Multivariate data analysis (4th ed.): with readings
Multivariate data analysis (4th ed.): with readings
Net gain: expanding markets through virtual communities
Net gain: expanding markets through virtual communities
Exploring the factors associated with Web site success in the context of electronic commerce
Information and Management
Online Communities: Designing Usability and Supporting Socialbilty
Online Communities: Designing Usability and Supporting Socialbilty
Principles of Internet Marketing
Principles of Internet Marketing
Quality and effectiveness in web-based customer support systems
Information and Management
BT Technology Journal
Cross-cultural deception in social networking sites and face-to-face communication
Computers in Human Behavior
Marketing to the Social Web: How Digital Customer Communities Build Your Business
Marketing to the Social Web: How Digital Customer Communities Build Your Business
Information Systems
Theory and measurement of generalized problematic Internet use: A two-step approach
Computers in Human Behavior
Sams Teach Yourself Facebook for Business in 10 Minutes: Covers Facebook Places, Facebook Deals and Facebook Ads
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Understanding the needs or expectations customers aim to pursue is the priority of marketing communications. This study employed a theoretical approach to identify and respond to the needs that consumers seek to satisfy on fan pages. The customer needs were evaluated from functional, hedonic, social, and psychological perspectives. A two-step confirmatory factor analysis was applied. All four of the need components make significant contributions to the overall need on fan pages. Businesses in the food service industry are advised to build an emotional bond with consumers, enhance two-way communication, provide useful information and encourage entertainment on their fan pages.