| 摘要: | As Facebook continues to be the most popular social networking site in the world with more than a billion users, a Facebook brand page is where most enterprises can market themselves to the people and the customers that decide the success of their business. In this day and age, reach and interactions matter. It is therefore crucial to understand what draws people to a brand page on Facebook.
To determine the factors influencing Facebook users’ engagement in a brand page, a survey was conducted in November 2014 on 368 Vietnamese Facebook users, who provided information on their age, gender, education level, monthly allowance, experience with the brand, perceived image of the brand, brand attachment, and motivations to get engaged in the brand page, and level of engagement into a brand page. The preliminary results of the research show that experience with the brand, perceived image of the brand, brand attachment, and motivations had positive correlations with brand page engagement, while education level and monthly allowance indirectly affected it. Among the factors, it was found that entertaining and socializing motivations are what directly and significantly impacts brand page engagement. Based on the findings, it was concluded that brands should increase the entertainment and socializing attributes of their Facebook page in order to attract and increase interactions with their customers.
Key words: Facebook brand page engagement, brand attachment, perceived social image, brand experience, brand attachment, motivations, correlations, influence
|
