How to keep brand fan page followers? The lens of person-environment fit theory

摘要

Purpose Companies create brand fan pages (BFPs) on social media platforms to broadcast product information, increase brand awareness and engage customers. A common challenge facing BFPs is how to attract and retain followers effectively. Through the lens of the theory of person-environment fit (TPEF), the purpose of this paper is to develop and validate a theoretical model to explain the role of multidimensional fit perceptions in cultivating BFP users' continued following intention.