The Influence of Facebook Content on Audience’s Engagement- A Case Study of PX Mart Facebook Page

• Main Authors: Pin-Chen Wu, 吳品臻
• Other Authors: Fang-Wu Tung
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/jv5e2j

碩士 === 國立臺灣科技大學 === 設計系 === 105 === Using Facebook Page has become the most common way for companies and brands to manage online customer relationship and marketing. Facebook community has over two billion users in 2017. As the cost of social media marketing is relatively low compared with traditional media, brands can take advantage of social media’s characteristic - strong diffusion through word-of mouth - to spread information among audiences. Although many researchers have studied on the purpose and importance of branding in social media, providing numerous way of suggestion on media marketing as well. But few have studied the perceived value of Facebook posts, with the influence of different types of content characteristics on audience engagement. PX Mart is the fastest growing retail brand in Taiwan, it has been cultivated in social media for several years, finally gaining over a million fans on its page in 2017. Its creative social media content and marketing strategies have been widely discussed, also taking Facebook users and marketers by storm, which becomes the benchmark of social media marketing among other companies in Taiwan. Besides, considering the highly interactivity and regular updates, this paper decided to choose PX Mart as the subject. The purpose of this study is: (1) to understand the impact on audience engagement in content characteristic combination, and to explore the factors of high engagemenet posts, (2) to study the influence on engaging intention through perceived value and attitudes toward brand. The result confirms that (1) vividness has positive influence on posts which are related to brand awareness; (2) interactivity has positive influence on posts which are related to weak correlation with brand and product awareness; (3) high engagement posts possess higher hedonic value and social value than low engagement posts; (4) perceived value has significant influence on willingness of engagement, and hedonic value has the greatest impact; (5) attitudes toward brand has significant influence on willingness of engagement.