Does a Virtual like Cause Actual Liking? How following a Brand's Facebook Updates Enhances Brand Evaluations and Purchase Intention

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Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love (2019, background): “Liking a brand page on Facebook can be considered a first step towards consumer engagement, and previous research has suggested that there is a causal effect of liking the brand on Facebook on brand evaluations (Beukeboom et al., 2015).”
Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity (2018, background): “Unlike previous research (e.g., Chang et al., 2013; Beukeboom et al., 2015; Chu and Sung, 2015) that establishes causal effects, this study identifies a correlation between these constructs.”
Customers' need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites (2020, unknown): “Perceived similarity amongst members of an online community brand promotes positive emotions and feelings (Biel and Bridgewater, 1990), and results in a higher level of liking within the SNSs (Kim, Lee, and Hiemstra, 2004; Beukeboom, Kerkhof, and de Vries, 2015).”
Using Message Strategy to Drive Consumer Behavioral Engagement on Social Media (2018, background): “Consumers take these actions because they find the specific brand posts intrinsically stimulating or because of a feeling of deeper connection to the brand (Beukeboom et al., 2015; Wallace et al., 2014).”