We report the results of a longitudinal field study, conducted in cooperation with two restaurants, to examine the degree to which participating on a Facebook fan page affects customer behaviors. We assessed customers’ baseline levels of visit frequency and spending. The restaurants then set...

Many firms increasingly offer community venues to their customers to facilitate social interactions amongst them. Prior studies have shown that community participants have high engagement and loyalty toward the firm, and provide useful feedback and referrals. However, it is not clear whether...