the contrary, Malmivaara, in 2011, conducted a study entitled “Motivations
behind Liking: Implications of Facebook Brand Community Behavior on Purchase
Intentions” and found that travel Facebook page community members neither agree nor
disagree that hedonic motivations are vital to the online community. This is also
supported by the study results of Pöyry (2011) which stated that even if searching for
hedonic information in a community can be a pleasant, fun and adventurous experience,
those who seek for hedonic information do not invest so much time to it. This can also be
brought by one‟s confidence in his or her purchase or search, thus leading to less time
online or opposite to someone who is less confident with purchasing.
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Table 8 presents the respondents‟ perception on monetary benefits. Based on the

overall mean of 3.80, it was shown that online community members agree on gaining
financial rewards as they participate in such Facebook pages of fast food chains. The
respondents preferred obtaining discounts or special deals that most consumers do not get
appeared the most, which is at 3.88. This may imply that the fast food community
members perceive getting the chance to obtain such deals as a great motivation as they
participate.
Table 8. Respondents’ Perception on Monetary Benefits
Monetary Benefits Mean Interpretation

Obtaining discounts or special deals that most 3.88 Agree
consumers do not get
Obtaining better prices than other consumers 3.75 Agree
Receiving free coupons for the fast food 3.76 Agree
brand by becoming a member of the
Facebook page
In Zhang‟s (2010) study on consumer motivation to online communities, it was

established that around half of Igogreen community members agree on gaining monetary
benefits while the other half do not. Participants do not get motivated that much by
financial rewards in terms of the time they spend in the community.
The same went with Garnefeld, Iseke, and Krebs‟ (2012) experimental study
involving a German question-and-answer community saying that monetary incentives
boost intentions for short-term participation for every type of community member.
However, their impact on passive members is stronger as compared to active ones.
Monetary benefits tend to reduce active members‟ long-term motivation to take part in
the community.
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Online Brand Community Participation of the Respondents

Table 9 displays the respondents‟ perception on online brand community
participation. With an overall mean of 2.60, it shows that the online community members
who responded to the survey neither agree nor disagree on online brand community
participation constructs. Of the four factors contributing to online brand community
participation, the item on frequently providing useful information to other members had
the highest mean rating (at 2.64), showing that fast food Facebook page members
consider providing beneficial information to others neither agreeable nor disagreeable.
Table 9. Respondents’ Perception on Online Brand Community Participation
Online Brand Community Participation Interpretation

Mean
Constructs
I take an active part in the fast food brand‟s

2.63 Neither Agree nor
Facebook page
Disagree
I frequently provide useful information to 2.64 Neither Agree nor
other members Disagree
In general, I post messages and responses on 2.54 Neither Agree nor
the brand‟s Facebook page with great Disagree
enthusiasm and frequency
I do my best to participate in activities 2.60 Neither Agree nor
offered on the brand‟s Facebook page Disagree
Overall Mean 2.60 Neither Agree nor

Disagree
According to Adomaviciute and Danilov (2012), modern channels contribute

greatly to the direct communication between the community members and the company,
as shown in the researchers‟ study involving Audi Club Moscow members. 7 out of 20
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members check Audi‟s Facebook page while four communicate through it. Community
members found it beneficial to communicate with brand owners or official
representatives to develop long-term relationships. It also helps to have social media
presence to strengthen the online brand community through direct communication.
Participating in an online brand community involves various factors such as
tenure, size, and connection to social media networks. The larger the group, the harder it
seemed for participants. Meanwhile, the higher the tenure, the less time members
contribute to the community. On the other hand, the more that the brand connects with a
social media network, the greater the tendency for community members to interact. These
were established in a meta study by Liu in 2015. Thus, the researcher proposed that
managers create a small-sized online brand community with low tenure and high
connection.
Meanwhile, in the study of Zhang (2010) involving online brand communities
fostering green products, it was found that user engagement as well as internet behavior
patterns relate with each other. Participants in such communities responded to
communities at a moderate level.
Community participation is also driven by various factors such as rewards,
freedom of expression, and member interaction. Of these three, member interaction was
proven to have the strongest effect, according to Avadanei and Bejan (2012). Likewise,
when there is a higher degree of satisfaction in the community, members visit more
frequently.
The Brand Trust of Fast Food Online Brand Community Participants

Table 10 displays the respondents‟ perception on brand trust. With an overall
mean of 3.53, it can be deduced that the online community members agree on brand trust
as they participate in fast food online communities. Out of the four items, “I feel I know
what to expect from the fast food brand” resulted with the highest mean rating of 3.66.
This may be brought by the way consumers already seemed to have presumptions about
the brand before they decided to participate in such communities.
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Table 10. Respondents’ Perception on Brand Trust
Brand Trust Constructs Mean Interpretation

What the fast food brand says about its 3.46 Agree
products/service is true
I feel I know what to expect from the fast 3.66 Agree
food brand
The fast food brand is very reliable 3.56 Agree
The fast food brand meets its promises 3.43 Agree
Similarly, in a study by Laroche, Habibi, and Richard (2013), it was found that
online community members somewhat agree that there is trust on the brands represented
by the communities they belong to. Brand communities running via social media can
strengthen brand trust by enhancing relationships of customers to the brand, products, the
company, and other consumers.
Brand trust, according to Chiu, Huang, and Yen (2010), can lead to loyalty. When
community members are uncertain about the information presented by the brand or when
they are afraid of opportunism, brand trust can alleviate such anxieties – helping lessen
uncertainty as well as the limited information.
On table 11, the respondents‟ perception on brand commitment is presented. The

overall mean of 2.70 shows how online community members neither agree nor disagree
on their brand commitment when participating in fast food chain online communities.
The highest mean rating is 3.05 in the item about considering oneself to be highly loyal to
the fast food brand, indicating how the members, out of the various factors leading to
brand commitment, pay the most attention on loyalty to the brand.
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Table 11. Respondents’ Perception on Brand Commitment
Brand Commitment Constructs Mean Interpretation

If the fast food brand had no available 2.55 Neither Agree nor
reservations, I would have no problem Disagree
finding a different fast food with which I
would want to make reservations
3.05 Neither Agree nor
I consider myself to be highly loyal to the
Disagree
fast food brand
When another brand has a special deal (e.g. 2.49 Neither Agree nor
discount price for meal), I generally visit that Disagree
fast food chain with the better deal
Overall Mean 2.70 Neither Agree nor
Disagree
Consumers‟ commitment to a specific brand community may depend on various

psychological bonds such as affect, need, and/or obligation. When community members
are driven by obligation or need, it does not necessarily lead to brand commitment. If the
brand community does not inculcate brand attachment or emotion, members have the
tendency not to become loyal to the brand (Zhang, Zhou, Su, and Zhou, 2013).
Another essential factor in the consumer-brand relationship, as stated in Turri,
Smith, and Kemp‟s (2013) study entitled “Developing Affective Brand Commitment
through Social Media”, entails value co-creation. According to their study, those who
were actively taking part in developing and sharing content via social media networks
have greater intent towards commitment. Consumer-brand relationships founded on
emotions often lead to strong and lasting connections. With the Internet‟s interactivity, it
serves as a good hub for honing such relationships.
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The Influence of Online Brand Community Participation Benefits on Online Brand

Community Participation
The influence of online brand community benefits on online brand community
participation is shown on Table 12. The overall relationship between online brand
community participation benefits and online brand community participation is moderate,
as signified by the r-value of 0.38. The R2 value of 0.14 or 14% shows that these much of
variability on online brand community participation can be explained by online brand
community participation benefits. Among the online brand community participation
benefits, hedonic (p = 0.03) and social-psychological (p = 0.00) were shown to be
significant, indicating that these two variables are significant predictors of the
respondents‟ participation in the respective fast food online communities.
Table 12. Influence of Online Brand Community Participation Benefits on Online

Brand Community Participation
Online Brand Adjusted B p- Interpretation

Participation Benefits R R2 Coefficient value
Constant 1.21 0.00

Not
Functional -0.04 0.66
Significant
Hedonic 0.38 0.14 0.16 0.03 Significant
Social-Psychological 0.32 0.00 Significant
Not
Monetary -0.02 0.69
Significant
Meanwhile, the B coefficients indicate the contribution of each online brand

community participation benefit variable to online brand community participation.
Symbolically, the regression equation is:
YOnlineBrandCommunityParticipation = 1.21 + -0.04XFunctional + 0.16XHedonic + 0.32XSocPsych

- 0.02XMonetary
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The explained variables mean that for every unit increase in functional benefits,
holding other variables constant, there is a 0.04 reduction in online brand community
participation. For every unit increase in hedonic benefits, there is a 0.16 increase in
online brand community participation. Meanwhile, for every unit increase in social-
psychological benefits, there is a 0.32 increase in online brand community participation,
and for every unit increase in monetary benefits, there is a 0.02 decrease in online brand
community participation. To put it simply, the values show that social-psychological and
hedonic benefits have the biggest impact on online brand community participation, 0.32
and 0.16, respectively.
Functional benefits derived from the information acquired from the community,
according to Ren and Kraut (2014), are triggered by the number of topics posted on the
community. The more topics are posted, the greater tendency for functional benefits to
increase. This was concluded to be a result of an increase in the number of messages that
fit members‟ interests. On the other hand, it was found that having more messages posted
decreases the possibility that random members will have a similar interest. Likewise,
members receive information from online brand communities that are not only objective
but also acquired from thought leaders – leading to value and trustworthiness. Members‟
capability to share information about themselves (e.g. their interests, hobbies, career, etc.)
help as they allocate value to the data they are receiving from the communities
(Wilimzig, 2011).
Meanwhile, social-psychological benefits and online community participation are
strongly related, thus leading to emotional empowerment for members. Emotional or
intrapersonal empowerment is linked with a dimension of a sense of community, making
members feel connected with the organization and with other members of the
community. As part of the community, members get to be empowered – both cognitively
and emotionally (Speer, Peterson, Armstead, and Allen, 2012; Pendry and Salvatore,
2015). More so, they spend time in online communities to widen their social network
(Shabbir, et. al., 2015).
Similarly, in a study by Hsieh, Hou, Chen, and Truong (2013), it was also found
that social identity, generalized reciprocity, and prosocial-orientation all positively affect
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community socialization. Without the usual organizational structure in an online

community, with just the moderator or administrator serving as arbitrator, such
communities rely on volunteers to stir communication. Thus, the researchers stressed the
importance of understanding the underlying elements influencing community members to
volunteer. Results thus suggest that several contextual factors affect volunteer
socialization. Once members link themselves with the certain community, and if other
members also socialize with them, they have the tendency to assist newcomers as well.
When it comes to hedonic benefits or pleasure-seeking rewards from participating
in online communities, on the same note, Shabbir, et. al. (2015) pointed out how such
benefits significantly influence participation. It also implies that even though members
may have motives to participate for knowledge and monetary incentives, still, they visit
and interact with other members to experience leisure.
In terms of monetary benefits, according to Kang, Tang, and Fiore‟s (2014) study,
such type of rewards do not influence online brand community participation on restaurant
Facebook pages. This may be due to community participants not considering Facebook
fan pages as a main hub when searching for sales offers and promotions. Instead, they
resort to review sites, coupon books, and word of mouth (Luk and Yip, 2008). Another
study, this time focusing on the quality and quantity of posts on an online community
dealing with recipes, showed that monetary benefits do not influence participation in
terms of quality. The authors found that such incentives only work when they are
evaluation-based (e.g. “this report was useful” as found on reviews sites) (Aoki and
Ogawa, 2014).
The Influence of Online Brand Community Participation on Brand Commitment

Table 13 presents the influence of online brand community participation on brand
commitment. The two variables were found to have no correlation, as shown through the
r-value of 0.01. The adjusted R2 value of -0.003 or -0.3% indicates that these much of
variability on brand commitment can be explained by online brand community
participation. Moreover, online brand community participation was not shown to be a
significant predictor of the respondents‟ brand commitment.
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Table 13. Impact of Online Brand Community Participation on Brand Commitment
Brand Commitment
p- Interpretation
B
R Adjusted value
Coefficient
R2
Constant 2.71 0.01
0.01 -0.003
Online Brand Community -0.00 0.89 Not
Participation Significant
The B coefficient shows the contribution of online brand community participation

on brand commitment. This is expressed through the regression equation below.
YBrandCommitment = 2.71 + -0.00XOnlineBrandCommunityParticipation
The stated value depicts that for every unit increase in online brand community
participation, holding other variables constant, there is a 0.00 decrease in brand
commitment.
The findings of Parikka (2015) and Zhou (2012) also showed that online brand
community participation does not necessarily lead to brand commitment. Thus, it can be
deduced that identification, bonding, and commitment have minor contribution to the
relationship of consumers and brands. Parikka‟s study likewise depicted how passive
participation was stronger than active. However, as a whole, her study reiterated the
importance of social media in enhancing consumer-brand relationships.
The same held true with Avadanei and Bejan‟s (2012) study which indicated that
even though consumers participate in a community, it does not mean to say that they will
be loyal to a brand. Consumers may have other various considerations before they
become committed to a brand. These may include highly satisfactory experiences with
such brands and other factors.
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The Influence of Online Brand Community Participation on Brand Trust

Table 14 presents the impact of online brand community participation on brand
trust. The overall relationship between online brand community participation and brand
trust is weak, as indicated by the correlation coefficient of 0.29. The R 2 value of 0.08 or
8% shows that this extent of variability on brand trust can be explained by online brand
community participation, while the remaining 92% cannot be explained by this study.
Meanwhile, the p-value of 0.01 showed that online brand community participation is a
significant predictor of brand trust.
Table 14. Influence of Online Brand Community Participation on Brand Trust
Brand Trust
Adjusted B p- Interpretation
R R2 Coefficient value
Constant 2.89 0.01
0.29 0.08
Online Brand Community 0.25 0.01 Significant
Participation
The B coefficient refers to the contribution of the independent variable,

participation, on brand trust. Symbolically, the regression equation is as follows:
YBrand Trust = 2.89 + 0.25XOnlineBrandCommunityParticipation
The values above depict that for every unit increase in online brand community
participation, holding other variables constant, there is a 0.25 increase in brand trust.
Jung, Kim, and Kim (2014), in their study, also noted that online community
participation significantly influenced brand trust and intention to revisit. Wilimzig (2011)
likewise stressed how consumers serve as watchdogs on brands, just as how journalists
do so with the government. With online communities posing as a forum for consumers to
interact with brands and other consumers, trust is aspired for in the process. As a vital
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factor in online consumerism, participating in communities as such is considered helpful

in developing trustworthy relationships.
Influence of Brand Trust on Brand Commitment

Table 15 presents the influence of brand trust on brand commitment. Brand trust
and brand commitment‟s relationship was found to be weak, with a correlation
coefficient of 0.28. The R2 value of 0.08 tells that such degree of variability on brand
commitment can be explained by this study, while the remaining 92% cannot. The p-
value of 0.01, on the other hand, shows that brand trust has a significant impact on brand
commitment.
Table 15. Influence of Brand Trust on Brand Commitment

Brand Commitment
Adjusted B p- Interpretation
R R2 Coefficient value
Constant 0.28 0.08 3.31 0.01
Brand Trust -0.17 0.01 Significant
The B-coefficient pertains to the contribution of brand trust on brand

commitment. Symbolically, it goes with the following regression equation:
YBrandCommitment = 3.31 + -0.17XBrandTrust
The value above tells that for every unit increase in brand trust, holding other
variables constant, there is a 0.17 decrease in brand commitment.
According to Ercis, Unal, Candan, and Yildirim (2012) in their study on the effect
of brand satisfaction, trust, and brand commitment on loyalty and repurchase intentions,
brand trust has an impact on affective and continuance commitment. Consumers can
show continuance commitment when there are no alternatives or when the brand is
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cheaper. When it comes to affective commitment, on the other hand, consumers display a
more resilient emotional commitment to the brand. Thus, the researchers posit that
companies must place more emphasis on developing trust and affective commitment on
their customers and community members.
Mediating Role of Brand Trust between Online Brand Community Participation

The mediation procedure is not applicable since online brand community
participation is not a significant predictor of brand commitment, based on the results on
Table 13. For it to proceed with the mediation procedure, as mentioned on the third
chapter, four steps have to be followed. The first step, showing that the causal variable
(online brand community participation) has an influence on the outcome (brand
commitment), was not met. Thus, the next steps in the mediation procedure were not
pursued.
Contrastingly, Laroche, Habibi, and Richard‟s (2013) study indicated that brand
trust has a fully mediating role between customer-brand relationship and brand
commitment. Brand trust, according to the study, cements customer bonds in the form of
information sharing, also strengthening participation benefits.
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CHAPTER 5
SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS
This chapter contains the summary of the results, together with the conclusions
and recommendations provided by the researcher based on this study‟s findings.
Summary of Findings
This study was conducted to determine the role of online brand community
participation benefits in increasing participation, as well as the influence of participation
on brand trust and brand commitment. Through descriptive statistics, simple linear
regression, and multiple linear regression, the following findings were arrived at.
1. Respondents agreed that they want to receive functional benefits the most, among
the four studied benefits. They also agreed on acquiring monetary and hedonic
benefits, respectively. Meanwhile, they neither agreed nor disagreed on gaining
social-psychological benefit, according to the study‟s findings.
2. They neither agreed nor disagreed on the statements pertaining to online brand
community participation in fast food chains‟ Facebook pages.
3. The respondents agreed on how the fast food chains display trustworthiness
through their products and services.
4. They neither agreed nor disagreed on how they are committed to the fast food
chain brands.
5. Hedonic and social-psychological benefits significantly influenced online brand
community participation, while monetary and functional benefits did not.
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6. Online brand community participation did not significantly influence brand

commitment.
7. Online brand community participation significantly influenced brand trust.
8. Brand trust significantly influenced brand commitment.
9. Brand trust did not significantly mediate between online brand community
participation and brand commitment.
Conclusions
The following are concluded from the findings of this study:
1. a. The researcher failed to reject the null hypothesis stating that functional
benefit does not significantly influence online brand community participation.
b. The null hypothesis stating that social-psychological benefit does not
significantly influence online brand community participation is rejected.
c. The null hypothesis stating that hedonic benefit does not significantly
influence online brand community participation is rejected.
d. The researcher failed to reject the null hypothesis stating that monetary benefit
does not significantly influence online brand community participation.
2. The researcher failed to reject the null hypothesis stating that online brand
community participation does not significantly influence brand commitment.
3. The null hypothesis stating that online brand community participation does not
significantly influence brand trust is rejected.
4. The null hypothesis stating that brand trust does not significantly influence brand
commitment is rejected.
5. The researcher failed to reject the null hypothesis stating that brand trust
significantly mediates between online brand community participation and brand
commitment.
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Recommendations
To utilize social media to meet fast food consumers‟ needs, specifically Facebook
pages as online brand communities for fast food chains, online community managers and
other marketing professionals can focus on engaging members‟ sense of fun and
enjoyment together with their sense of affiliation and community. This can be done
through posts, online games or contests fostering camaraderie (e.g. humorous memes,
“getting to know the members” posts, photo submission contests, entertaining videos,
recognizing members who have participated in discussions the most, etc.) and sense of
belongingness.
Even though fast food consumers were not found to be mainly driven by fast food
chain information through Facebook pages, it is still important for these food
establishments to inform members on their menus, food offerings, and services. To
engage consumers in participating, marketers can also provide regular (at least thrice a
day) posts containing information that interests the audience. Such information can also
be devoted to answering the audience‟s most pressing problems through useful tips,
catchy infographics, how-to videos, etc.
Although brand trust was not found to mediate participation and brand
commitment in this study, marketers specifically from Lipa City and in the Philippines
can still focus on strategies that would help strengthen their consumers‟ trust, loyalty, and
commitment to the brand. This includes focusing greatly on their fans in social media
posts (e.g., highlighting fans of the day), sending them special items, providing loyal
consumers with an upgrade, offering exclusive perks to loyal fans, being highly
committed to responding to their questions, and basically making them feel special. On
top of that, maintaining high quality in fast food chains‟ products and services is essential
too. This is to ensure that consumers will be coming back for more not only to their
Facebook pages but also to their respective establishments.
As a whole, by performing those techniques, the online community members and
participants can turn into loyal fans spreading the word about the fast food brand and they
themselves becoming brand evangelists. In this way, the fast food brand can get help in
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promoting their products and services not only from their company representatives but
more importantly from the consumers who have experienced positive services and tasted
delicious food offerings from the fast food chains.
Through the above-mentioned tactics, marketers can also develop feasible
strategies and action plans that focus on the needs of their target market. Doing so would
also require monitoring participants‟ communications to also be able to determine new
market segments as well as to offer new services and food offers according to the
consumers‟ common interests.
For future researchers, on the other hand, they can consider exploring other
related factors affecting online community participants‟ trust and commitment to a brand.
They can also tap other industries which also utilize social media, as well as other social
media networks aside from Facebook. To widen the scope of future studies, they can also
gather data involving participants all over the Philippines or a certain region. More so,
they can draw other variables which can serve as mediating or moderating constructs to
be able to determine which of those can help examine consumers‟ behavior when
participating in online brand communities.
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APPENDIX A
SOCIAL MEDIA NETWORK STATISTICS
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APPENDIX B
SOCIAL MEDIA REPORTS ON THE 3 FAST FOOD CHAINS
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APPENDIX C
SURVEY QUESTIONNAIRE
This is an academic study with the purpose of investigating experiences of fans on

Facebook pages of fast food chains in Lipa City. The results will not be used for any
other issue than for the topic of this thesis. The data provided below will be treated
anonymously and confidentially. I would really appreciate if you would answer the
following questions.
In this section, I would like to learn more about the benefits you want to receive
from a fast food brand‟s Facebook page. For each of the listed statements, please check
the one response that best expresses the extent to which you find the characteristic as
descriptive or not descriptive. Circle only one number for each of them.
Please select only one of the following fast food brand Facebook pages you are a
follower of (or the one you are most familiar with/you participate at the most):
McDonald‟s Jollibee Chowking
1 = strongly disagree 2 = disagree 3 = neither 4 = agree

5 = strongly agree
I think the following are important:
1. Obtaining up-to-date information about the brand 5 4 3 2 1

2. Efficiently and conveniently communicating with others online 5 4 3 2 1
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3. Sharing experiences about the fast food brand 5 4 3 2 1

4. Establishing and maintaining relationships with other members 5 4 3 2 1
of Facebook
5. Communicating with other members 5 4 3 2 1
6. Seeking self-identity 5 4 3 2 1
7. Seeking a sense of belonging 5 4 3 2 1
8. Being amused by other members 5 4 3 2 1
9. Having fun on the brand's Facebook page 5 4 3 2 1
10. Seeking enjoyment on this Facebook page 5 4 3 2 1
11. Being entertained on this Facebook page 5 4 3 2 1
12. Obtaining discounts or special deals that most consumers don't 5 4 3 2 1
get
13. Obtaining better prices than other customers 5 4 3 2 1
14. Receiving free coupons for the fast food brand by becoming a 5 4 3 2 1
member of the Facebook page
Online Brand Community Participation
This is regarding how you participate as a fan of the x brand Fast food‟s Facebook page
and your thoughts about the brand.
15. I take an active part in the fast food chain's Facebook page. 5 4 3 2 1
16. I frequently provide useful information to other members. 5 4 3 2 1
17. In general, I post messages and responses on the brand's 5 4 3 2 1

Facebook page with great enthusiasm and frequency.
18. I do my best to participate in activities offered on the brand's 5 4 3 2 1
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Facebook page.
Brand Trust
This section is regarding your thoughts about the fast food brand you chose. Please
indicate the level of agreement with each statement using the following scale:
19. What the fast food brand says about its products/services are 5 4 3 2 1
true.
20. I feel I know what to expect from the fast food brand. 5 4 3 2 1
21. The fast food brand is very reliable. 5 4 3 2 1
22. The fast food brand meets its promises. 5 4 3 2 1
Brand Commitment
This section is regarding your thoughts about the fast food brand you chose. Please
indicate the level of agreement with each statement using the following scale:
23. If the fast food brand had no available reservations, I would 5 4 3 2 1

have no problem finding a different restaurant with which I would
want to make reservations.
24. I consider myself to be highly loyal to the fast food brand. 5 4 3 2 1
25. When another brand has a special deal (e.g., discount price for 5 4 3 2 1
meal), I generally visit that restaurant with the better deal.
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APPENDIX D
SOCIAL MEDIA STRATEGIC PLAN CHECKLIST
Priority Audience Responsibility Metrics/Goals

Satisfaction (AS)
Audience
Satisfaction
Analysis
Monitor Social
Media
Marketing & PR
Optimization
Measure Staff
Performance
through Audience
Satisfaction
Competitive
Intelligence
Monitor
Competitors‟
Audience
Satisfaction
Monitor
Competitors‟ Social
Media Engagement
Social Media
Engagement
Reply to Reviews
Engage on Social
Media Networks
Comment on
Articles, Blogs, and
Forums
Encourage More
Reviews
Keep Content on 3rd
Party Sites
Location-Based
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Services
Portfolio
Management
Monitor Reviews on
Every Property
Order Properties
through Social
Media Metrics
Monitor Reviews
and Social Media
Goals for Properties
Monitor
Brand/Group Level
Performance
Compare Property
Sets
Brand-Level Social
Media Monitoring
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College of Business, Economics, Accountancy and Management

SOCIAL MEDIA MARKETING IN FAST FOOD CHAINS: BENEFITS’ ROLE IN

A Research Paper Presented to the Faculty of

CELINE BERNADETTE H. FRANCISCO

Author Celine Bernadette H. Francisco (coelinefrancisco@gmail.com)

Chapter II Review of Related Literature.......................................................................21

Chapter III Research Methodology ...............................................................................35

Chapter IV Results and Discussion ................................................................................43

Chapter V Summary, Conclusions, and Recommendation .........................................59

In the Philippines, developing consumer-brand relationships via social media has

Statement of Research Problems

5. Do online brand community participation benefits (functional, hedonic, social-

Figure 1. Conceptual Framework on Enhancing Consumer-Brand Relationships on

Functional benefits pertain to the usefulness attained by participating in an online

Based on the researchers‟ study, hedonic and social-psychological benefits have a

Figure 2. Operational Framework on Benefits’ Role in Increasing Online Brand

The researcher tested the following hypotheses:

Objectives of the Study

This study achieved the following:

1. Determined the perceptions of online brand community members on

This study is highly significant to the following stakeholders:

Fastfood Chains, Managers, and Marketing Professionals

Fastfood Chain Consumers/Online Community Members

Scope and Limitations

The study determined the influence of participation benefits on online brand

The following terms were defined as used in the study.

Brand Commitment – Strong and positive psychological attachment of consumers to fast

Social Benefits – Values derived from developing relationships and developing

REVIEW OF RELATED LITERATURE

Social Media Marketing

Brand Community Participation

Online Brand Community Participation

Online Brand Community Participation Benefits

company-sponsored. Trust and commitment are more critical to companies than

In studying online community participation, participation benefits, brand trust,

ethical consumer online community participation, members became more committed to

behavior, and electronic word-of-mouth (eWOM) on repurchase intention, attitudinal

findings, emotional relationships are nurtured by the self-connection and intimacy a

Respondents of the Study

Locale of the Study

Research Tools and Instrument

Table 1. Questionnaire Specifications

Online Brand Community

Brand Trust 4 19-22

Table 2. Response Categories in the Questionnaire

Data Gathering Procedure

Data Analysis and Interpretation

Table 3. Mean Result Interpretation

2. Correlation analysis was performed to determine the measure of linear association

Correlation Coefficient Interpretation

3. Multiple linear regression was conducted to determine the influence of online

Multiple linear regression is an extended version of linear regression, wherein two

where is the predicted value of the dependent variable (online brand

b. Outcome (online brand community participation) must influence the mediator

RESULTS AND DISCUSSION

Online Community Participation Benefits

Table 5. Respondents’ Perception on Functional Benefits

Functional Benefits Mean Interpretation

Table 6 presents the perceptions of respondents on social-psychological benefits

Table 6. Respondents’ Perception on Social-Psychological Benefits

Social-Psychological Benefits Mean Interpretation

When it comes to social benefits acquired from participating in online brand