Title page for etd-0624116-140335


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URN etd-0624116-140335
Author Yu-Ching Lin
Author's Email Address No Public.
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Department Institute of Marketing Communication
Year 2015
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title To win by a surprise move? The brand-posts congruent effect on Facebook fan pages
Date of Defense 2016-06-20
Page Count 155
Keyword
  • Fan page
  • congruity
  • interaction
  • product type
  • involvement
  • brand attitude
  • Abstract Since Fan page found in 2007, it has become a popular marketing techniques.
    Recently, we can see different brand Fan page posts, include directly related to the
    brand, or not related to the brand. However, there have not been studies to investigate
    the impacts of congruity of brand posts. Therefore, the study aims to examine whether
    post congruity effects customers’ behaviors and attitude. A 4 (Congruity posts) x 2
    (Product types) factorial experiment was conducted and a total of 540 Facebook users
    participated. The results indicate that different strategy should be taken for different
    product types while posting status on facebook fanpage. Experience goods with high
    congruity posts, as well as credence with medium and low congruity posts, will
    positively influence consumers’’ intention of interaction. This study also indicates that
    higher interaction will have a positive influence towards brand attitude
    Advisory Committee
  • Ting-Ping Liang - chair
  • Hsuan-Yi Chou - co-chair
  • Shao-Jung Wang - advisor
  • Files
  • etd-0624116-140335.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2016-07-27

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