| Summary: | 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 scenario-based laboratory experiment to examine the impact of vividness, interactivity and content type on online engagement (liking, sharing and commenting), brand awareness, brand loyalty and perceived quality. The scenarios were designed based on the content of real posts published by brands’ Facebook fan pages.
ANOVA tests were conducted to examine the difference of online engagement among brand posts with different characteristics. Regression analysis was used to measure the impact of online engagement on CBBE metrics.
Based on the results, there were no obvious differences revealed between two brands from different industries. The results of study showed that content type of posts has significant effect on audiences’ responses on Facebook fan pages. The posts with interesting or novelty content resulted in more intention to “liking” and “sharing”. However, the posts that encourage audiences to do something for getting rewards can increase intention to “commenting”.
Furthermore, the intention to “commenting” main effect on consumer-based brand equity. Therefore, brands who want to enhance their awareness, loyalty or perceived quality can publish more posts with rewards to encourage audiences to give feedback.
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