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Youthful Users' Participation in Fac...

Xie, Quan.

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Youthful Users' Participation in Facebook Brand Communities: Motivations, Activities, and Outcomes.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Youthful Users' Participation in Facebook Brand Communities: Motivations, Activities, and Outcomes./
作者:	Xie, Quan.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2015,
面頁冊數:	250 p.
附註:	Source: Dissertation Abstracts International, Volume: 78-10(E), Section: A.
Contained By:	Dissertation Abstracts International78-10A(E).
標題:	Communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10610272
ISBN:	9781369839982

Youthful Users' Participation in Facebook Brand Communities: Motivations, Activities, and Outcomes.
Xie, Quan.

Youthful Users' Participation in Facebook Brand Communities: Motivations, Activities, and Outcomes. - Ann Arbor : ProQuest Dissertations & Theses, 2015 - 250 p.

Source: Dissertation Abstracts International, Volume: 78-10(E), Section: A.

Thesis (Ph.D.)--Ohio University, 2015.

The current study examines Facebook users' motivations, activities, and outcomes for their participation/engagement on Facebook brand community pages with a mixed methods research design of in-depth interviews and a paper-based survey.

ISBN: 9781369839982Subjects--Topical Terms:

524709
Communication.

Youthful Users' Participation in Facebook Brand Communities: Motivations, Activities, and Outcomes.
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245 1 0 $a Youthful Users' Participation in Facebook Brand Communities: Motivations, Activities, and Outcomes.
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500 $a Source: Dissertation Abstracts International, Volume: 78-10(E), Section: A.
500 $a Adviser: Drew McDaniel.
502 $a Thesis (Ph.D.)--Ohio University, 2015.
520 $a The current study examines Facebook users' motivations, activities, and outcomes for their participation/engagement on Facebook brand community pages with a mixed methods research design of in-depth interviews and a paper-based survey.
520 $a As a result, this study found that users were not very much connected to the Facebook brand communities of which they were a part. Users tended not to consider themselves as dedicated members and generally showed a passive interest in these brand pages. They also participated inactively and did not commit heavily to these pages. In contrast, most users recognized Facebook as a suitable (or enjoyable) space for communication and social interaction with friends, but did not perceive a brand as a real "friend" on Facebook. Thus, Facebook is not a hospitable place for maintaining online brand communities because Facebook brand pages manifest a weaker form of community compared to what traditional online brand communities embody.
520 $a Nevertheless, some user engagement (or participation) still happens on Facebook brand pages. Users were found to perform four types of activities when participating: contributing to brand communities, endorsing brand communities, consuming brand posts, and consuming user posts. Additionally, users were effectively driven to participate by Socially-oriented Motivation, Brand-oriented Motivation, Self-oriented Motivation, Hedonic Motivation, Utilitarian Motivation, and Friends' Recommendation Motivation. Moreover, some significant linear relationships have been observed among users' participation motivations, activities, and outcomes, which provided a foundation for understanding their passive participation in Facebook brand communities and for optimizing Facebook marketing strategy in the future.
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