The Impact of Content Strategy Types on Social Customer Engagement Experience:The Moderating Role of Parasocial Interaction and Consumer Empowerment

• Main Authors: Ting-Wei Chen, 陳亭瑋
• Other Authors: Ching-Jui Keng
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/27wf92

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 105 === Along with the internet began to development, and social networking sites began to flourish, brand enterprises not only earn the new strategies on their multifaceted business but provide information and meet customers social need by joining to the brand communities. To be in the experiential economic era, enterprises will have no choice but to apply customer experience to brand communities. In order to bridge the gap, this study will conduct an experiment to explore the relationship between content strategy types and social customer engagement experience (SCEE）in the Facebook. In addition to obtain a comprehensive research, this study brings parasocial interaction (high/low) and consumer empowerment (high/low) as moderator to observe whether the customers have different sense of social customer engagement experience in the different degrees of parasocial interaction situations and different degrees of consumer empowerment. The result provides evidence that different types of content strategy in the Facebook will generate different sense of social customer engagement experience. And the result also shows that there are the indirect effects for two moderators between ontent strategy and social customer engagement experience(SCEE）in the Facebook.