How Should we Interpret The

Number of in FACEBOOK Fan

PagePresentor :Gigi Tang Instructor: Terasa Hsu Date:

June22, 2015

Contents

IntroductionTheoretical Background

Communication ConditionsCommunication Strategies

IntroductionAccording to the survey conducted by Facebook itself, there are 1.11 billion active Facebook users monthly that leads to practitioners striving to promote their marketing activities on such a huge marketplace with different official tools.

‘First Quarter 2013 Results’Facebook Reports (2013)

IntroductionMoreover, if people do not like the Fan Page for some reasons, they do not actually take the time to “unlike” the Fan Page unless the Page has done something outright offensive to them .

（ Garst, K. 2012)

Theoretical Background

Face-to-face is one of communication methods adopted by people to communicate with others. Goffman argued that reciprocal influences among individuals can be presented when people physically communicates with others.

（ Goffman, E.1959）

Communication Conditions

StructureClimatePower

Structure

The network structure of who is connected to whom can critically affect the extent to which a behavior diffuses across a population.

(Centola, D. 2010)

Climate

Climate is another condition that affects communication effectiveness.

(Schul, P.L., Little, T.E. & Pride, W.M. 1985)

Power

Power refers to an ability to control decision variables in the marketing strategy of another member in a given channel at a different level of distribution.

(El-Ansary, A.I. & Stern, L.W. 1972)

Hypothesis 1: Communication conditions in Fan Page affect Fan Page’s communicability.

Communication Strategies

FrequencyDirectionModalityContent

Frequency

Communication frequency refers to how many times an individual send messages to other partners .

(Rosenbloom, B. & Larsen, T. 2003)

Direction

Communication direction is defined as the way in which a message is moving forward to.

(Farace, R.V., Monge, P.R. & Russell, H.M. 1977)

Modality

Communication modality is a particular way of transferring or presenting message.

(Unnava, H.R., Burnkrant, R.E. & Erevelles, S. 1994)

Content

There are three types of content commonly presented in Facebook, such as text only, text with photo, and text with video.

Hypothesis 2: In Fan Page, the effects of communication conditions on communicability are expected to be moderated by its communication strategies.