The Effects of a Facebook Fan Page on Brand Commitment-Using Shampoo Products as an Example
碩士 === 國立成功大學 === 企業管理學系 === 104 === In the current Internet world, Facebook is being seen as a comprehensive social marketing tool. Using a Facebook fan page can help firms build a connection with their customers. Furthermore, a successful social network platform can use it to improve the relations...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2016
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/9p78ga |
| Summary: | 碩士 === 國立成功大學 === 企業管理學系 === 104 === In the current Internet world, Facebook is being seen as a comprehensive social marketing tool. Using a Facebook fan page can help firms build a connection with their customers. Furthermore, a successful social network platform can use it to improve the relationship between its brand and customers. The purpose of this study is to discuss whether a Facebook fan page can have an influence on user brand commitment. Through four benefits the active participation of the user are discussed, and then further discussion is provided about whether active participation can influence brand commitment and the effect of a Facebook fan page in the shampoo industry.
The results showed that social-psychology and hedonic benefits are the major reason that Facebook fan pages enhance active user participation. Moreover, this higher user participation user improves the level of brand commitment of consumers. User can get more information about products, services or even participate in virtual brand activities through a Facebook fan page. This study provides a practical method for using Facebook as a brand marketing tool and gives some suggestions for how to use a brand to improve consumer relationships.
|
|---|