Predictors of Facebook fan page engagement and consumer-based brand equity
碩士 === 國立中興大學 === 科技管理研究所 === 106 === The purpose of this paper is to examine how various characteristics of brand posts influence online engagement and consumer-based brand equity (CBBE) metrics through Facebook fan page. Three hundred and ninety-seven valid samples data were collected through a sc...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2018
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| Online Access: | http://ndltd.ncl.edu.tw/handle/358222 |