Investigating Different Types of Global Brands Facebook Page toward Attitude toward the Sites Intention to Participate and Participation Behavior: An Experimental Study of Facebook Users in Thailand

  • 鄒 雅靜

Student thesis: Master's Thesis


This experimental study focused on the main effect of different types of Facebook brand pages and number of people talking about this on Thai Facebook users’ attitude toward the sites intention to participate and participation behavior in three industries including food and beverages industry personal care product industry and sport industry The experiment was conducted on Facebook and respondents are all Thai Facebook users Questionnaires were conduct online using Thai language The researcher selected 13 different brands from three types of Facebook pages in three industries to use in this experimental study ANOVA and others analysis methods were employed to test the proposed model Findings show that types of Facebook brand pages have significant impact on attitude toward the sites while number of people talking about this did not have affect on users’ attitude toward the sites Attitude toward the sites positively influence intention to participate Likewise intentions to participate also positively influence participation behavior Lastly additional findings and managerial contributions will also be discussed in the final chapter
Date of Award2014 Aug 18
Original languageEnglish
SupervisorJeng-Chung Chen (Supervisor)

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