| dc.description.abstract | Together with the growth of internet as well as social networking sites, Facebook fanpage becomes a powerful tool for marketers to create an online brand community for building and developing the relationship between brands and customers, so do Maybelline New York – Vietnam.
The aim of this research is to investigate which factors of online brand community characteristics influence on customer’s intent to purchase Maybelline makeup products and how do those factors affect it?. 232 online surveys were collected from the fanpage then analyzed by using SPSS. The results showed that interactivity, informativeness and convenience of use have an impact on purchase intention, but reward for activities was not.
Although there are some limitations of this study, it is hoped to help marketers develop marketing strategies on Facebook fanpage in order to increase sales volume of cosmetic company Maybelline.
Key words: Social networking sites, Facebook fanpage, online brand community characteristics, purchase intention. | en_US |
