The Effect of Media Message Characteristics on Customer Engagement Behavior: A Study of Retail Facebook Pages

• Main Authors: WANG,CHING-HSUAN, 王景萱
• Other Authors: LIU,HSIU-WEN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/78uru3

碩士 === 東吳大學 === 企業管理學系 === 105 === With the rise of social media, companies can through the fan page, brand content related information posted on the fan page, and interact with the fans, and posted the message content is not only simple text, as well as movies, GIF pictures , giveaway or promotional activities and questions presented in a way. In the past studies have focused on the characteristics of the message, such as message vivid, interactive entertainment and the like. Therefore, this study wanted to investigate the properties of different media messages (brand centrality and media richness), the fans were involved in customer behavior (according to like, comment and share) the influence. This study observed through retail stores can brand fan page of the Taiwan Area and record each fan page daily posting, collected a total of 1,112 last pen data, while using hierarchical regression and two-way ANOVA for hypothesis test. The findings of this study show that different media messages feature, it will certainly affect the willingness of customers to participate in acts of your fans, in particular, the message has videos and pictures appear, it will increase the involvement of the behavior of fans. Therefore, the results of this study may refer to the business of brand fan page, use media messaging features, content to play a brand of marketing effect.