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Effect of Firms' Fan Page Strategy on User Engagement

Hamidreza Shahbaznezhad

出版	SSRN, 2015
URL	http://books.google.com.hk/books?id=Jr_6zgEACAAJ&hl=&source=gbs_api

註釋

Organisations continue to invest in fan pages on social media platforms to improve user engagement. However, less than 1% of fans actively engage with brands online (Nelson-Field et al., 2012). Though a firm fan page has become an integral part of any firm's social media strategy, we are yet to understand how firms' fan page strategies affect user engagement on social media platforms. The diversity of firms' business, user's motivation for engagement and functionalities of social media platforms have made it challenging to manage the fan pages. This research proposes a framework and outlines a content and timing strategy for firm fan pages to increase user engagement. Practice theory and uses and gratification theory are adopted to conceptualise the relationships between firm strategy and user engagement. A quantitative content analysis is designed to empirically validate the research model.