Degree Type


Date of Award


Degree Name

Master of Science


Greenlee School of Journalism and Communication


Journalism and Mass Communication

First Advisor

Su Jung Kim


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.


Copyright Owner

Su Yeon Cho



File Format


File Size

53 pages