| dc.description.abstract | Facebook fan pages are an important channel for message exposure and customer interactions. It has been reported that Facebook fans tend to passively receive messages on a fan page rather than actively search for messages. Therefore, it is important for managers to use suitable message strategies to strengthen customer loyalty. This study employed a content analysis of the message strategies used between 2016/4/1 and 2017/9/30 by MorningShop and TVBS56.health, two of the most popular Facebook fan pages in Taiwan. An online questionnaire was issued, through which 117 valid responses were collected between 2017/5/26 and 2017/6/9. The main purpose was to determine the (1) message strategies and (2) vocabulary in the message strategies used in the fan pages to increase the number of people viewing the page. The results revealed the following. First, the most common message strategy for MorningShop was “Emotional Appeal,” which obtained the most likes and shares, while “Interactivity” received the most comments. For TVBS56.health, it was “Information Search,” which obtained the most likes, comments, and shares. However, it is to be noted that “Direct calls to purchase” was among the top three strategies for both pages. Second, “On sale” and “Delicious” were the most influential words for the MorningShop fans, which are emotional and cognitive vocabulary words. Finally, it was seen that “Company brand name,” “Animation,” “Interactivity,” and “Information Search” with emotional vocabulary words and the number of comments had a positive correlation (p < 0.05); however, “User Image” and the number of comments had a negative correlation (p < 0.05). The main contributions of this research are to help managers use the right message strategies to reach fans, enhance their loyalty to the fan page, and increase the exposure of the fans’ interactions to attract more fans. | en_US |