The role of the communication message presented on the official pages of brands via Facebook in supporting the e-participation behaviors of its customers

Document Type : Original Article

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Assistant Lecturer, Department of Public Relations and Advertising, Faculty of Mass Communication - Cairo University

Abstract

The issue of this study is to identify The role of contact message displayed on official brands pages on facebook to motivate the users of the web pages to do the interactive behavior of the productive and service organizations on Facebook to activate their participation, through an electronic survey with 400 individual users of the pages of four organizations are (Orange - Vodafone -Samsung – Huawei), as well as qualitative analysis of the Facebook pages of the organizations . under study.. and in-depth interviews with the officials of the pages of the organizations in the study, The study found that their interactive behavior is influenced by their attitudes awards electronic interaction with the organization, and the four organizations succeeded in employing Facebook as a means of communication with customers, and there is a strong team based on Facebook pages of the four organizations that respond to complaints and queries of users on a permanent basis for the 24 hours, and it is the most content that attracts users and record the highest amount of interaction with it in terms of the number of likes, comments and sharing: informational content, followed by profitability, and entertainment.

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