A Study On Factors Influencing The Customer Participation Through SNS Promotion Event
SNS (Social network service) now became a big part of everyday life. Among the services, Facebook takes the
major part of the total SNS usage, and the users get various types of information from the brand fan page of each company on
Facebook. Since it can be used as the attractive marketing channel for a company which has to spread information through
SNS, especially Facebook, the research needs for effective advertising event type have been rising.
Therefore, this study aims at defining the promotional event on Facebook, and it also aims for empirically analyzing types and
categories of the prize items. The overall research frame is based on the prospect theory. To analyze the influencing factors of
promotion event for the integrated approach, we separate the prize payment type into two different classes; simple payment
and multiple graded payment. Also, we analyze the SNS promotion event features with variables such as anevent period, the
total number of fans, and description length of the events. As a result, it was found out that event period, total number of fans,
payment type, and prize type effect on customer participation. We expect that this study could lead the industry field through
providing the appropriate SNS marketing strategies.
Index Terms— Facebook fan page, Prospect theory, SNS promotion event, Social network service.