How to Keep Brand Fan Page Followers? The Lens of Person Environment Fit Theory

摘要

Social media based brand fan pages (hereinafter referred to as "BFPs") are increasingly being established by companies to broadcast product information, increase brand awareness, retain existing customers, and attract new customers (Goh et al., 2013). It has been reported that 80% firms listed in the Standard and Poor's 500 index possess BFPs in social media (Braojos-Gomez et al., 2015). In addition, more than half of social media users are "following1" at least one BFP (Chow and Shi, 2015).