Back Issues 11-20

CONSTRUCTING INNOVATION DIFFUSION MODEL OF FACEBOOK FAN PAGE-FROM SYSTEM DYNAMICS PERSPECTIVE

Fang Chen Kao

President, ISHIN Co. Ltd.  

Professor, Department of Business Administration, National Chin-Yi

University of Technology, Taiwan

Justine S. Chang*

Assistant Professor, Department of Accounting, 

Chaoyang University of Technology, Taiwan

*Corresponding Author: ">

Chung-Yi Fang

Assistant Professor, Department of Financial Management, 

National Defense University, Taiwan

Sheng-Fu Wu

Assistant Professor, Department of Financial Management, 

National Defense University, Taiwan

Abstract

Facebook is the most successfully developed social network in the world.  Many businesses create Facebook fan page to strengthen their connection and contact with customers.  Governmental agencies also establish Facebook fan page as policy propa-ganda platforms.  For operators of fan pages, how to increase fans and interact with fans to achieve marketing objective is an important issue.  In addition, the development of fan page is a dynamic changing process.  The study based on diffusion of innovation theory and applied systematic dynamics to construct theoretical model of fan page development, and simulate the trend of fan page development to provide reference for operators of fan pages.  

Key words: Facebook, fan page, diffusion of innovation theory, systematic dynamics

Attachments:

1170 Final.pdf

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436 kB