Do Social Networking Fan Page Posts Matter for Corporate Image?

The purpose of the current study is to examine factors affecting corporate image driven by social networking fan pages on Facebook. Under modified elaboration likelihood model (ELM), we answer how page contributor post quality (FPQ) and source credibility (FPC) influence informativeness (FPI) in turn, impact image. We tested hypotheses analyzing survey responses using a covariance-based SEM method from 178 respondents who follow at least one company findings reveal that FPQ FPC play salient role explaining FPI, which, impacts Our results show uncertainty about products or services posted significantly moderates relationships among FPQ, FPC, FPI. Implications limitations are discussed.