Due to the fast-growing social networks and the Internet, more marketing campaigns switch their focus to social media to boost Internet consumers’ purchasing willingness. Facebook with more than 2 billion monthly users has become the leading brand of social media. Thus, social media marketing has become an essential component of brand marketing, businesses and big brands set up Facebook communities to communicate with their customers. These changes and trends indicate the flexibility and infinite business opportunities for social media marketing. In this thesis, how the Internet interaction of social media marketing and argument quality affect consumer behaviors is hypothesized and analyzed with different theories. In addition, a survey with 390 conclusive questionnaires was conducted to test the proposed hypotheses. After analyzing and testing the collected data, the results show positive impacts of the Internet interaction and argument quality on the customer satisfaction of a Facebook brand community and further determine the purchase intention. Finally, according to the results of this study, practical suggestions for social media marketing are given to businesses and brands that intend to promote themselves by setting up a Facebook community.
