Janse et al. [32] argue that the social features
of SNS make it much easier for customers to
share word of mouth among connected friends.
Studies indicate that satisfied customers are
more willing to spread positive word of mouth
[11]. In the brand page context, if satisfied
members are more loyal to the brand, they
will be more willing to share their positive
experience with others, and to recommend the
brand to their friends [13, 56].