THE INFLUENCE OF FAN PAGES ON CONSUMER BUYING INTENTIONS: ASSESSING THE EFFECT OF 'LIKE' BEHAVIOR"

The rapid proliferation of social networking sites has transformed the landscape of online commerce, offering consumers a platform for convenient and immediate product purchases at favorable prices. In this digital era, consumers harness the advantages of online shopping, enabling them to save time, compare products across different brands, and capitalize on discounts strategically promoted by merchants. Concurrently, companies recognize the pivotal role of social networking as an indispensable channel to seize business opportunities and enhance sales (Ba, 2001; Balasubramanian & Mahajan, 2001; Lu, Zhao et al., 2010; Yadav, de Valck et al., 2013; Hajli, 2015; Can & Kaya, 2016; Hajli, Sims et al., 2017). Furthermore, the ascendancy of mobile platforms in e-commerce revenue underscores the prominence of mobile social networking sites as a primary business conduit. Consumers' engagement in online shopping behavior reveals their reliance on online advertisements as a critical source for product discovery. Additionally, social networking sites continue to exert a profound influence on shaping consumers' perceptions of products. The prevailing consumer belief that online prices are more competitive than those in physical stores prompts companies to establish a robust presence on social networking sites through fan pages, facilitating the promotion and sale of products. Thus, social networking business has emerged as the preeminent model for companies in this evolving digital landscape.