Abstract
Following the development of internet and smartphones, consumers’ lifestyle has changed. And this has also changed the way companies deliver information to customers. In recent years, enterprises use the internet community websites such as Facebook to enhance the competitive advantages. This study aims to examine how the content communicated by company Facebook Fan Pages can influence consumers’ online participation (e.g. likes and shares), and how consumers’ participation in online community activities may influence their buying. By collecting and anlyzing fan page posts and sales data from one case company, the results indicate that characters in the photo could have significantly positive effects on fans’ participation; posts with low product information or sales information would have significantly negative effects on fans’ participation. Besides, only posts about sales information would have significantly positive effects on the company’s actial sales. Results also show that fans’ participation sale could have significantly negative effects on sales. These findings can provide some practical suggestions for effective online marketing strategies.