「社群媒體行銷(Social media marketing)」是近年來行銷研究領域的新興議題。亦有研究者指出社群網路服務(Social Networking Services, SNS)實已深入網路使用者的日常生活之中，對於社群活動的觀察，實應擴大以「生活面」的角度予以綜觀思考，進而了解如生活模式、活動表徵、行為動機等更全面性的消費者資訊，方能進行更精準的行銷策略規劃。在眾多的社群網路中，臉書一直都是主流且具備影響力的平台。在台灣，臉書的使用普及率和品牌企業成立粉絲頁的比例皆高過六成，在過程中累積了大量的使用者溝通和互動資料，對企業來說是品牌粉絲頁代表新的研究機會，但也帶來了新的研究挑戰。在Facebook上，溝通與互動都必須建立在訊息上。過去研究曾探討過Facebook上訊息的重要性，卻多著重在從使用者的角度為出發點，鮮少有研究學者以粉絲專頁的「經營者」為主軸，來探究訊息所扮演的角色。因此，本研究整理過去學者的研究架構，著重在探討粉絲專頁經營者在發佈訊息時，不同的訊息呈現方式、不同的訊息內容甚至是不同的時間點發佈訊息，是否都會影響到粉絲們在粉絲專頁上的行為。
本研究文透過兩次實證調查探索，並以2014年socialbaker公布台灣地區粉絲數最高的十個品牌粉絲頁為研究對象，第一個研究資料蒐集期間設定兩個月，藉以探索訊息的生動性、互動性及內容類型三個構面是否會影響使用者在企官方品牌粉絲頁上的按讚、留言及分享行為。第二個研究則將資料蒐集期間延伸為一年，輔以隨機抽進行資料蒐集，並以先前已確認訊息內容構面(生動性、互動性和內容類別)，另外加入發文時間等構面，探索對粉絲線上參與行為之相關影響效果探索，以作為品牌經營者臉書發文策略之參考。
整體而言，本研究根據企業品牌管理者的個別發文內容與特徵，將發文策略分為五種策略，包括了：Vividness、Interactivity、Content type、Posting Date、Posting Time。在10個品牌、1,000則隨機抽樣的管理者發文中，透過研究探索這五種策略對於粉絲頁的參與效果如下：
1.Vividness (生動性)：整體來說，發文內容的生動性和使用者在臉書的按讚、留言、分享之間的關聯不大。由分析發現發文中若帶有圖片的內容，粉絲們在讚、留言、分享等行為相對較沒有圖片的發文高。在其他形式，如文字狀態、則因為多數發文中皆會描述狀態，而無法產生鑑別效果；連結與影片等，則僅有在分享的行為上產生關聯。
2.Interactivity(互動性)：在互動方面，品牌發文中，如果帶有邀請消費者參與互動的內容訊息，通常消費者的互動和參與也會較好。在各種互動形式中，本研究發現，品牌企業常會透過臉書發文邀請粉絲參與互動，粉絲們無論在like、comment、share等行為也高於其他沒有要求互動的發文，這除了顯示相關的行銷手法成功之外，也顯示粉絲們願意在臉書上與品牌產生互動。
3.Content type(內容類型)：在內容屬性上，報酬型發文在各種線上參與互動指標的表現最佳；社會型的發文對於按讚和分享的效果較好，但粉絲不一定會留言；告知粉絲資訊型的發文，則是較能讓粉絲按讚，但對於評論和分享之效果並不顯著。
4.Posting Date(發文日期)：從發文日期來看，在週間發文僅對分享行為呈現正面的效果，對按讚卻呈現負面效果，對品牌粉絲團的經營者來說，需注意如果是希望粉絲分享的發文，盡可能避免在週末選擇在週間，但若策略上需要的粉絲按讚的發文，在週末的效果反優於周間。
5.Posting Time(發文時間)：從發文的時間來看，對品牌粉絲團來說，在上班時間發文對按讚、留言和分享的效果皆較佳於非上班時間。尤其是對分享這個線上參與行為來說，在週間、上班時間的發文效果又更佳於留言和按讚；推究其因，應是粉絲會顧慮相關內容分享時機的適切性。
整體來說，品牌企業在粉絲團的經營策略應回歸到其最原始之目標，品牌透過在臉書的發文，其目標是以讓粉絲產生共鳴而有按讚，抑或希望粉絲能夠透過留言、參與活動，加深參與度和忠誠度等，須先有策略性的目標。本文針對管理者發文形式、內容與時間等內容策略的實證結果，可作為品牌企業的參考，藉以選擇適合品牌企業的發文策略，也將為品牌粉絲團的發文帶來更好使用者溝通效果。綜言之，透過本研究的文獻探討與實證研究，進一步掌握了管理者在臉書發文策略會因為訊息的生動性、互動性、內容類別及時間的不同而對線上參與度有不同程度的影響，在現存社群行銷策略的學術上和實務應用上有一定程度的參考貢獻。

"Social Media Marketing" is an emerging topic in recent marketing research. Some researchers also believe that the social networking services (SNS) have penetrated the network user's daily life. Among the social networks, Facebook has always been the mainstream and influential platform. In Taiwan, Facebook related services with high penetration rate. A huge amount of information has been accumulated during the user communication and interaction process. For enterprises, brand fan pages represent new research opportunities and challenges as well. The present study stands in fan pages administrator’s shoes and focuses on exploring whether the behavior of fans on fan page is affected by the presentation, contents, and posting time of message when posting by fan page administrator.
This study analyzes the components of posting strategies under 5 strategies which in terms of message characteristics, such as vividness, interactivity, content type and posting day and time, over the level of online engagement measured by number of likes, comments and shares on Facebook fan pages to specify the new phenomena.
The results demonstrated that the posts on brand pages which with remuneration (content type), request for users to interact (medium interactivity), photos (low vividness) and posting during business hours (posting time) exert a significant effect on liking, commenting and sharing behavior (online engagement). This study empirically contributes to the existing literature on the management of marketing strategies for consumer engagement in social networking sites.

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