The study of customers’ engagement behavior toward universitys' Fanpage Facebook

Abstract

The objective of this study is on the user's Facebook Fanpage engagement behavior. The study used a sample of 414 observations that were analyzed using a Structural Equation Modeling (SEM). The research results show that this model can explain the influence of the factors of content quality, brand interactivity, customer to customer interaction, and affective on hedonic value and utilitarian value of a university's Facebook Fanpage. These factors, in turn, affect the engagement behaviors of Facebook Fanpage users, which are recpresented here by the behaviors of feedback, collaboration and influencer. In order to improve the utilitarian value of the Facebook Fanpage, universities need to pay attention first to the quality of the page's content, followed by the relationship between the brand and its customers, and finally, the affective of the user when interacting. In order to improve the hedonic value of the Facebook Fanpage, universities need to pay attention first to the quality of the page's content, secondly to the user's affective when interacting, followed by the relationship relationship between users and finally the relationship between the brand and the users. With the collaborative behavior, the feedback behavior, research shows that the impact of utilitarian value is greater than that of hedonic value.