| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 101 === The fact that net citizens spend more and more time on social network site causes these sites to hide more and more publicities, so social media marketing attracts more attention to enterprises. Among them the fan page in Facebook is a necessary method for different brands to interact with consumers, with this method brands can get more exposure through fan page. Therefore the fan page operators need to think about how to attract consumers from their countless messages on post wall as well as share regarding messages voluntarily.
This article uses two methods to discuss the influence of message content on fan page to Facebook WOM behavior. The content analysis sets enterprise official fan page as study object, and discusses whether different message contents will influence like, comments and share by collecting and analyzing posts of fan page. The experimental design discusses apart from message types, whether message attributes and advertising message involvement will also influence the WOM behaviors of Facebook users.
The results are as following: First, Message type have no significant influence on like, comment and share; Second, using multimedia messages will influence WOM behaviors of like, comment and share; Third, interactive messages have significant influence on comment numbers; Fourth, WOM behaviors will be higher when commercial messages are with high popularity and non-commercial messages with lottery draws; Fifth, advertising message involvement is higher when non-commercial messages are with lottery draws; Sixth, advertising message involvement has partial intermediation with message type, message attribute and Facebook WOM behaviors.
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