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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.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Brand interaction on Facebook fan pages: An exploratory analysis of popular television shows' engagement with fans./
Author:	Kowalska, Magdalena.
Description:	47 p.
Notes:	Source: Masters Abstracts International, Volume: 52-03.
Contained By:	Masters Abstracts International52-03(E).
Subject:	Journalism. -
Online resource:	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.
LDR:01789nam a2200301 4500 001 1960378
005 20140616133305.5
008 150210s2013 ||||||||||||||||| ||eng d
020 $a 9781303557798
035 $a (MiAaPQ)AAI1524584
035 $a AAI1524584
040 $a MiAaPQ $c MiAaPQ
100 1 $a Kowalska, Magdalena. $3 2096021
245 1 0 $a Brand interaction on Facebook fan pages: An exploratory analysis of popular television shows' engagement with fans.
300 $a 47 p.
500 $a Source: Masters Abstracts International, Volume: 52-03.
500 $a Adviser: Rita F. Colistra.
502 $a Thesis (M.S.)--West Virginia University, 2013.
520 $a 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).
590 $a School code: 0256.
650 4 $a Journalism. $3 576107
650 4 $a Web Studies. $3 1026830
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Multimedia Communications. $3 1057801
690 $a 0391
690 $a 0646
690 $a 0338
690 $a 0558
710 2 $a West Virginia University. $b Journalism. $3 2094489
773 0 $t Masters Abstracts International $g 52-03(E).
790 $a 0256
791 $a M.S.
792 $a 2013
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1524584