許多候選人皆以 Facebook 粉絲專頁為線上主要行銷管道,本研究透過 內容分析法,研究 2018 市長選舉中,柯文哲及韓國瑜粉絲專頁的貼文互動 性、生動性、資訊性及親和性對於社群效應 ( 按讚數、表情符號數、留言數 及分享數 ) 的影響。結果顯示,互動性對於按讚數具有顯著正向影響;生動 性對於表情符號數、留言數及分享數具有顯著正向影響;親和性對於分享數 具有顯著正向影響。本研究結果對於粉絲專頁發文規劃具有重要參考意義。

關鍵字：2018市長選舉、互動性、生動性、社群效應、粉絲專頁 

Many candidates use the Facebook fan page as the main marketing channel for online. This study uses the content analysis method to study social media effects (by number of likes, number of reaction buttons, number of messages, and number of shares) of the interactivity, vividness, information and affinity of the posts on Wun Jhe, Ke’s and Guo Yu, Han’s fan pages in the 2018 mayoral election. The results show that interactivity has a significant positive impact on the number of likes; vividness has a significant positive impact on the number of reaction buttons, number of messages, and number of shares; affinity has a significant positive impact on the number of shares. The results of this study have important reference significance for fan page publishing.  

Keywords: 2018 mayoral election, interactivity, vividness, community effect, fan pages