Customer Engagement on Brand Fan Pages: An Examination of the Effects of Social Media Marketing

品牌粉絲專業的顧客參與行為：社群媒體行銷之效果驗證

林郁翔(Yu-Hsiang Lin) ； 蘇冠年(Kuan-Nien Su)

《多國籍企業管理評論》 8卷1期 (2014/03) Pp. 23-56

https://doi.org/10.3966/19955392202014030801002

摘要

社群媒體已改變企業與顧客間的互動方式，許多企業開始利用社群媒體來進行行銷以及有目的地影響顧客間的溝通。本研究之目的為探討社群媒體行銷策略對臉書粉絲團成員的網路口碑與決策之影響。本研究利用內容分析法來分析童玩節官方臉書粉絲團之513篇品牌貼文，並執行普瓦松迴歸來檢驗本研究發展之假說。結果顯示，企業提供以品牌為中心和高互動性之品牌訊息能有效提升粉絲的網路口碑行為和引起粉絲的注意；而資訊性和娛樂性之品牌訊息能有效的引起粉絲的興趣、渴望和行動。此外，粉絲的品牌情感會部分中介以品牌為中心和高互動性之品牌訊息對粉絲的網路口碑、興趣、渴望和行動之效果。

關鍵字

網路口碑 ； 社群媒體 ； 臉書

並列摘要

Social media has changed the interaction between businesses and customers. Many businesses started to utilize social media for their marketing strategy, intentionally influencing consumer-to-consumer communications. The purpose of this article is to examine the effect of social media marketing on motivating Facebook users to spread electronic word-of-mouth (eWOM) and make decisions. We used a content analysis to survey 513 posts from a Facebook fan page of Yilan International Children's Folklore & Folkgame Festivel (YICFFF) and conducted poisson regression to test our hypotheses. The findings show that businesses provide brand post characteristics of brand centrality and interactivity could enhance eWOM and attention of Facebook users; brand post characteristics of information and entertainment could enhance interest, desire and action of Facebook users. Specifically, brand sentiment partially mediates brand post characteristics of brand centrality and interactivity on the number of likes, the number of comments, attention, interest, desire and action of Facebook users. Discussions and implications for the marketer are presented at the end of the article.

並列關鍵字

electronic word-of-mouth ； social media ； AIDA ； Facebook

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