The research seeks to understand the relationship between Facebook content, user engagement, and online consumers’ purchase intention of low-cost carriers (LCCs) in Taiwan. By analyzing the data of Facebook Business Manager, and distributing online surveys (N=331) among Taiwanese online consumers of LCCs, the result demonstrated a positive relationship between the content of LCCs’ Facebook Pages, the engagement with LCCs’ Facebook Pages, the reliability and image of LCCs, and the purchase intention of LCCs. Moreover, respondents who have become fans of LCCs’ Facebook Pages have more positive sentiments towards the content, more engagement, and higher purchase intention. For the ‘super fans’ who view and interact with the Pages for once or twice or more per week, they react more positively towards LCCs’ Facebook content, more engagement, and higher purchase intention. Airfare promotion is the most popular type of content that fans engage with. The research contributes to understanding the LCC’s content marketing trends in Taiwanese market and the key factors that influence purchase intention.

Chapter One: Introduction 9
1.1 Research Background 9
1.2 Research Scope 11
1.2.1 Airfare Promotions 13
1.2.2 Free Flight Tickets/Giveaways 14
1.2.3 Celebrity Endorsements 15
1.2.5 Brand-Related Content 18
1.3 Research Objectives 19
1.4 Research Questions 19

Chapter Two: Literature Review 21
2.1 Content Marketing on Social Media 21
2.2 Online Consumer Engagement 22
2.3 Purchase Intention of LCCs 22
2.4 Reliability and Image 24

Chapter Three: Research Methodology 25
3.1 Research Framework 25
3.2 Research Variables 25
3.3 Research Method 25
3.4 Hypotheses 26
3.4 Pilot Study 26
3.5 Questionnaire Design 32

Chapter Four: Research Findings 37
4.1 Demographic Features of Respondents 37
4.2 Analysis of Variables 38
4.2.1 Gender Differences 39
4.2.2 Age Differences 39
4.2.3 Differences in Education Levels 40
4.2.4 Profession Differences 41
4.2.5 Monthly Income Differences 43
4.2.6 Monthly Disposable Income Differences 44
4.2.7 Differences in Frequencies of Traveling Abroad 45
4.2.8 Differences in Frequencies of Traveling Abroad with LCCs 46
4.2.9 Differences in Traveling with LCCs 47
4.2.10 Differences in Being a Fan of LCCs’ Facebook Pages 47
4.2.11 Differences in Viewing LCCs’ Facebook Pages 48
4.2.12 Differences in Engaging with LCCs’ Facebook Pages 49
4.4 Analysis of Facebook Content 50
4.4 Hypotheses Testing 51

Chapter Five: Conclusion and Discussion 53
5.1 Discussion 53
5.2 Limitations and Suggestions for Future Research 57
5.4 Management Implications 57

References 59

Appendixes 68
Appendix 1: Questionnaire in Traditional Chinese 68
Appendix 2: Questionnaire Translation in English 73

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