From "like" to "buy" - The effect of Facebook fan-page type post on purchase intention
The aim of this study is to examine the relationship between Facebook fan page posts and purchase intention. Fitness fan pages post a variety of content and as such four are used in this research as a sample. A content analysis identified motivational quotes, success of the fan page operator, client success and exercise demonstrations as the most "liked" posts. An online survey was conducted. To investigate if overall interaction affects purchase intention, respondent fans (n 154) were classified into either active (n 99) or passive (n 55) members. The results showed that the level of interaction did not affect purchase intention. The consumer emotional set scale (Richins, 1997) was used in a pre-post test design to investigate if fan page posts evoked emotional arousal. The results showed no difference between the levels of emotional arousal post presentation of posts, however they did show an interaction between fan page post and purchase intention. In summary, this study indicates that passive fans have as much purchase intention as active fans and the type of content affects purchase intention.
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