| Summary: | 碩士 === 嶺東科技大學 === 資訊管理系碩士班 === 106 === In order to promote the relationship between brands and customers, mobile phone brands in Taiwan have created their own Facebook fan page to manage the interactions with their customers. However, due to different marketing and management strategies, the effects on customer brand engagement are totally different.
Based on social identification and narcissism, this study proposed that social media users with different levels of social identification and narcissism will demonstrate different behaviors on the Facebook fan page, namely customer participation behavior and customer citizenship behavior, and that these behaviors will affect their brand engagement indirectly. Customer participation behavior includes information seeking, information sharing, responsible behavior, and personal interaction, whereas customer citizenship behavior comprises feedback, advocacy, helping, and tolerance.
The subjects are social media users of the top 10 mobile phone brands in Taiwan, and they have joined the Facebook fan page of the mobile phone brand. Online questionnaire was open during the period between March and May in 2018. According to the analysis based on 328 records, the results shows that social identification have positive effects on information seeking, information sharing, feedback, and advocacy, whereas narcissism have positive effects on advocacy and tolerance. Besides, both customer participation behavior and customer citizenship behavior have proved to increase customer brand engagement.
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