| Summary: | 碩士 === 國立中央大學 === 企業管理學系 === 106 === The posts of the fan page are one of the fastest ways for customers to gain product/service information. According to past research, frequency, type and content of the fan page posts can affect customer’s expenditure behavior towards the brand. However, the literature about retailers’ fan page management is scant. Therefore, this research aims to apply different approaches to investigate top retailers' fan pages. The research objectives are summarized into following three points. First, how the companies manage their fan pages was examined by various visual analytics. Second, fans’ feedbacks of the posts were further analyzed. Third, the analysis results of the fan pages between different companies were compared. Python was used to collect all the posts and comments for 2015, 2016 and 2017 of the top 5 U.S. retailers' fan pages. Post descriptive statistics and emotional reactions for three years were analyzed. With sentiment analysis tool, what customer thought on Facebook fan page were explored. Finally, we analyzed the posts that have the most likes and positive comments. Therefore, customers’ favorite posts were further scrutinized. The research results indicate that most of the posts were appeared in December and during the afternoon period. The photo posts generally gained more reactions and like numbers than other types of posts. Meanwhile, Walmart, Kroger and Amazon had better performance in the number of positive comments than the other retailers. Kroger and Amazon have the least numbers of negative comments. The methods proposed in this research may be used by firms from every industries to promote their fan pages.
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