| Budget Amount *help |
¥5,070,000 (Direct Cost: ¥3,900,000、Indirect Cost: ¥1,170,000)
Fiscal Year 2014: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2013: ¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
Fiscal Year 2012: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
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| Outline of Final Research Achievements |
With the rise of social media, the concept of empathy has gathered attention in the field of marketing communications. However,it is not sufficiently examined why such empathy occurs and what kind of communication effect it has. In this study, focusing on the Facebook Page, we conducted an empirical analysis by building "Communication Effect Model by Empathy". Also, we assumed that the aim of the information dissemination in a Facebook page was the improvement of corporate brand image, and examined it. The findings are as follows:In a Facebook page, if its content is pleasant, relaxing and useful,it is easier to obtain empathy. Also,it is the same in the case of informative content. Obtaining empathy has a positive influence on acceptance-diffusion and trust-satisfaction. A deep feeling of connection with the page raises the intention to acceptance-diffusion.The image of a corporate brand is evaluated higher after watching a Facebook page than before watching.
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