Degree Type

Thesis

Date of Award

2018

Degree Name

Master of Science

Department

Greenlee School of Journalism and Communication

Major

Journalism and Mass Communication

First Advisor

Su Jung Kim

Abstract

This study examined the influence of different message strategies (direct vs. indirect) on user responses (Like, Comment, Share) between high-involvement and low-involvement brands. A total of 714 Facebook messages posted by four brands were analyzed. The results showed that: (1) High- and low-involvement brands manage Facebook fan pages differently. High-involvement brands use direct message strategies more than indirect message strategies on their Facebook fan pages. In contrast, low-involvement brands use indirect message strategies more frequently; (2) High- and low-involvement brands provide different types of content in their Facebook posts. The results are partially consistent with findings from previous research that direct message strategies are more effective for high-involvement brands, whereas indirect message strategies are more effective for low-involvement brands. However, for low-involvement brands, there was no difference in user responses, depending on the type of message strategy; (3) There is an interaction between message strategy types and the levels of brand involvement on the number of shares, but not on the number of likes or comments. This study concludes with theoretical and practical implications of the findings, as well as limitations and suggestions for future research.

DOI

https://doi.org/10.31274/etd-180810-5962

Copyright Owner

Su Yeon Cho

Language

en

File Format

application/pdf

File Size

53 pages

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