| Summary: | 碩士 === 世新大學 === 資訊傳播學研究所(含碩專班) === 104 === Along with the rapid development of Internet, social media has become platform for consumers to interact with friends and families. Social media also became an effective interactive communication channel for business promotion element. Facebook is a popular social media and a platform which is easy to operate. One of its functions – Fan Page is widely used for business promotion. Fan Page provides companies seeking opportunities to extend the scope of marketing variability and brand community.
This study investigates that to what extent the relevance between contents of consumers’ viewpoints posted on brand’s Fan Page and purchasing intension via content analysis and in-depth interview. The Fan Page of Timeless Truth Mask (TT Mask), a top selling mask of the kind through Internet was selected as object of the study. 480 posts were collected between January 1, 2013 and December 31, 2015. In addition, 9 TT Mask Facebook Fan Page members were interviewed to express their comments according to the Interviewing Outline and followed by conducting encoding in accordance of content analysis process.
The outcome of the study finds that the relevance between brand community posting frequency and the amount of brand activity are significant; Even though brand information reaches consumers via different channels, Fan Page of Facebook stands out among other community-based social media; Purchasing intension is associated with consumer demand for derivative posts and content-driven; Price of consumer goods and/or promotion activities in the posted content rose attraction of consumers.
This study concludes positives with quantitative interaction of content based posts and virtual brand community. For future studies, it suggests that further verification and expansion of consumer marketing model can be combined with the physical commercial stands and path of expanding commodity positioning.
|
|---|
