Developing a Successful Facebook Fan Page Based on Costumers' Needs

In this chapter, we determine possible needs that customers are fulfilling by participating in the Facebook fan pages. Understanding the needs that customers aim to pursue is the priority of marketing communications. Therefore, the chapter analyzes a theoretical approach to identify and respond to the needs that consumers seek to satisfy on fan pages. The customer needs are evaluated from functional, hedonic, social, and psychological perspectives and all four of the need components make significant contributions to the overall need on fan pages. Businesses in the food service industry are advised to build an emotional bond with consumers, enhance two-way communication, provide useful information and encourage entertainment on their fan pages. Managers of brands that operate fan pages can be guided by our research with regards to deciding which characteristics or content consumers find important in the these pages.

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