Facebook Engagement

We have studied facebook engagement from 3 different areas. ① Companies of post analysis for Facebook engagement acquisition especially in clicking behavior of users. ②User emotional analysis. ③Post of advertising impact analysis of Facebook post.

Companies of post analysis: firstly, Post and communication strategy is different from company to company. Secondly, Benefit highly posts (Opportunities to acquire valuable information in the company's retail business. Opportunities to support disaster victim in communication service industry companies. Opportunities to interact with fans and brand in the beverage maker of the enterprise) showed a high engagement rate.

User emotional analysis: Brand Love (Love) and Amazement has had an impact on click behavior (Brand Love β = .63 p <.01. Amazement β = .26 p <.01 ). Brand love is configured from joy, trust, peace, consent, and expectation (α = .92). Amazement is configured from surprise, yell, vibrant, and enthusiastic (α = .85).

Post of advertising impact analysis: via ad attitude (Aad), brand attitude (Ab), affecting purchase intention (PI) (total effect = .65). Likes impact ad attitude (β = .69 p <.01) and purchase intent (β = .13 p <.05). Shares impact advertising attitude (β = .16 p <.01), brand attitude (β = .22 p <.01), and purchase intent (β = .1 p <.05). Comments has had no significant.

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