Consumer Awareness and Interactions in Online Brand Community - Antecedents and Consequences

摘要

The purpose of this paper is to explore brands in various categories based on the conceptual model of the marketer-generated content. Objective measures were collected from almost three-hundred popular brand fan pages in Thailand, both national and international brands. The findings present the insightful social media strategy of brands in nine brand categories such as the proportion of each posting content type. Images and videos play a dominant role in brands' strategies. Among the antecedents of consumer awareness and interaction, the quantity of marketer-generated content is not much vital as the existing fan bases. Total fans increase the consumer awareness and interactions (PTAT). PTAT consequently drives the future consumers to like the brand pages. Some brand categories could attract more fans than others. Only a few studies investigated marketer-generated content of Fan pages in inclusive brand categories using objective measures. Thus, this study fills the literature gap with some interesting results.