| Summary: | 碩士 === 國立臺灣科技大學 === 資訊管理系 === 106 === This research explores the management and fan growth of brand Facebook Fan Page from the perspective of “customer maintenance” and “customer development” of customer relationship management. According to statistics, there are currently 70 million companies worlwide that create fan pages on Facebook with more than 56 million people connecting to more than one Taiwanese company(INSIDE.com.tw, 2017), showing that managing fan page is already a known technique for business to conduct customers, and customers are familiar with the interaction as well. Past research has proved the value of fans to a brand, so the fan growth rate is an important key indicator of the fan page managers. However, what content should a fan page owner post to maintain existing fans? What kind of community mechanism should be used to develop new fans? In this study, we observe 211 brand Facebook fan pages in Taiwan and collect their data for three months. A total of 9,274 brand posts and their public operating statistics were collected. This research apply text mining method to extract post features and use SPSS as a regression analysis tool to explore management and performance of the brand fan page.
This study found that the number of positive posts and the number of interactive posts have positive correlation with the fan growth rate in the perspecitve of “customer maintenance”. However, the number of informational posts and the number of negative posts have no correlation with the fan growth rate. Perhaps it’s because information nowadays is easy to retrieve, consumers tend to look for a more neutral platform to get the information they want in terms of brand or product informaiton, besides, sometimes negative emotions can make brand ads more engaging, so as a result, these factors might diminish the negatvie effects on the fan growth rate. In the perspective of “customer development”, online word of mouth(eWOM) contributed by both weak and strong social tie demonstrate positive correlation with fan growth rate. The findings suggest that brands should utilize Facebook social mechanisms to create information spread, and the fan page managers should approach post content with a more customer-oriented, interactive and positive way to highlight the uniqueness and irreplaceability of a fan page.
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