Exploring firms’ fan page behavior and users’ participation: evidence from airline industry on Twitter

Firms motivate users to enhance their fan page engagement. Existing research has thus far concentrated on firms’ fan page management strategies which lead to different results in terms of numbers of followers and followings and the rate of users’ participation. Drawing on the insights of Social Practice Theory and Uses and Gratification Theory (UGT), we aim to examine firms’ strategies in relation to users’ activities on fan pages, and the...