The Effects of Social Suppor and Parasocial Interaction on the Performance of Companies' Facebook Fan Pages
| Autor: | LIN,YIN-JIE, 林吟潔 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 Duing the popularity of Internet and the influence of community platforms, the Facebook Fan Pages have become one of the most popular online community；therefore, many companies utilize Facebook fan pages as an important marketing tool and media. This study, thus, attempted to explore factors that could affect fans’ loyalty towards a specific facebook fan page. This study used constructs such as social support, social satisfaction, loyalty and parasocial interaction to form a research framework. The study selected "iFit" as the research target because it is the most popular fitness facebook fan page and it has well performance in Taiwan. The study utilized convenience sampling method and finally collected 301 valid questionnaires. After using the statistics software to verify the research hypotheses, the empirical findings indicated following results：Emotional support, Socialization support, Information support all have significant and positive effects on social satisfaction；Social Satisfaction has a significant and positive effect on loyalty；parasocial interaction has a significant and positive effect on loyalty. The results could supplement the literature of social satisfaction and parasocial interaction for online community field. This study offers some empirical suggestions for companies to manage their fan pages and futher design effective marketing strategies. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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