在新創社群媒體相關的研究領域中，過去多聚焦於推動新創使用社群媒體的因素，近期開始有學者探討社群媒體使用造成的影響，但少有人探討企業生成內容 (FGC, Firm-generated content) 在當中扮演的角色。因此，本研究旨在利用大數據和文字探勘技術，探討新創成功案例如何經營臉書粉絲專頁發文內容。
本研究透過Python軟體分析17項來自設計、科技、遊戲和社會四個領域群眾集資計畫之臉書粉絲專頁發文，解構FGC成功關鍵字詞和策略，再結合Kotler 5A消費者體驗路徑：認知 (aware)、訴求 (appeal)、詢問 (ask)、行動 (act) 和倡導 (advocate)；分析結果顯示，這些新創確實有根據消費者體驗路徑的不同階段，提供相對應的資訊，滿足顧客需求和解決問題。

Many scholars have investigated the factors that drive social media adoption, while recent studies are investigating the impact of social media use. However, there is still much to be discovered about the role of FGC (Firm-generated content). Thus, the aim of this study is to use big data and text mining techniques to explore how successful startups manage the content on Facebook fan pages.
In this study, we used Python software to analyze 17 Facebook fan pages from the crowdfunding projects in the four fields of design, technology, games and society, combined with Kotler’s 5A model: awareness, appeal, ask, act, and advocate. The finding shows that the startups indeed apply 5A model in strategizing the use of social media for marketing purposes.

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