Examining the dilution of the consumer-brand relationship on Facebook: the saturation issue

What is it about?

Brands have been progressively using social networking sites, namely Facebook, as part of their strategy to engage their consumers, and ultimately build long-term relationships with them. Nonetheless, with the overuse of ‘engagement ads’ by brands, saturation related to information overload is expected to be reached leading to the dilution of the consumer-brand relationship. The purpose of this study is to fill a gap in the literature which has predominantly focused on the positive side of social networking sites, and hence still lacks a thorough understanding of the potential risks brands face when using Facebook. Accordingly, this research examines the different risks brands would be facing from saturated consumers on social networking sites such as Facebook.

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Why is it important?

The negative implications are still scarcely examined in the literature where social media engagement is predominantly discussed through a positive lens. Hence, this study has the peculiarity of discussing the risks that companies would face with Facebook’s engagement model along with their implications on the consumer-brand relationship.