Effects of Facebook Fan Page Users’ Social Capital Needs, Innovativeness and Self-Presentation Needs on Interactive Behavior: Brand Identification as a Moderator Variable

Abstract

Background/Objectives: This study focuses on the effects of Facebook fan pages which have recently risen in value as a unique, online communication channel. Methods/Statistical analysis: A survey was conducted using a sample of 310 high school-aged men and women who have ever used a Facebook fan page. Findings: First, the results of the analysis found that Facebook users’ perceptions (their social capital needs, innovativeness and self-presentation needs) indirectly affected moderator variables, such as brand identification. Next, the significant gender differences were analyzed. Any independent variables of both men and women turned out to not significantly affect their interactive behavior. Application/ Improvements: This study suggests that the psychological tendencies of Facebook fan page users affect their interactive behavior via moderator variables, such as brand identification. Theoretical and practical implications are discussed, based on the results from the present study.