| Summary: | 碩士 === 國立高雄大學 === 國際高階經營管理碩士在職專班(IEMBA) === 100 === In the recent years the Facebook users are rapid growing and the fans page of the Facebook has become the popular corporate marketing platform. In the marketing platform the fans page provides a well system to the end-user, but how to attract consumers to join is the important step for the fans page owner. This study investigates the consumers’ motivations to join clothing fans page on Facebook. As results showed, the main motive is the brand and information’s obtains on the fans page and they are the social, instrumental and entertainment. In the quantitative survey study, as the top three results for fans participation to join in fans page are rated 1) The brand motivation. 2) Instrumental motivation. 3) Information obtained motivation. In the qualitative interviews, this study summarize into three topics. 1) The consumer motivation to join the clothing shop fans page. 2) The factors of the brand management. 3) Garments maker/industry need to pay attention to brand management. In this study is to provide useful information to the consumers’ motivations to the clothing shop and give the clothing shop a good start-up to create the fans page in Facebook.
|
|---|
