| Summary: | 碩士 === 國立雲林科技大學 === 資訊管理系 === 105 === In the era of social media, social media is changing the way people interact with each other, and will be increasingly significant for branding, business and marketing. People can use online resources and platforms to share content, such as articles, photos, videos, images, ideas, insights and news. Social media speeds up changing the way that people receive information and access to sources, even the values. As the community's influence is bullish, opinion leaders in the online community environment lead to the interpretation and value orientation of the current social or hot issues. Therefore, this research explores that how opinion leaders to attract and influence people's perceptions and the use of information, and also people are willing to participate in a brand, even loyal to the brand in Facebook. Facebook users are research objects in this study, and investigating User Brand Engagement and Loyalty from the Perspective of Information Adoption Model. The data analyzed through SPSS and Amos statistical analysis tools.
The result showed that (1) Post Popularity and Post Attractiveness are key antecedents of Source Credibility.(2) Among Argument quality, Information Credibility, and Information Usefulness has a strong causal relationship.(3) Central route is better than the peripheral route that has the deeper impact and better results on the Information useful degree of awareness for the recipient.(4) Higher the usefulness of information will help enhance the brand loyalty of fan pages.(5) The relationship between Information Usefulness and Brand Loyalty, after putting in Customer Brand Engagement, then compare to the original relationship between Information Usefulness and Brand Loyalty, with the better results. Finally, the conclusions of this study provided brand manager operations, interactions, marketing and promotion of loyalty strategies.
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