ABSTRACT
This chapter examines the relationship between Facebook fan page posts and purchase intention. Facebook fan pages provide a platform where companies disseminate their marketing information, and interact with their fans by means of posting content on their fan pages. A Facebook fan page gives fan page operators the opportunity to build a relationship between their brand and their followers. The need for belongingness has a positive impact on member's intention to interact in online communities. Trust and satisfaction influence the need for belongingness. When members of a fan page community are satisfied with the content of the page, their self-esteem and cognitive needs are fulfilled by the desire to acquire knowledge, understand, and explore information available. Facebook fan page operators connect with fans through direct engagement via fan page posts. Brands build relationships with fans and potential clients by repeatedly interacting with them.
