รูปแบบเนื้อหาการสื่อสาร และการตอบสนองในเฟซบุ๊กแฟนเพจธุรกิจค้าปลีกเฟอร์นิเจอร์ :กรณีศึกษา เฟซบุ๊กแฟนเพจIKEA Thailand

Abstract

This research has two principle objectives: 1) To examine the type of contents publishing on IKEA Thailand Facebook Fanpage. 2) To investigate engagement to the contents publishing on IKEA Thailand Facebook Fanpage. The study methodology was quantitative research using coding sheet as a tool for contents analysis. The research data were collected from 55 content posts which were published on IKEA Thailand Facebook Fanpage during September 1, 2017 to March 12, 2018. The study was divided in two parts as per research objectives. In the first part, the quantity of concepts and theories concerned with this study were presented through frequency and percentage. The Facebook Engagement Rate per post was presented in the second part.

The results of the study showed that the most publishing contents on IKEA Thailand Facebook page is encourage and motivate purchasing by introducing home decor ideas. Regarding the Facebook Engagement Rate, the result found that quotes contents can get the highest average engagement rate. In the aspect of using contents creation techniques content quantity and engagement are consistent in creation through Feature – Advantage – Benefit sequenced contents. Considering about appeared content style emphasizes in photo album, which can encourage the audience to engage to the contents the most. Strategy for creating contents by catch on stage of audience purchasing funnel that Facebook page the most applied for, is Discovery stage, in spite of the contents that catch on audience consideration funnel is the most encourage the audience to give engagement to.

Keywords Type of content, Engagement, Facebook Fanpage, IKEA Thailand