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Brand interaction on Facebook fan pa...

Kowalska, Magdalena.

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Brand interaction on Facebook fan pages: An exploratory analysis of popular television shows' engagement with fans.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Brand interaction on Facebook fan pages: An exploratory analysis of popular television shows' engagement with fans./
作者:	Kowalska, Magdalena.
面頁冊數:	47 p.
附註:	Source: Masters Abstracts International, Volume: 52-03.
Contained By:	Masters Abstracts International52-03(E).
標題:	Journalism. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1524584
ISBN:	9781303557798

Brand interaction on Facebook fan pages: An exploratory analysis of popular television shows' engagement with fans.
Kowalska, Magdalena.

Brand interaction on Facebook fan pages: An exploratory analysis of popular television shows' engagement with fans. - 47 p.

Source: Masters Abstracts International, Volume: 52-03.

Thesis (M.S.)--West Virginia University, 2013.

Social media such as Facebook have become an important part of how brands raise their attractiveness by promoting themselves using fan pages. Using social capital theory as the theoretical lens, this study used content analysis to explore interactions on four television shows' Facebook fan pages. The goal was to explore how the shows (brands) interacted with followers by examining the types of posts most used, the brands' attempts at engaging with fans, and fan interactions, among other variables. Findings indicate that the four Facebook fan pages under study did little to encourage engagement among fans, but were still successful in gaining fan interaction. The study provides insight regarding the function of fan pages as well as offers suggestions to further engage fans and attract followers in order to better promote the brands (television shows).

ISBN: 9781303557798Subjects--Topical Terms:

576107
Journalism.

Brand interaction on Facebook fan pages: An exploratory analysis of popular television shows' engagement with fans.
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