| Abstract | 第4-6页 |
| 摘要 | 第7-18页 |
| List of Abbreviations and Acronyms | 第18-20页 |
| Chapter 1 Introduction | 第20-39页 |
| 1.1 Background of the Study | 第20-23页 |
| 1.2 Research objectives and theoretical contribution of research | 第23-26页 |
| 1.2.1 Research objectives | 第23-24页 |
| 1.2.2 The theoretical contribution of research | 第24-26页 |
| 1.3 Research status and review | 第26-33页 |
| 1.3.1 Research on the dedicated brand fan pages on Facebook | 第26页 |
| 1.3.2 Research on the social media behaviour on Facebook | 第26-28页 |
| 1.3.3 Research on the consumer engagement in social media | 第28-30页 |
| 1.3.4 General reference evaluation | 第30-33页 |
| 1.4 Research contents and framework | 第33-35页 |
| 1.4.1 Research content | 第33页 |
| 1.4.2 Framework of Thesis | 第33-35页 |
| 1.5 Research methods and technology roadmap | 第35-39页 |
| Chapter 2 Theoretical framework and theory analysis | 第39-62页 |
| 2.1 Introduction to the theoretical framework and theory | 第39-40页 |
| 2.2 The connection between social media and social media marketing strategies ofthe organizations | 第40-50页 |
| 2.2.1 The transformation of social media theory and its relation to social mediamarketing strategy | 第40-45页 |
| 2.2.2 Connection between social media content dimensions and social mediamarketing strategy | 第45-50页 |
| 2.3 Connection of interaction modes and the theory of culture with social mediaengagement | 第50-53页 |
| 2.3.1 Connection among Greet Hofstede’s cultural dimensions theory and socialmedia engagement | 第50-52页 |
| 2.3.2 Connection between modes of interaction and social media engagement | 第52-53页 |
| 2.4 Social media engagement and its association with personality traits of consumers | 第53-57页 |
| 2.4.1 Extraversion dimension and its impact on consumer engagement | 第54-55页 |
| 2.4.2 Neuroticism dimension and its impact on consumer engagement | 第55页 |
| 2.4.3 Openness to Experience dimension and its impact on consumer engagement | 第55-56页 |
| 2.4.4 Shyness dimension and its impact on consumer engagement | 第56-57页 |
| 2.5 Connection of social media engagement with firm equity value | 第57-60页 |
| 2.5.1 Social media as a leading indicator of firm equity value | 第57-58页 |
| 2.5.2 Social media as a stronger indicator in predicting firm equity valuecompared with conventional online consumer behavioral metrics | 第58-60页 |
| 2.6 Other theories related to social media marketing and firm equity value | 第60-61页 |
| 2.6.1 Social learning theory | 第60页 |
| 2.6.2 Uses and Gratification theory | 第60页 |
| 2.6.3 Grounded Theory | 第60-61页 |
| 2.7 Summary | 第61-62页 |
| Chapter 3 Research on moderating effect of Culture on effectiveness of social mediamarketing strategy | 第62-83页 |
| 3.1 Hypotheses for the impact of brand fan post content dimensions on brand fanengagement | 第62-66页 |
| 3.1.1 Impact of post characteristics dimension on brand fan engagement | 第62-63页 |
| 3.1.2 Impact of post contents dimension on brand fan engagement | 第63-64页 |
| 3.1.3 Impact of brand post top position and CSR communication dimensions onbrand fan engagement | 第64-65页 |
| 3.1.4 Moderating Impact of Culture on brand fan engagement | 第65-66页 |
| 3.2 Model specification of the impact of social media content dimensions on brandfan engagement | 第66-67页 |
| 3.3 Empirical design | 第67-69页 |
| 3.3.1 Selection of sample and data | 第67-68页 |
| 3.3.2 Operationalization and definition of Variables in the model | 第68-69页 |
| 3.4 Empirical results and analysis | 第69-81页 |
| 3.4.1 Descriptive analysis | 第69-72页 |
| 3.4.2 Hierarchal moderation regression and OLS regression analysis | 第72-73页 |
| 3.4.3 Examination of the impact of number of Likes on brand fan engagement | 第73-76页 |
| 3.4.4 Examination of the impact of number of Comments on brand fanengagement | 第76-78页 |
| 3.4.5 Examination of the impact of number of Shares on brand fan engagement | 第78-79页 |
| 3.4.6 Results and practical implications | 第79-81页 |
| 3.5 Summary | 第81-83页 |
| Chapter 4 Research on the impact of personality traits on brand fan engagement | 第83-98页 |
| 4.1 Hypotheses for the impact of personality traits on social media engagement | 第83-87页 |
| 4.1.1 Impact of modes of interaction on brand fan engagement | 第83-84页 |
| 4.1.2 Impact of personality traits on modes of interaction | 第84-86页 |
| 4.1.3 Moderating Impact of Culture on the relationship between personality traitsand modes of interaction | 第86-87页 |
| 4.1.4 Moderating Impact of Culture on the relationship between modes ofinteraction and brand fan engagement | 第87页 |
| 4.2 Empirical design | 第87-88页 |
| 4.2.1 Selection of sample and data | 第87-88页 |
| 4.2.2 Definition of variables and design of empirical model | 第88页 |
| 4.3 Empirical results and analysis | 第88-96页 |
| 4.3.1 Analytical Approach, Data Screening, and the Measurement Model | 第88-89页 |
| 4.3.2 Development of structural model | 第89-91页 |
| 4.3.3 Examining the mediating effect of modes of interaction on the relationshipbetween personality traits and brand fan engagement | 第91页 |
| 4.3.4 Examining the moderating effect of Culture on the relationship betweenpersonality traits and brand fan engagement | 第91-93页 |
| 4.3.5 Results and practical implications | 第93-96页 |
| 4.4 Summary | 第96-98页 |
| Chapter 5 Research on the impact of brand fan engagement on firm equity value | 第98-110页 |
| 5.1 Hypotheses for the impact of brand fan engagement on firm equity value | 第98-99页 |
| 5.2 Model Specification of the Predictive Values of Social Media Metrics | 第99-100页 |
| 5.3 Empirical design | 第100-102页 |
| 5.3.1 Selection of sample and data for Firm Equity Value | 第100-101页 |
| 5.3.2 Selection of sample and data for the Social Media Metrics | 第101-102页 |
| 5.3.3 Data for Exogenous Control Variables | 第102页 |
| 5.4 Empirical results and analysis | 第102-108页 |
| 5.4.1 Examination of the risk and return variance explained by social mediametrics | 第102-103页 |
| 5.4.2 Examination of the variables stationarity in time series analysis | 第103-104页 |
| 5.4.3 Examination of the Short- and Long-term predictive values of social mediametrics | 第104-106页 |
| 5.4.4 Examination of relative strength of the predictive value of Facebook versusTwitter metrics | 第106-107页 |
| 5.4.5 Results and practical implications | 第107-108页 |
| 5.5 Summary | 第108-110页 |
| Conclusion | 第110-114页 |
| 结论 | 第114-116页 |
| References | 第116-141页 |
| Appendix | 第141-145页 |
| List of Publications | 第145-146页 |
| Acknowledgement | 第146-147页 |
| Resume | 第147页 |
