題 目：Factors Determing Satisfaction Among Facebook "Likers"
主講人：張琳副教授 (Truman State University)
時 間：2013年7月10日（星期三）下午：2:00
地 點：主樓216會議室
主講人簡介：
Lin Zhang, Ph.D., Associate Professor of Marketing at Truman State University. Her research areas are brand management, cross-cultural consumer research, and social media. Her papers have appeared in journals such as European journal of Marketing, International Journal of Market Research, and Marketing Management Journal.
內容簡介：
One of the most important features of "Facebook" is to allow its users to use "like" to indicate their preference, association and attachments with individuals, institutions, and companies. Companies attempt to use this function to establish and maintain relationships with their customers. This research attempts to find out relationships among antecedents for customer satisfaction such as identity, involvement, and customer-company relationships for customers who choose to like a company. The results support our hypotheses which identify the relationships among the above constructs and also suggest that customer satisfaction of facebook "likers" will motivate them to spread positive word-of-mouth through social media.
