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The influence of content type of facebook messages on the effectiveness of the message "and the moderating role of consumer brand relationship"

Rog, N.A.B. (2014) The influence of content type of facebook messages on the effectiveness of the message "and the moderating role of consumer brand relationship".

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Abstract:The communication between business and consumers is shifting to social networks online, one of these online social networks is Facebook. Facebook provides companies to create their own brand pages, from where they can send messages to consumers. There are many different ways to communicate on these brand pages. From a business perspective the question arises what content type of Facebook messages is the most effective, and does this differ between the consumers with a high consumer brand relationship, and consumers with a low consumer brand relationship. This study focused on the influence of content type of Facebook messages on the effectiveness of the messages, and how consumer brand relationship moderates this. A pre-test was conducted to see if the content of the four different messages (informational, entertainment, promotional, and social) significantly differ from each other, the conclusion from the pre-test was that the post with social content was not perceived as significantly different from the other post types. , so the social message type is left out of this study. For the main study, a questionnaire (N=191) was developed in order to measure the message effectiveness and the consumer brand relationship. The analysis of the main effects showed that there were no significant differences between the message type, and the effectiveness of the message. In other words the attitude toward the message, attitude toward brand, purchase intention, and engagement rate were not significantly different between the message informational, entertainment, and promotional messages. The results show a significant moderating effect of consumer brand relationship. For consumers with a low brand relationship the promotional, and entertainment messages lead to a higher attitude toward the message, and a higher attitude toward the brand. The consumers that have a high consumer brand relationship the informational messages lead to a higher attitude toward the message, and a higher attitude toward the brand. Consumer with a high brand relationship that are shown informational messages lead to a higher purchase intention than for the entertaining or promotional messages, they also show a higher engagement rate when the entertaining or promotional messages are displayed. The present study contributes to the understanding of different message types on Facebook brand pages: informational, entertainment, and promotional. Furthermore, this study showed a new way to measure effectiveness of messages on Facebook brand pages. Also several recommendations can be found in this study, an example is that companies should be aware of the different consumers (with a low or high consumer brand relationship) that read their Facebook messages, thus it is important to adjust the Facebook messages to the different readers.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Educational Science and Technology MSc (60023)
Link to this item:http://purl.utwente.nl/essays/65053
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