| Abstract |
Intel, a non-consumer goods manufacturer, actually operates facebook and work hard to communicate with the general consumers recently. As a non-consumer goods manufacturer, what kinds of messages should be released in fan page, and how to maintain the fan page are important issues. The purposes of this study include "Exam the management strategy of Intel Taiwan facebook fan page and the performance of Intel Taiwan facebook fan page ", "Understand how does the management strategy of Intel Taiwan facebook fan page influence facebook users’preferences to the facebook fan page "and "Learn about the facebook advertising effectiveness of brand preferences, brand awareness, brand association and consumer purchase intention. "This research investigates facebook users who is in 18-34 age and understands Intel Taiwan fan page the near 3 months posts. In addition, the study conducted the survey by internet questionnaire and acquired 297 valid samples.
The main results of the research are as follows:
1. The types and the content of messages do not affect facebook users’ preference to fan page. But fan page users of different motivations have different degrees of preferences to specific types and the content of messages.
2. The advertising and communicating messages can raise the brand awareness, have positive impacts on brand preference, and increase the potential fans’ purchase intention. But users’ brand association between brand and product is weak.
3. “Give-away”, ”new product and technology”, and “activity announcements” are top three important messages in Intel Taiwan fan page , Intel should pay attention to the maintenance and management of the project. |
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