社群時代的來臨，為了能更接近消費者，企業不得不開始使用到社群媒體的工具。然而在眾多社群媒體下，台灣以 Facebook的使用率最高，因此企業紛紛成立粉絲專頁，但多數專頁的管理者仍然以官方網站式的經營手法，專頁內少了社群媒體中互動的元素，即便有許多粉絲成員加入，卻沒有為企業增加價值。
本研究第一階段以新成立的粉絲專頁出發，透過數據的量化分析，得出討論密度的重要性。第二階段則先利用網路公關文獻建立的分析專頁五大構面，即為資訊實用性、介面易用性、事件娛樂性、社會互動性和品牌價值性，套用至成熟粉絲團尋找影響討論密度的關鍵因子。最後則以個案分析法，透過觀察研究比較四個高討論密度的專頁在五大構面的表現為何，並進行專頁之間的性質比較以整理出五大構面對專頁的價值關係。
本研究特別加入非商業性質的專頁進入觀察對象，因為其商業性質的專頁中行銷訴求過於強烈而導致粉絲產生抗拒心態，然而非商業性質的專頁卻容易造成高成長率的經營成效，因此對於品牌企業來說，為了接近消費者則需加入互動參與的元素，粉絲將因為認同而提昇其歸屬感，進而能成為高感染力的口碑行銷者。因此本研究成果可提供企業在未來粉絲專頁進行行銷之參考。

In order to connect with consumers in this era of social networking, businesses have to start incorporating social media tools into their marketing practice. Among platforms of its kind, Facebook in particular enjoyed unrivalled popularity in Taiwan. Many businesses rushed to create fan pages on Facebook. However, the majority of fan page administrators failed to move away from the traditional philosophies of web management, and failed to utilize the interactive element that makes social medial tools powerful. This seriously undermined the value-adding potential of fan pages.
In this study, the first phase starting with quantitative data analysis, the discussion of the importance of density. The second stage is the first use of a network of public relations literature analysis to establish special page five dimensions , namely information practicality, ease of use interface , event entertainment, social interaction and brand value , is applied to the mature fan group seeking influence discussions density key factors . Finally, a case study places , comparative discussion of the four high -density special page on why the performance of the five dimensions through observational studies , and the nature of the comparison between special page to sorting out the five dimensions of the face value of the special page relationships.
The study specifically designed to join non-commercial pages into the observed object , because of its commercial nature designed pages too strong marketing appeal which led fans to generate resistance for a non-commercial nature of the special page , however it is likely to cause a high growth rate of operating results , So for brands , in order to be close to the consumer must be added to the element of interactive participation , because fans will enhance their sense of belonging and identity , and thus can become highly contagious reputation marketers .

目錄
摘要 ii
Abstract iii
目錄 v
圖目錄 vii
表目錄 x
第一章、緒論 1
第一節、研究背景 1
第二節、研究目的 4
第二章、文獻回顧 7
第一節、社群媒體 7
第二節、Facebook Fan-Page 粉絲專頁(亦稱粉絲團) 11
第三節、參與行為 14
第四節、網路公關研究 15
第三章、研究方法 18
第一節、研究流程與架構 18
第二節、量化分析 19
第三節、成功關鍵因素分析 20
第四節、個案研究法 21
第四章、研究結果 23
第一節、量化分析結果 23
第二節、關鍵成功因素 25
第三節、個案分析 32
4.3.1個案一：跟著董事長遊台灣（2012年3月成立） 32
4.3.2個案二、台灣時代精神運動（2012年10月成立） 39
4.3.3個案三：愛迪達 台灣 跑步粉絲團(2012年10月成立) 45
4.3.4個案四：Alley 艾莉 (2012年 5月成立) 51
第四節、個案分析小結 57
第五章、結論與建議 59
第一節、結論 59
第二節、討論 60
第三節、管理意涵 62
第四節、研究限制與建議 64
參考文獻 66

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