Cohesiveness and Sense of Community of Fan Club Members at Facebook Pages

Abstract

Since its establishment in 2004, Facebook has become the most popular social networks platform in the world. Among its various interfaces, the Pages, also known as “fan clubs”, are chosen as the main topic in this study. Previous studies have corroborated that the brand image has some influence on the trust of consumers and web quality is positively related to the trust and cohesiveness of community. Therefore, this study further investigates and discusses the relationships among trust, cohesiveness, and sense of community. Through literature reviews and inferences, some distinct hypotheses were presented. Previous researchers often argued that the cohesiveness was affected by the sense of community. However, our inference showed the reversed hypothesis that the sense of community was affected by the cohesiveness. This distinction may imply that these two constructs are related each other, not just through a single path. Since the members of Facebook Pages are our main subjects, electronic questionnaires will be adopted to survey this sample.