The advertising effects of Facebook fan pages contents

• Main Authors: Song-shan Tsai, 蔡松杉
• Other Authors: Pin Luarn
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/65244540297819198852

碩士 === 國立臺灣科技大學 === 管理研究所 === 101 === Social media brings all kinds of innovation, which impacting our life massively. Social networking sites let users can communicate with each other, send message, even build personal network. All of these special functions let it becomes popular. Facebook is the greatest Social networking site, it not only has all kinds of basic function, but unique information sharing function, which attracting many users. One of the special functions “Fan Pages” becomes a whole new channel for enterprise to interact with users. In recent years, scholars usually focused on the beginning of users facing the fan pages such like: motives of participating, users’ intentions, and transaction costs. Fewer scholars discuss about the feeling when users see the fan pages content. It is a key point that enterprises use it to communicate with users and try to improve the brand image and purchase intention. Enterprises hope to use fan pages to get the same goal as using advertisements. So in this research we want to realize the correlation between fan pages and advertisement, to see the original advertising show up on fan pages or not. And take one step ahead to know the advertising effect. At first we use literature to make an inference try to figure out what kind of advertisement are possible to show up on fan pages. Second, we select three main fan pages to verify the advertisement category. Third,analyze the advertising effect. The results show that normal style and endorsement style are better than advertorial style on total effect and purchase intention; normal style and endorsement style are better thansocial interactive style on purchase intention. Research results can let scholars extend the study about the fan pages content and revise advertisement category of fan pages content. Not only to be a further research theme but also a material for enterprises. Enterprisescan use it and combine with their own styleto acquirebetter advertising effect.