The Study of Post Preference Among Different Fan Groups on Facebook Brand Pages

• Main Authors: Po-chieh Sung, 宋柏頡
• Other Authors: Pin Luarn
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/20969321741399587894

碩士 === 國立臺灣科技大學 === 企業管理系 === 103 === Due to the rising of the social network sites, more and more entrepreneurs begin to operate it as the channel which can communicate with consumers. In Taiwan, the research in 2014 showed that there are more than 15 million active users browsing Facebook every month. It’s the highest proportion all over the world. Thus, entrepreneur actively engaged in Facebook brand pages, hoping it can enhance the chance to communicate and interact with customers. Then, they can build long-term and stable relationships. Interaction and communication both are based on “message” and “fans”. Thus, this paper focuses on the preference between different message types and different fan groups. Taking the past research architectures, we manipulate the presented way (vitality and interaction), content (informative and entertaining) and even the timing operators post. We also separate fan groups at the same time. There are four fan groups which are 18 to 24 years old male, 25 to 34 years old male, 18 to 24 years old female and 25 to 34 years old female. Based on fans’ like, comment and share behaviors, we dedicate to compare the communication effect among message types and fan groups. This study not only extends the research about Facebook message in the past, we also add the factor of fans into analysis. The result shows in message presented way, content and the timing operators post; there exists the different preference among four fan groups. For example, 18 to 24 years old female are more easily to share profitable content, and 25 to 34 years old male don’t used to like and comment any kind of message during weekend. Besides, there are still some results are unexpected from some scholars, like no matter which kind of fan group you are, the interaction in workday peak hours are more frequent than workday off-peak hours. As a result, this study provides a new reference framework of the follow-up scholars from an academic standpoint. In practice, it provides a reference to entrepreneurs that they should clarify who are the target fans first, then posting the right message to the right people.