文章基本信息

标题：MOTIVATION FOR INDIVIDUALS’ INVOLVEMENT WITH FAN PAGES
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作者：Willy Abdillah ; Willy Abdillah
期刊名称：Journal of Indonesian Economy and Business
印刷版ISSN：2085-8272
电子版ISSN：2338-5847
出版年度：2016
卷号：31
期号：2
页码：220-234
DOI：10.22146/jieb.15292
语种：English
出版社：Universitas Gadjah Mada
摘要：his research examines the empirical model of individuals’ involvement with fan pages. The research model was developed based on the social influence factors and the brand post popularity model. The research employed an online survey questionnaire. 300 samples were collected by using a purposive sampling technique, and analyzed using the Partial Least Square (PLS) method. The results showed that identification, interactivity, informational content and valence of comment were the motivating factors for the intent to become involved with fan pages. It was indicated that the brand popularity model was not the only relevant model to explain the social computing phenomenon in the context of fan pages, but social influence factors also play a part. The implications for stakeholders and further research are discussed.
关键词：Social influence factors; brand post popularity factors; intention; and involvement with fan pages