Submitted by Mateus Ferreira (mateus5588ferreira@hotmail.com) on 2014-03-28T14:18:32Z No. of bitstreams: 1 Dissertação Mateus Ferreira-2.pdf: 1895713 bytes, checksum: 2c6f04b32f26367332f9bc93b208175c (MD5) / Approved for entry into archive by PAMELA BELTRAN TONSA (pamela.tonsa@fgv.br) on 2014-03-28T14:19:57Z (GMT) No. of bitstreams: 1 Dissertação Mateus Ferreira-2.pdf: 1895713 bytes, checksum: 2c6f04b32f26367332f9bc93b208175c (MD5) / Made available in DSpace on 2014-03-28T14:20:21Z (GMT). No. of bitstreams: 1 Dissertação Mateus Ferreira-2.pdf: 1895713 bytes, checksum: 2c6f04b32f26367332f9bc93b208175c (MD5) Previous issue date: 2014-02-26 / A literatura de relacionamento do consumidor com a marca tem reconhecido a importância do ambiente virtual como ferramenta eficaz para a promoção da marca. Este espaço permitiu uma maior proximidade e estreitamento das relações com os diversos públicos das empresas ao potencializar as funções do marketing, o que levou as empresas a criarem fan pages de marca a fim de promover maior interação e incrementar o relacionamento com os stakeholders. Esta dissertação tem como objetivo verificar o impacto da força do laço e da homofilia na confiança em uma fan page de marca, e o impacto da confiança no engajamento com esta fan page. Para atender a este objetivo, a pesquisa se deu em duas etapas: uma primeira fase qualitativa e uma segunda fase quantitativa. Na primeira fase, esta pesquisa identifica a unidade de análise dos conceitos e gera itens para a mensuração da força do laço, homofilia, confiança e engajamento, por meio da revisão de literatura e nove entrevistas com seguidores de fan pages de marcas. A segunda fase verifica, por meio de uma survey com 688 seguidores de uma fan page, o impacto destes conceitos no engajamento. As entrevistas foram analisadas por meio da análise de conteúdo, enquanto que os dados da survey e a rede nomológica foram analisados pela modelagem de equações estruturais. Os resultados da primeira fase indicam que os consumidores tratam a fan page como unidade de análise dos conceitos e forneceram itens satisfatórios para a mensuração dos conceitos e suas dimensões. Já os resultados da segunda fase dão suporte a rede nomológica testada, indicando uma associação positiva da força do laço e homofilia com a confiança, e da confiança com o engajamento com fan pages de marcas. / The literature on consumer relationship with brand has recognized the importance of the virtual environment as an effective tool for brand promotion. This place allowed companies to have a greater proximity and closer relationship with different audiences to enhance the functions of marketing, which led companies to create brand fan pages to promote interaction and foster the relationship with stakeholders. This dissertation aims at determining the impact of tie strength of and homophily in trust on the brand fan page and the impact of trust in the engagement with this page. To answer this goal, the research was made in two stages: a first qualitative phase and a second quantitative phase. In the first phase, this research identifies the units of analysis and generates items to measure the strength of ties, homophily, trust and engagement by means of literature review and interviews with nine followers of brands fan pages. The second phase checks, through a survey of 688 followers of a fan page, the impact of these concepts in engagement. The interviews were analyzed with use of content analysis, while data from the survey and the nomological network were analyzed by means of structural equation modeling. The results of the first phase indicate that consumers treat the fan page as a concepts supplier and provided satisfactory items for the measurement of concepts and their dimensions. The results of the second stage support the nomological network, indicating a positive association of the strength of tie and homophily with trust, and of trust with engagement with brands fan pages.

This research tests the value of push and pull communication on Facebook in the first effort to test the validity of the Pub Principle and Social Intrusion Theory. This theory explains how audiences engage in a tug-of-war with commercial forces during mass communication and that commercial messaging is ultimately dependent upon the acceptance or rejection of its intended audience. The pub principle explains that social media is unlike traditional mass media and that the rules commercial forces must play by are different than for other mass media. Using a mixed-method approach, this research confirms the validity of this principle and theory. It finds that Facebook users spend significantly less time looking at push content like paid advertisements than at pull content like fan pages. This research also shows that audiences prefer dealing with pull content over push content on Facebook. The Pub Principle and Social Intrusion Theory are therefore supported by this research.

社群媒體是現今主流的行銷管道，而Facebook更是其中的佼佼者。許多旅遊業者也試圖透過粉絲團作為與顧客交流的媒介，但是多數並不了解怎樣的行銷策略才是適合的。 我們的研究是為了了解性別是否對於旅遊類型粉絲團的行銷有不同的偏好，並且針對不同的旅遊產品是否也會有不同的偏好。我們收集了已經利用粉絲團作為行銷管道的旅遊業者的資料進行分析並驗證我們的假設。 我們證實了，男性會偏好理性的廣告訴求並且偏好sensation-seeking的旅遊產品而女性會偏好感性的廣告訴求並且偏好sensation-avoiding的旅遊產品。並且，若粉絲團的廣告貼文能適切的搭配性別對廣告訴求及旅遊產品的偏好，粉絲團的社群績效如品牌知名度、品牌參與度以及口碑都會有所提昇。 我們的研究提供了旅遊類型粉絲團的經營準則並提供適切衡量自身經營績效的方法。 / Social media is having a major impact on marketing today, and Facebook is one of the most popular social media platforms. The growing importance of social media in the online tourism domain has also been confirmed. Many travel agencies have started to use Facebook fan pages as a marketing platform to interact with their consumers; but these agencies are still seeking the most suitable marketing strategies. Our research aims to examine whether different genders have different preferences for tourism Facebook fan page marketing information. In addition, we are interested in exploring whether that preference would be affected by different tourism products. We collected Facebook post data from a tourism agency that had already used Facebook to promote its business and reach customers in recent years, and we used those data to test our hypothesis. We confirmed that male do prefer rational appeals advertisement and sensation-seeking tourist attractions while female do prefer emotional appeals advertisement and sensation-avoiding tourist attractions. Moreover, if we fit gender preferences in advertisement appeals and tourist attractions to promote suitable tourism products, the performance on Facebook fan page, brand awareness, brand engagement and word of mouth, will be improved. Our paper is expected to be a contribution to research in this field, to be the basis for a guide for Facebook fan page managers who do not know how to manage their Facebook fan pages and to provide a suitable method for measuring the impact of Facebook fan pages.

粉絲專頁是Facebook在2007年推出，提供給Facebook用戶作為公司企業、機關組織或個人品牌經營之用。隨著Facebook成為一個巨大的社交平台，Facebook粉絲專頁也成為一個全方位的品牌社群行銷利器(Nov.2009, Inside Facebook Pages, Sysomos Ins.)。 本研究以品牌聲譽高的象徵性品牌、品牌聲譽低的象徵性品牌、品牌聲譽高的功能性品牌、以及品牌聲譽低的功能性品牌四種類別的品牌粉絲專頁為研究對象，以Oliver(1980)的期望-失驗理論為基礎，並參考Muniz 和O’Guinn(2001)的品牌社群三角模式，將品牌社群成員(粉絲)對品牌社群(品牌粉絲專頁)之期待與加入動機，分為社群成員與品牌間的「品牌互動」、以及社群成員與其他成員間的「社群互動」兩類，探討社群成員對所參加之品牌粉絲專頁的品牌互動及社群互動期待，以及參加後實際知覺績效與期待間的落差，對其社群滿意度及品牌態度造成的影響。本研究有以下重要發現： 1.社群成員並不會因為品牌聲譽高低不同，而對粉絲專頁有不同的期待；但品牌概念形象的不同會影響社群成員對粉絲專頁的期待。 2.社群成員的涉入程度有助增強其粉絲專頁滿意度對其品牌態度的正向影響。 3.四類粉絲專頁的社群成員對於粉絲專頁中品牌互動的平均期待皆高於對社群互動的平均期待。 4.品牌互動方面，社群成員加入品牌粉絲專頁的主要動機與期待集中於資訊強化和產品交易兩個構念。 5.在社群互動方面，四類粉絲專頁的社群成員皆最重視粉絲專頁內的與其他成員間的意見交換。 6.相較於象徵性品牌粉絲專頁的社群成員，功能性品牌粉絲專頁的社群成員較期待能夠透過粉絲專頁的參與，感受到身為品牌愛好者之一的歸屬感。

Submitted by Benjamin Rosenthal (benjamin.rosenthal@fgv.br) on 2014-04-07T12:41:16Z No. of bitstreams: 1 tese para depósito.pdf: 2068891 bytes, checksum: ba0ae7bd915046b5ba93e4f351e94da4 (MD5) / Approved for entry into archive by Vera Lúcia Mourão (vera.mourao@fgv.br) on 2014-04-07T16:08:50Z (GMT) No. of bitstreams: 1 tese para depósito.pdf: 2068891 bytes, checksum: ba0ae7bd915046b5ba93e4f351e94da4 (MD5) / Made available in DSpace on 2014-04-07T16:09:39Z (GMT). No. of bitstreams: 1 tese para depósito.pdf: 2068891 bytes, checksum: ba0ae7bd915046b5ba93e4f351e94da4 (MD5) Previous issue date: 2014-03-14 / In this thesis I investigate the extent to which companies can build a more communal environment out of their fan pages while also evaluating the corresponding brand value that may come from having such a communal environment. My research is comprised in three articles: in the first article, I describe how the brand image is created or augmented in the fan page environment, therefore providing demonstrable evidence of value creation. In the second article, I describe how individuals use fan page semiotic elements to communicate their identities. Finally, in the third article, I describe the possible communal characteristics of a fan page and the conditions that enable it to evolve to the virtual brand community concept. As a result, I will contribute to the marketing literature on the use of Facebook for communicating brand identity, on the co-creation of the brand image in social media context, and on the conceptual definition of fan pages as a communal environment.