Exploring participation of fan page marketing activities by Uses and Gratification Theory
碩士 === 東吳大學 === 企業管理學系 === 101 === Business marketing is gradually changed by Facebook and the communicative approach with consumer. Many businesses provide consumer with internet marketing programs to interact with them through application for Fan page to affect participation of them. As the intens...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2013
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| Online Access: | http://ndltd.ncl.edu.tw/handle/71527342122695017399 |
| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 101 === Business marketing is gradually changed by Facebook and the communicative approach with consumer. Many businesses provide consumer with internet marketing programs to interact with them through application for Fan page to affect participation of them. As the intense competition for corporation increasingly as time goes by, it has become important Market issues for business about how to increase the intention of consumer participating in internet marketing programs of fan page. In previous study for Facebook about above issues are rarely seen or heard. The number of 270 datas collection by questionnaires and uses Smart PLS to examine the hypothesis.
Findings: Self-identity has the positive effect on the motivation.In addition motivation has the positive effects on the enjoyment. Moreover enjoyment has the positive effects on the participation. However social influences has the positive effect on the motivation and participation is incomplete. Managerial and academic implications based on these results and are suggested.
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