本研究以社群顧客關係管理的「顧客維護」與「顧客開發」觀點,探討品牌 粉絲專頁的經營與粉絲成長率。根據統計,目前全球有 7000 萬家企業在 Facebook 上創建粉絲專頁,有超過 5600 萬人連結到一個以上的台灣企業(INSIDE.com.tw, 2017),顯示企業透過粉絲專頁來經營顧客關係已經是一門顯學,而顧客也已熟 悉此種與品牌間的連結方式。過往研究證實了粉絲對品牌的價值,故粉絲成長率 是粉絲專頁經營者的重要關鍵指標。然而,粉絲專頁經營者該發佈那種類型的貼 文以維護既有粉絲?又該操作哪種社群口碑機制以開發新粉絲?本研究歷經三 個月的時間,觀測 211 個台灣品牌 Facebook 粉絲專頁,共搜集 9274 則品牌貼文 與其經營數據,以文字探勘的方式萃取貼文特徵,再使用 SPSS 作為迴歸分析之 工具,以探討品牌粉絲專頁的經營與成效。
本研究發現在「顧客維護」的面向中,粉絲專頁之互動類貼文數、正向情緒貼文數與粉絲成長率存在邊際顯著的正相關性,然而,資訊類貼文數與負向情緒貼文數與粉絲成長率並沒有相關性,或許是因為資訊的取得相當容易且管道多元,因此消費者會傾向尋找角色中立的管道來獲取品牌、商品資訊,而適當的負面情緒可使得廣告更加吸引人,因此也可能會部份抵消對品牌態度的負向影響。在「顧客開發」的面向中,粉絲專頁之弱連結口碑與強連結口碑皆與粉絲成長率呈顯著的正相關。研究結果建議品牌善用平台的社群口碑機制來創造資訊擴散,社群編輯在構思貼文內容時,可以顧客為中心並使用互動式、正向的方法來表達,以突顯粉絲專頁的獨特與不可取代性。

This research explores the management and fan growth of brand Facebook Fan Page from the perspective of “customer maintenance” and “customer development” of customer relationship management. According to statistics, there are currently 70 million companies worlwide that create fan pages on Facebook with more than 56 million people connecting to more than one Taiwanese company(INSIDE.com.tw, 2017), showing that managing fan page is already a known technique for business to conduct customers, and customers are familiar with the interaction as well. Past research has proved the value of fans to a brand, so the fan growth rate is an important key indicator of the fan page managers. However, what content should a fan page owner post to maintain existing fans? What kind of community mechanism should be used to develop new fans? In this study, we observe 211 brand Facebook fan pages in Taiwan and collect their data for three months. A total of 9,274 brand posts and their public operating statistics were collected. This research apply text mining method to extract post features and use SPSS as a regression analysis tool to explore management and performance of the brand fan page.
This study found that the number of positive posts and the number of interactive posts have positive correlation with the fan growth rate in the perspecitve of “customer maintenance”. However, the number of informational posts and the number of negative posts have no correlation with the fan growth rate. Perhaps it’s because information nowadays is easy to retrieve, consumers tend to look for a more neutral platform to get the information they want in terms of brand or product informaiton, besides, sometimes negative emotions can make brand ads more engaging, so as a result, these factors might diminish the negatvie effects on the fan growth rate. In the perspective of “customer development”, online word of mouth(eWOM) contributed by both weak and strong social tie demonstrate positive correlation with fan growth rate. The findings suggest that brands should utilize Facebook social mechanisms to create information spread, and the fan page managers should approach post content with a more customer-oriented, interactive and positive way to highlight the uniqueness and irreplaceability of a fan page.

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