| Summary: | 碩士 === 亞洲大學 === 經營管理學系 === 102 === Nowadays, more and more companies use social media like Facebook to attract Facebook users for their brand fan pages. In addition, electronic word-of mouth (hereafter, e WOM) can help companies diffuse their brand further. However, the scarcity of relevant study, thus the effectiveness is still unclear. This study will help not only researchers but also companies to understand the factors influence electronic Word-of-Mouth of brand fan page in Social media context. This study focus on 4 constructs: self-congruity, brand credibility, brand identification, brand commitment, that are all related to e-WOM in social media context. An online questionnaire survey was tested in Vietnam-a random 300 respondents who are members of Mua Chung fan page on Facebook. Structural equation modeling (SEM) was used to indicate a goodness-of-fit for the conceptual model. The finding of this research show that self-congruity positively influence on both brand identification and brand credibility. Then, both of brand identification and brand credibility tend to have positive influence on brand commitment. In addition, brand commitment has a positive effect on e-WOM.
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