| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 102 === Under the influences of new media, transmitting information has become easy and diverse. People have become used to receiving new information through internet and manage social relationships at the same time. Today, the most successful online social networking service, Facebook, attracts many different companies to create fan pages and hoping to have more involvement in order to connect their brands with their consumers. Consequently, Facebook became a great tool for small brands that don’t have much budget to manage branding.
This study uses two cafes which fit the definition of small brands as its research subject, to investigate from owners and consumer’s perspectives and get a clear understanding of the interactions between consumers and their brands. Researcher interviewed two small brand cafe owners and 9 fans from their Facebook page. A total of 11 people were interviewed for this study to explore the owners’ branding concepts on Facebook, how they interact with fans and whether there’s enough social capital developed on fan pages to influence its branding.
Study shows that small brands are rather careful about the propaganda structure on their Facebook fan pages. They would always try to show its brand spirit by filtering and focusing on what messages should be delivered on a daily basis. During the interviews it is obvious that a certain amount of social capital is successfully developed on their Facebook fan pages, which influenced the perspectives of fans toward their brands. Fans also expressed that they have more concern and trust for these brands compared to other chained or bigger brands. Even though reciprocity was not significant on their Facebook fan pages, but most aspects were well developed. With this result, it is believed that there will be a proper business model on Facebook in the near future. Hope this study will enable small brands to understand how consumers interact with brands on Facebook fan pages, and will be a reference for follow-up studies of similar issues.
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