Littérature scientifique sur le sujet « Corporate Facebook Pages »

Purpose Business use of social media is increasing rapidly as marketers aim to increase customer brand engagement (CBE) in brand communities to enhance the brand experience. However, use of social media for marketing communications is not well understood. This study aims to examine manager and user views of CBE and effects of perceived social presence (PSP) on CBE in a corporate Facebook environment. Design/methodology/approach Qualitative in-depth interviews are conducted with 18 users of corporate Facebook – i.e. those who visit corporate Facebook regularly – and four marketing managers whose companies operate Facebook pages. The industry is smart-information technology devices, and the cultural context is Thailand. Findings Corporate Facebook sites with high SP functions foster customer engagement on cognitive, emotional and behavioral levels. PSP enhances product knowledge and encourages return page visits. Thus, CBE and PSP build brand trust and loyalty. However, managers may need to focus more on the nature of the brand community beyond the corporate Facebook page. Practical implications Companies that enrich their corporate Facebook with SP features can encourage CBE. Consumers feel more informed about the brand and therefore feel more positively about it, which enhances the brand experience and brand trust. This holds even for lurkers who do not behaviorally engage on the Facebook page much, but who are active in the broader brand community. Originality/value This paper studies the relationship between PSP and CBE in a corporate Facebook environment, providing insights into how PSP influences CBE, which can enhance the customer’s brand experience and contribute to brand perceptions.

The purpose of this paper is to study how companies communicate their corporate social responsibility (CSR) practices on their Facebook pages, and it also investigates the impact of this content type on consumer engagement behaviours. Based on content analysis of the biggest twenty corporate Facebook pages in Egypt, it was found that these companies focus on non-CSR posts more than CSR posts. However, the findings showed that the CSR posts received the highest number of likes, comments and shares if compared to other content types. This article provides social media managers with some guidelines for effective posting strategies when adopting Facebook marketing. Specifically, it recommends that corporations use this social network to communicate CSR practices to consumers. Since the adoption of Facebook in CSR activities by many corporations is a relatively new practice, this article provides practitioners with some guidelines to follow.

Purpose The purpose of this paper is to explore the channels companies use to communicate their corporate social responsibility (CSR) messages and to test the effectiveness of those channels – specifically, press releases, corporate websites, CSR reports, corporate Facebook pages, and TV advertising – on forming companies’ CSR reputations. Design/methodology/approach The two primary methods used in this study were secondary analysis of existing data and content analysis. The study sample was the 101 companies in the Reputation Institute’s 2014 CSR ranking of the 100 most highly regarded companies (two companies were tied) across 15 countries. Findings Corporate websites and CSR reports were the most common channels for CSR communications, but press releases – through their impact on news articles – and general corporate Facebook pages were the only effective channels in forming CSR reputation. Originality/value This study provides empirical evidence of the effectiveness of various CSR communication channels; it not only focuses on CSR reputation, a specific aspect of corporate reputation which has not been studied in this context before, but also examines several different channels simultaneously, in contrast to previous studies which have only investigated one or two channels at a time.

Purpose The purpose of this paper is to examine whether corporate social media information helps improve analysts’ forecast accuracy. Design/methodology/approach This study uses hand-collected information on S&P 500 firms’ official Facebook pages and uses posts and reactions to such posts to measure corporate Facebook information. Multivariate regression models are estimated to test the relationship between analysts’ forecast accuracy and corporate Facebook information. Findings The results indicate that analysts forecast accuracy is unresponsive to posts. However, analyst forecast errors are decreasing in reactions to posts. These findings are robust to the inclusion of control variables, firm and time fixed effects, and alternative specifications of forecast errors and different pre-forecast time windows. Research limitations/implications This study has some limitations. It focuses only on the S&P 500 firms, which are large and generally provide better information to the market. The sample period coincides with the early period of the corporate Facebook culture. However, more recent data sets are likely to provide stronger results. Practical implications The findings of this study provide support for “information generation” role of social media and show that reactions to corporate Facebook posts are the new and unique information generated from corporate social media activities, which help information intermediaries in improving their forecasting accuracy. Originality/value This study makes an important contribution to the literature by separating the information dissemination role of social media from information generation role and establishes the first evidence on how corporate social media information affects forecast accuracy of financial analysts.

Purpose The present study examines relationship building of major players in fashion retailing through social media. Using the theories of word-of-mouth marketing and brand community as theoretical frameworks, this paper analyses the impact of social media marketing in creating brand community. To that end, the use of the popular networking site Facebook was studied. The purpose of this paper is to analyze the extent and main purposes of the usage of this communication channel and to examine companies’ activity on their Facebook pages as well as to observe their audiences and the effect in their audiences’ engagement. Additionally, this paper analyses the main type of content and the most commonly used type of media. Design/methodology/approach Research was based on a content analysis performed on 2,326 Facebook posts; a sample of 46 international leading companies in the fashion industry was analyzed in the time period between March 1 and May 31, 2015. Findings Facebook audience is positively related to retailer’s size. However, audiences in this sector are not related to the level of activity of the retailers’ Facebook pages. Audience engagement and participation in fashion retailer’s Facebook sites is higher in small retailers. The main content of the Facebook pages of top fashion retailers is marketing, photo albums and videos being the most popular drivers of this means. Originality/value No previous research analyzed fashion retailers use of Facebook sites. This study examines the variables size and engagement of fashion retailers’ audience on Facebook according to retailers’ size and activity on their corporate profiles.

The purpose of the current study is to examine factors affecting corporate image driven by social networking fan pages on Facebook. Under the modified elaboration likelihood model (ELM), we answer how fan page contributor post quality (FPQ) and source credibility (FPC) influence fan page post informativeness (FPI) and in turn, impact corporate image. We tested the hypotheses by analyzing survey responses using a covariance-based SEM method from 178 respondents who follow at least one company fan page on Facebook. The findings reveal that FPQ and FPC play a salient role in explaining FPI, which, in turn, impacts the corporate image. Our results show that uncertainty about products or services posted on a fan page significantly moderates the relationships among FPQ, FPC, and FPI. Implications and limitations are discussed.

2016 - 2017
The thesis aims to develop and implement an operational model to identify, assess and improve the requirements of CSR communication and, consequently, increase legitimacy on Corporate Facebook Pages. The study is divided in two sections, the first one dedicated to the analysis of literature review on the subject (Fukukawa & Moon, 2004; Waters et al., 2009; Parker et.al 2010; Gomez & Chalmeta, 2011; Siano et al., 2016); the second one, dedicated to methodology and the empirical analysis. The theoretical premise of research is based on the identification of a gap, both in the academic and managerial field, concerning the identification and use of effective feedback and evaluation tools to be applied to “CSR communication” in digital environments, in order to analyze this phenomenon in a more global and comprehensive way. In this regard, the proposed model aims to offer a unitary, organic and integrated vision of the main requirements that characterize online CSR communication. From a methodological point of view, the model has been developed both on the basis of the literature review in the field of legitimacy (Vaara, E., & Tienar, J., 2008; Reast, Maon, Lindgreen & Vanhamme, 2013), stakeholder engagement (Dobele, Westberg, Steel, Flowers, 2014), social media communication (Carrington et al., 2005; Di Bari, Riccardo, 2010; Bonsón & Ratkai, 2013), sustainability and CSR communication (information and involvement strategies) (Siebert, 2011; Adomßent & Godemann, 2011; Dade & Hassenzahl, 2013, Morsing & Schultz, 2006; Colleoni, 3 2013), and from the analysis of the corporate facebook pages of the organizations classified by the Reputation Institute in the “Global CSR RepTrak 2015”. To test the feasibility of the model, a pilot study on Corporate Facebook Pages of the companies classified by the Dow Jones Sustainability World Index (DJSWI) 2015, over a period of six months, is carried out. The pilot study involves the use of different tools and analysis techniques according to a mixed methods approach: Facebook developers tools for the automatic extraction of posts, Likealyzer and the software NooJ (Natural Language Processing environment) in order to implement an automated content analysis (Silberztein, 2003, 2015; Elia, Vietri, Postiglione, Monteleone, & Marano, 2010). The research brings out the construction of an operational model enables to evaluate the requirements of the CSR communication on the corporate FB pages, providing a score to the individual companies and an industry-ranking. The results of the pilot study highlight that the organizations communicate CSR on their Corporate Facebook pages still marginally, since the leadership in terms of content appear focused on marketing or product communication. In addition, the companies analyzed tend to adopt information strategies in a greater way than involvement strategies. Therefore, emerges the tendency of companies to adopt a "one-way" communication approach in which the organization internally defines its "CSR agenda". The study offers interesting insights from a theoretical and managerial point of view. From the managerial point of view the model provides digital communication consultants with an operational tool that is useful to improve the CSR communication on corporate FB pages identifying corrective actions in the “weak” areas. On a theoretical level, the thesis is part of a new field of research on CSR communication (Godemann, Michelsen, 2011). In fact studies and research concerning the assessment and improvement of critical factors of CSR communication on the social networks sites (Lundquist, 2014, Bonsón & Ratkai, 2013) are not much developed in literature to date. The work also contributes to enrich the debate on the different CSR strategies within stakeholder management, focusing attention on the fact that CSR communication can be considered as a legitimization strategy that can be adopted by companies. Starting from the legitimacy and stakeholders theories, the study identifies CSR communication strategies aimed at stakeholder engagement as the result of both "information" and "involvement" strategies. The model does not pretend to be exhaustive as it focuses on a limited number of factors, without considering the information only visible to the facebook page's Administrators. Moreover, the proposed model presents the inherent limitations of content analysis (Beattie, McInnes, & Fearnley, 2004). Future research are auspicable in order to test the effectiveness of the model on a large-scale. Moreover It would be interesting to check the possibility of applying the proposed tool to other digital environements, such as Twitter and Google +. [edited by author]
XVI n.s.

碩士
國立中興大學
科技管理研究所
103
Nowadays, social media marketing is becoming increasingly important issue for companies to gain website traffics or attention from their consumers. The main purpose of applying social media in marketing is to use it as a communications tool that makes the companies and their products accessible to the target consumers and potential consumers. However, most companies do not know how to design and manage their social media websites, resulting in poor word-of-mouth, slow sales growth, and reducing brand value. This paper develops a Kansei engineering methodology to help companies better understand how consumer perceptions on the social media website influence consumer intension. The questionnaire is designed based on Kansei words collected from different sources and the concept of experiential marketing is used to define the properties of fan pages. Exploratory factor analysis is used to reduce the number of perception variables and then PLS is applied to determine important perception variables that have impacts on consumers’ behavioral intention of using company’s fan pages. In addition, Kano model is also employed to classify perception variables, providing more information to understand consumer behavioral intention. The contribution of this research is to help firms better understand significant impacts of consumer perception for company fan pages on their website. The firm can apply the developed methodology to improve their fan page design and management, leading to better consumer experience, higher conversion rate, and increased brand recognition.

碩士
國立政治大學
傳播學院傳播碩士學位學程
104
The rise of social media has changed the way people interact with each other and have also changed the corporate communication strategies of organizations. More and more companies are trying to get consumers engaged in online discussions by including social media like Facebook and Twitter in their communication strategy to enhance corporate reputation. Corporate Facebook Pages, a new feature introduced by Facebook in 2007, has emerged as a popular marketing vehicle for many companies and is regarded as the function with the highest commercial potential. Many food service businesses begin to utilize social media to communicate with consumers who are willing to engage online and provide opinions and suggestions about their performance. However, the research on corporate reputation management on social media context has been limited. A crucial question that has not been studied extensively is how the content generated by companies and consumers affect a company’s corporate reputation. An experimental design has been employed. Following the warranting principle and herd behavior theory, the results of this study show that official information (company-generated content) and consumer reviews (consumer-generated content) on restaurant Corporate Facebook Pages have different effects on corporate reputation. Moreover, it is found that the popularity of content affects the effect of the source of content on corporate reputation. Corporate reputation management strategies used on corporate Facebook Pages are identified, in order to gain an understanding of the specific features of reputation management in the social media context.

碩士
國立臺灣科技大學
企業管理系
103
In the current Social media gradually becomes one of the main channels for consumers to search for product and service information, particularly Facebook. We see that enterprises and brands have already setup fan pages on the Facebook as the channel to communicate with the public. Therefore, this research studies a number of factors which affect consumer communication effectiveness through collecting fan pages’ messages, including virtual spokespersons versus real spokespersons, message content type of interest, etc. A total of 1128 messages were collected from the fan pages of 2 different Taiwan telecom service providers. Analysis was conducted through the Count command of the STATA regression model. The results show that there are large differences in using virtual spokespersons and using real spokespersons for consumer communication. Regarding message content type of interest, we have compared 4 types of message contents and 3 types of responses. It is found that the enjoyment type of interest has the best communication effect. These research results will be useful to researchers and enterprises for investigation and correction in the future. The results will also help enterprises plan and design their messages on the fan pages with the targets to achieve higher effectiveness of communication.

碩士
國立彰化師範大學
資訊管理學系所
99
In recent years, many people are engaged in social network. For this reason, there are various corporations that are marketing their products or services over Facebook using a fan page. They believe fan page can create powerful impact on the market. This study aims to find out what factors will influence customer and user satisfaction via the information system success model, and behavior intentions and overall corporate equity will be affected by satisfaction. In this study, the theoretical model is validated through an online survey of 296 users of Facebook fan page and used PLS to process structural equation modeling analysis. The results show that platform (Facebook) system quality and platform (Facebook) service quality have no significant impact on user satisfaction, and customer satisfaction with the corporation mediates the effect of customer satisfaction with Facebook fan page on purchase intention. These findings could provide some reference to corporation that they can manage fan page more effective.

The European airport industry has experienced an extensive transformation over the last decade. Air traffic liberalization, airport privatization, and corporatization required airports to become more commercially focused. In response to competitive pressure to attract airlines and passengers, airports needed to take a genuine customer-centric approach to airport service quality. The advent of public Social Software Platforms (SSP), such as the online social network Facebook, provided airports with the opportunity to build a relationship with their passengers and leverage rich knowledge about passenger needs and requirements. The purpose of the chapter is to propose and test a theoretical framework on how the motivation of passengers to volunteer information on the corporate Facebook pages of airports can be increased. The framework draws on the “need-satisfier” approach of economist Max-Neef and insights from self-determination theory. Self-determination theory considers the satisfaction of socio-psychological human needs as motivator of behavior. Finally, the chapter suggests success factors for harnessing the Relationship Marketing potential of SSP.

In the old consumerism paradigm there has been a clear cut distinction between business organizations (producers) and customers (consumers). The advent of Social Software Platforms (SSP), such as online social networks, is destabilizing this duality. SSP provide business organizations with the infrastructure to extend beyond organizational boundaries and establish network ties with their customers with the purpose to include the customer in the value creation process. The chapter reports on the findings of a mixed-methods study. The study describes how major German airports profit economically from online consumerism, i.e. collaborative conversation with passengers, while focusing on the SSP Facebook. The second purpose of the chapter is to model and test the relationship between socio-psychological human need satisfaction of passengers and their engagement level on the corporate Facebook pages of airports. Finally, the chapter offers recommendations for airport managers how to further foster passenger engagement on SSP and embrace online consumerism for economic benefit.