| Summary: | 碩士 === 義守大學 === 管理碩博士班 === 104 === Facebook is currently one of the most popular social networks in the world. In Taiwan, users login more than fifteen million times per month. It reveals that Facebook is the most common media in current internet marketing. Using check-in messages to cost down and to make maximum efficiency is the biggest lesson to the marketers. In this study, we analyzed brand relationship, social cues, and purchase cost as common factors of pressing “like”, leaving messages, and advertising effectiveness. Our conclusions are as below:
1. By analyzing check-in messages, we found brand relationship has its positive crucial influence on pressing “like”, leaving messages, and advertising effectiveness.
2. Brand relationship is the most important factor for long-term customers, while purchase cost is the most important factor for the short-term customers.
3. In check-in messages, we found the influence of social cues depends on the tags or the persons mentioned in the messages, which are also consequential to purchase decisions.
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