Social Media Experiment

The research investigates how companies using brand communities on Facebook influence consumers’ intention to purchase through online interactivity, responsiveness, and personalization. In an online experiment, participants viewed selected records of communication with customers from companies on Facebook pages that differed as to whether and how specifically the companies responded to their consumers.

本研究旨在探讨运用Facebook品牌社区的各类企业如何通过在线互动、响应速度及个性化策略影响消费者购买意愿。在线实验中，参与者观察了来自Facebook页面上不同企业与其客户沟通记录的精选案例，这些企业就其是否以及如何具体回应消费者存在差异。