The Effects of the English Language and Culture in Translating A Essay

The Effects of the English Language and Culture in Translating A Non-English Text into Film - Essay Example When a film is to be made in English that was previously in another language and in text format, there are a great number of considerations on how the language and the visual elements can be translated. Meaning in one language must be carefully translated so that not only the verbal language, but the visual language makes sense. Film is unique in that the cultural meanings that are implied through one language must be translated as well as the literature of the original language. Due in large part to colonialism and then to the Westernization of consumerism, the English language has become a part of most languages, English-isms emerging throughout the cultures as they become part of the globalized world. Homogenization creeps into cultures that had previously been very ‘other’ through interactions with the dominance of the English language in business, media, and in presence in the world as English speaking travelers have a dominant position in world travel. Creating Eng lish versions of pieces of work that are written in another language often means that the work itself becomes transformed by the differences between cultures. In dominance, sometimes, comes the arrogance of transformation rather than merely translation. Transforming a literary work takes the meaning from it that was specific to a culture and re-creating it to have meaning for another culture that may no longer hold the same key symbols or meanings that it did in its original form. In translating a piece of fiction into a second language visual experience there are a great many aspects of the work that must be taken into consideration. Coding the translated work so that it reflects both the audience and the language of origin is a difficult achievement. The nature of coding in a language supports cultural meanings of symbols, but in translations that are both visual and verbal that are trying to capture meaning from one cultural language into another the task can be daunting. In the example of the result of colonialism is the key to how to undertake a project that involves translation. Where in colonialism entire cultures were translated into new cultural patterns through the coercive influence of the colonizer, so to can a text be butchered by misunderstanding the meanings that are cultural relevant and stand apart from the Western mind and the English construction of a text to prepare it for film. In translating a text into a script and direction for a film, the numbers of factors that are relevant to the translation are deep and meaningful in relationship to culture and symbols. Translation includes more than just replacing words, but replacing the emotional and cultural context through which the work was expressing meaning. Language Coding In trying to determine the best approach to translating a text from its original language into a film, the cultural coding that exists within the language must be evaluated. The first thing that must be determined in tran slating a text in one language to that of another is if the film will be intended for a mixed language population. In other words, if the film is made for a location in which two languages are prevalent and the work is being translated from one language to the other, the coding will be different than if a text is from a geographically different culture than to the culture that the film will be intended as an audience. If a Chinese book is translated for an English audience it is very

Televisions Impact on Young Teens Essay -- Cause Effect Media Image E

Television's Impact on Young Teens   Ã‚  Ã‚  Ã‚  Ã‚  With the ever growing world of mass media becoming more accessible to our children, we must realize the effect television has on the youth of today. The views and images portrayed on television go right to the heart of American youth. Young men and women are being taught that being over weight or not being skinny enough means that you are unattractive and lazy. The ideal female body which television portrays as being normal has gone from the voluptuous figure of Marilyn Monroe and Mimi VanDoren to the skinny waist and bust-line of Pamela Anderson and Brittany Spears. It has become an obsessive, unattainable goal for our young teenage women. These teens find themselves in an endless battle to try and attain figures that are only made possible through cosmetic surgery and a profession that pays you to look a certain way. Many girls who find themselves unhappy with their appearance turn to starvation, which later turns to binge eating, then to self-induced vomiting(B attegay 54).   Ã‚  Ã‚  Ã‚  Ã‚  Eating disorders are far more common in the United States than in any other country. While some countries like Russia and Bosnia are struggling to find food, Americans are creating problems by consuming too much of it. Americanized countries or even any other industrialized countries with the direct influence of television are found to have considerably more problems with eating disorders. Carolyn Costin states in her book The Eating Disorder Source that western women seem to be at greater risk for developing disorders and the degree of Westernization seems to increase the risk. Costin then goes on to say that Evidence suggests that anorexia nervosa is uncommon outside the Western world and in less affluent Western countries. Furthermore, when immigrants move from less industrialized countries to more industrialized countries they are more likely to develop eating disorders. Costin is trying to say that you are at a greater risk of developing an eating order such as anorexia or bulimia in an Americanized culture because of the importance and constant reminders in forms of mass media that you should look thin, loose weight and keep the weight off. These are all things that are ongoing in our brains and degrade the self-image we behold of ourselves. Constin goes on to say: â€Å"Advertisements for taking off weight and keeping it off are fo... ... the product, but also causes insecurities of what we should look like holding the product. The consumers feed the fire of the sources flurry to put products in our faces.   Ã‚  Ã‚  Ã‚  Ã‚  Overall, media has increased its knowledge of its audience more rapidly than ever before. We are monitored by sources we would have never imagined and the problem is getting worse. With the new age of wireless internet and Cracker Jack baseball card sized phones, companies are tracking our every move. They know what we watch, who we call, where we go, and what we buy. They know what products to offer us and they know where to find more people like us so they too can be targeted.(Cantor p.32) The bottom line is that the media’s effect on us through television is much greater than we know. If they can convince us that our bodies are not slim enough, they can convince us that their products are worth buying. We need to rally for tighter standards from the Gatekeepers of television and the rest of mass media. The producers will only keep giving us more and as the audience becomes more and more desensitized we will only continue to want it until we become a warp ed society without values, morals or standards.

Compare and Contrast the Presentation of Love in the Relationships Between Edgar and Catherine and Catherine and Heathcliff

The two most significant relationships in Catherine's life are with Edgar and Heathcliff; however, they could not be more different. Her relationship with Heathcliff is one of raw, natural passion not social stamina, whereas her marriage to Edgar is one based on convention. Her two lovers come to represent the two conflicting parts of her identity and it is the internal struggle between these conflicting impulses that can be said to lead to her death. As the novel opens, Mr Lockwood says that Heathcliff is a ‘dark-skinned gypsy in aspect in dress and manners a gentleman†¦ He also observes that Heathcliff will ‘love and hate equally. ‘ His description of casual violence lack of manners or consideration for other people which characterizes Heathcliff is only a hint of the atmosphere of the whole novel, in which that violence is contrasted with more genteel and civilized ways of living represented by the Lintons. When Nelly Dean begins to narrate the story of Heathcliff's past, she describes him with discrimination. When Heathcliff is first introduced, Mr Earnshaw says ‘†¦ ut you must e'en take it as a gift of God, though it's as dark almost as if it came from the devil. ‘ Bronti implies early on that Heathcliff has gifts from both God and the Devil (good and bad characteristics). Nelly Dean describes him as a ‘dirty, ragged, black-haired child; big enough to walk and talk†¦ ‘ she also constantly refers to Heathcliff as ‘it'- ‘†¦ Mrs Earnshaw was ready to fling it out of doors†¦. [He's a] Gypsy brat', Heathcliff is constantly referred to as if he weren't human. Nelly talks of how he ‘repeated over and over again some gibberish that nobody could understand†¦ ‘ this portrays him as a wild animal/beast. Catherine and Hindley don't automatically get on with Heathcliff. Catherine ‘showed her humour by grinning and spitting at the stupid little thing†¦ ‘ However later on Mrs Dean describes the friends to be ‘very thick. ‘ Heathcliff's origins are obscure; he was ‘found' and ‘Not a soul knew to whom [he] belonged. ‘ Nelly says ‘†¦ they had christened him Heathcliff†¦.. nd it has served him ever since, both for Christian and surname'; this emphasizes the idea of how low Heathcliff's class is because in the 18th century, the absence of a persons surname exposed a lack of background. Hindley hates Heathcliff from the beginning and the writer comments on how he sees Heathcliff ‘as a usurper of his parents' affections†¦ ‘ This conveys how Heathcliff was favoured above the children. Bronti describes Heathcliff to be ‘as uncomplaining as a lamb†¦ ‘ which persuades the reader to think he is innocent. It is also a biblical phrase as in the bible; lambs were used to portray the innocence and purity of life. Hindley fiercely calls Heathcliff ‘an imp of Satan' in contrast to the original idea that he was innocent and corresponds to the idea that Heathcliff has gifts from both God and from the devil. In the next chapter, Catherine and Heathcliff become extremely close. ‘She was much too fond of Heathcliff. The greatest punishment we could invent for her was to keep her separate from him†¦ ‘ says Nelly showing that the two were inseparable. When Catherine's father dies, Nelly Dean comments on how ‘they both set up a heart breaking cry†¦ ‘ this shows that Heathcliff is the only person Catherine can now turn to and that they only have each other to get through the sorrow. In Chapter VI when Heathcliff describes Thrushcross Grange, he says ‘it was beautiful, – a splendid place carpeted with crimson and crimson-covered chairs and tables and a pure white ceiling bordered by gold†¦ ‘ This description creates a heavenly image of splendour especially to Heathcliff who has never seen anything like it before. Bronti uses the drawing room window to symbolize the boundary between the two classes since it divides the two sets of children. The window is the barrier motif shown throughout the novel. When Catherine is accepted into the house and Heathcliff is rejected, this is the end of their childhood innocence and the beginning of their awareness of the difference of class: ‘†¦ and I would have been there too, but they had not the manners to ask me to stay†¦ ‘ Earlier on in the novel, Mr Lockwood's describes Wuthering Heights; the house and its furniture are described as plain and ‘nothing extraordinary†¦ he floor was of smooth, white stone; the chairs high-backed†¦ ‘ This contrast with the description of the Grange and perhaps Bronti uses this as a metaphor to describe the social context of the inhabitants of both houses. The meeting of the two families begins the ‘tug of war' for Catherine between Edgar and Heathcliff. Heathcliff describes Catherine to be attracted to the Lintons and ‘full of stupid admiration' for them suggesting that Catherine's love for Edgar was built on admiration and for what he represents rather than his innate qualities. At the moment when Heathcliff and Catherine's intimacy is on the verge of blossoming into love, social class intrudes into the novel and their affection. As Heathcliff says- ‘†¦ I resumed my station as a spy; because, if Catherine had wished to return, I intended shattering their great glass panes to a million fragments, unless they let her out.. ‘ This conveys that his love for Catherine is protective and possessive. If the window through which Catherine and Heathcliff first view the Lintons is a metaphor for class division, then Heathcliff vows to smash both the literal and metaphorical boundary between him and Catherine. When Catherine comes back, it is evident that her stay at the Lintons' house was the beginning of the wilting of their relationship because although she is still extremely fond of him, she has realized ‘how very black and cross' and how ‘funny and grim†¦ ‘ he appeared, and she has also realized that he is ‘†¦ so dirty†¦ ‘ Heathcliff ‘did not stand to be laughed at' and ran away. Catherine has begun to think like the Lintons, and thus begins a thaw in their love. ‘Heathcliff was hard to discover at first- if he were careless and uncared for before Catherine's absence, he had been ten times more so, since†¦ says Nelly, emphasizing the fact that Catherine had defended and protected Heathcliff in their home. Heathcliff was only cared for if she was there. When Catherine returns home her behaviour is acquired; her attitude and appearance as a ‘very dignified person' show that she has moved into a different sphere; that of the ‘genteel' Lintons. Heathcliff cannot follow her. He tries to follow her, ‘†¦ Nelly make me decent†¦ ‘ and he wants to have the effect Edgar has on Catherine: ‘I wish I had light hair and fair skin, and was dressed and behaved as well, and had a chance of being as rich as he will be†¦ Although Cathy still cares for the things she did with him during their childhood, she is still under a lot of pressure to become a lady and she is vain enough to enjoy the admiration and approval she receives from Edgar, Hindley and his wife. Just as the window separated the Wuthering heights children from the Lintons in the last chapter, a material object separates Catherine from Heathcliff. The fine dress she wears is a very real boundary between the old friends: it must be sacrificed (smudged and crumpled) if she is to embrace Heathcliff. The dress is also a metaphor for the fact that id Catherine is to associate with Heathcliff, the wildness of her character will be exposed. As Catherine is wants to enjoy both Edgar's admiration and Heathcliff's love, this leads her to ‘adopt a double character without exactly intending to deceive anyone†¦ ‘ Edgar represents the side of Catherine that satisfies her vanity and her yearning for social consequence; Heathcliff represents her natural and real emotions. Catherine has to change in order to be loved by Edgar. During one of his visits, she shows her impulsive and impetuous side when she ‘snatche[s] the cloth from [Nelly's] hand, and pinche[s] [her]' to the great shock of Edgar who only knows her as ‘a very dignified person†¦ ‘ It seems as though Catherine's love for Edgar is based on external considerations ‘†¦ you love Mr Edgar because he is handsome and young and loves you†¦ ‘ says Nelly. Her love is based on his appearance, his wealth and how he feels towards her. Her love for Heathcliff however is internal; in her heart: she loves him ‘not because he's handsome, but because he is more myself than I am. This suggests that Heathcliff represents the person who Catherine actually is whereas Edgar is who Catherine wants to be in terms of social aspirations and consequence. When Catherine tries to explain why she feels she is wrong to marry Edgar, she says she feels it ‘Here! and Here! ‘ striking ‘one hand on her forehead and the other on her breast' as she does so. This creates another metaphorical boundary, between the external and internal: Catherine's love for Edgar is based on internal qualities but her love for Heathcliff is felt within her body. Cathy's description of her love for Heathcliff shows the contrast between Linton's softness and Heathcliff's wildness: ‘Whatever our souls are made of, his and mine are the same and Linton's is as different as a moon beam from lightning or frost from fire. ‘ This is an interesting contrast as ‘moon beam' and ‘frost' are calm and beautiful images, however, they are completely opposite to ‘lightning' and ‘fire' which are both dangerous and wild things. gall, I never would have raised a hand against him†¦ I never would have banished him from her society, as long as she desired his. ‘ Correspondingly, he imagines Catherine's affection for Edgar in terms of property: ‘He is scarcely a degree dearer to her than her dog, or her horse. It is not in him to be loved like me. ‘ Material wealth has always been associated with the Lintons, so Heathcliff extends ideas of property and ownership to their emotions as well. Heathcliff's reunion with Catherine is presented as bittersweet: though passionately glad to be reunited, Catherine accuses Heathcliff of having killed her. Heathcliff warns her not to say such things when they ‘will be branded in [his] memory and eating deeper eternally' after her death. He also says that she had been at fault for abandoning him: ‘why did you betray you own heart Cathy? You deserve this†¦ ‘ This passionate scene between Catherine and Heathcliff in this chapter is probably the emotional climax of the novel though it only marks the middle of the book. It is as though they were members (who belong together) of a different species from other humans. Ellen says: ‘the two, to a cool spectator, made a strange and fearsome picture. ‘ Catherine tears Heathcliff's hair, and he leaves bruises on her arm. Later, ‘he foamed like a mad dog, and gathered her to him with greedy jealousy. ‘ ‘[Ellen] did not feel as though [she] were in the company of a member of [her] own species. ‘ What Ellen considers as bestial, the lovers would probably consider transcendent; their love sets them apart from others but in what way is open to interpretation. When Catherine dies, Bronti creates a contrast between the ways the two men react to her death. Edgar Linton had his head laid on a pillow and his eyes shut†¦ ‘ this shows that he is mourning silently and calmly but, Heathcliff ‘dashed his head against the knotted trunk, and lifting up his eyes howled not like a man but like a savage beast getting goaded to death with knives and spears†¦ ‘ This harsh diction portrays Heathcliff's pain, torment and anger at Catherine's death. Bronti uses this language to show that Catherine was Heathcliff's other half; without her (his beloved), half of his soul was missing. The comparison between Edgar's peaceful mourning and Heathcliff's declaration of love again refers to the difference of their emotions and their contrasting natures. The question of what happens after death is important in this chapter and throughout the novel; though no firm answer is given. Ellen is convinced that Catherine went to heaven, ‘where life is boundless in its duration, and love in its sympathy, joy in its fullness. ‘ Heathcliff however, cannot conceive of Catherine finding peace whilst they are still separated, or of his living without her. In the chapter before, Catherine said ‘I'm wearying to escape into that glorious world and to be always there; not seeing it dimly through tears and yearning for it through the walls of an aching heart, but really with it and in it. ‘ It is as though she had in mind a heaven that was like the moors in everyway but with the spirits of natural freedom. Eighteen years after her death, Heathcliff's continued love for Catherine's dead body paradoxically emphasizes the physical, yet non-physical nature of their relationship. This all-consuming love is revealed when he explains how he tried to dig up her body on the day she was buried. Heathcliff is pleased to see that Catherine still looks like herself after eighteen years but claims that if she had been ‘dissolved into earth or words,' he would have still been happy. His idea of heaven is to be completely united with Catherine in body, as well as in spirit and this could just as well mean to disintegrate into dust together as to be joined in the act of love. In the final two chapters, we are given an extraordinary window into Heathcliff's mind in the chapter. Whenever he looks at something, he sees Catherine in it; he hears her voice in every sound. This is Bronti's idea of true haunting, which seems to resemble madness rather than scary noises in the dark. If the ghost of Catherine is at work, she has found her home in Heathcliff's mind and her vocation is distorting his perception and his ability to communicate with the outside world. The presentation of love in the relationships between Catherine and Edgar and Catherine and Heathcliff are clearly profoundly contrasting. Heathcliff represents passion and nature, whereas Edgar represents culture. These two characteristics symbolize the duality in Cathy's own personality and it is her struggle between the two conflicting impulses that eventually consumes her. However, when Heathcliff and Edgar die and are both buried alongside Catherine, we can see how Bronti portrays that the two men will always have a place in her heart.

Co-Parenting Relationships after Divorce Free Essay Example, 750 words

The researcher states that one problem that may be there in the research method employed is the failure of women to truthfully and fully give correct answers due to fear. The limitation of this particular research design is a lack of trust by various women being interviewed such that they are unable to answer the questions asked appropriately. Thus, the answers may direct the study towards a certain aspect rather than the intended differences it seeks to uncover. For the subjects to be part of the in-depth interviews, they had to meet specific requirements that were under the inclusion criterion. The subjects were selected according to the period by which they had been separated. Specifically, it must have been more than two years. They were also selected based on the ages of their children. That is, they had to have at least one child below eighteen years of age in their residence at the time of separation. Subjects were also selected based on the number of times they had been phys ically abused by husbands they had separated with. The researchers ensured diversity in their selection by going through records of public divorces. We will write a custom essay sample on Co-Parenting Relationships after Divorce or any topic specifically for you Only $17.96 $11.86/page

Cartoons s Influence On Women s Rights Movement

Cartoons have been a prominent and interesting apparatus for politics throughout the ages. Political movements, parties, and groups using propaganda to further their beliefs dates back to the eighteenth and nineteenth century. Though America faces an austere history, lighthearted propaganda colors its decades and gives them life. Political cartoons are so widely used in America that they have become a significant piece of pop culture. Moreover, because of their ability to capture the reader’s attention, propaganda is exploited throughout politics.The cartoons are wonders of the human imagination; illustrators create comical images and intertwine profound political opinions to influence their viewer’s mind. For example, one movement that abundantly grew from propaganda was the women’s rights movement. The artists of the seemingly despised cause drew controversial cartoons that set a fire in the hearts of women all over the world. Consequently, the same cartoons i gnited a passionate war between women who wanted freedom, and those who believed that women could not handle that freedom. Through the use of colorful concepts and daring expressions, political cartoons display the influence of the women’s rights movement throughout history, while the cartoons of Anti-Feminists demonstrates the world’s reaction to the movement. The women’s rights movement utilizes political propaganda to advance its message, as political operations have done for centuries. The message called forShow MoreRelatedWomen s Rights And Suffrage Essay1322 Words   |  6 PagesI chose an article relating to the topic of women s rights and suffrage because it was a topic from my chapter in the book. I felt doing more research on the topic could make my presentation more informative and as well as having more sources to choose from. 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We exist in a state where education is a prominent force...

We exist in a state where education is a prominent force of succeeding in life. Kids learn the critical and analytical skills for twelve years in school to prepare to graduate high school, and hopes of going on to a two or four college education. Today the American education system is no longer the finest in the world. With declining test scores and poor scholastic accomplishment, individuals have addressed whether our current educational system is working for us? To see how to tackle an issue, we must first understand what we are attempting to fix. Case in point, can a carpenter without any former medical experience repair a puncture lung? Obviously not, he or she must first hold the proper schooling necessary to do such a†¦show more content†¦Teachers and schools cant be conceded to the same responsibility as different schools when there exists no fairness with them as to finances, assets, accreditations of educators, and the abilities of students. Until schools can stay on equal ground, the information gave by state directed tests is hurting our school system more than making a difference. As it is presently, schools with low state directed test scores are penalized by having their elected subsidizing cut or diminished. The state of mind is, if you happen to drop underneath proper measures, resolve it, or you are out. Just how is this functioning to help schools raise test scores? This has had a negative effect on the probability of schools to advancement. For government endorsed testing to be convenient in the school schema, to think about instructors and schools answerable for what is taught, there must be a decency fabricated first in schools. In the event that government sanctioned testing, with the circumstances and end results it makes, stays in place as our education system, assessment of obligation, then schools will keep on failing, which will ensue in a deprivation of monetary resource and they will finally have to shut down. Ghanaian diplomat who served as the seventh Secretary-General of the United Nations stated â€Å"Knowledge is power. Information is liberating. Education is the premise of progress, in every society, in every family† (Annan). As such, knowledge givesShow MoreRelatedThe Effects Of Video Games On Society1274 Words   |  6 Pageshe/she could have done this, he/she is usually such a great kid.† The number one answer is video games, while that child is locked up in their room all day playing these games, what do you think runs through their mind. â€Å"This seems fun† *Calls Friend* â€Å"YOOO, I just stole a helicopter† *Friend* â€Å"Foreal† *Child* Yeah man, that was totally fun, I should try this one day.† All of these major crimes are happening because of these first person games and parents (not knowing any better) buy these games and sayRead MoreSatire And Irony About Jacking Off And Cancer Sticks2296 Words   |  10 Pagessense of w hy i was alive, the shout and holler of Cade and that kid s brother seemed to have faded in my ears. I didn t know if it was from the sound of gunshots taking a toll on my eardrums or what but I fucking vomited in front of Cade s gang. Yooo that s fucking gross. You aight bro?. Duuuuuude. The voices just all fade quieter by the second as my vision started to blur. I passed out, face first on the pavement. Everything was just black. I woke up the following morning on the couch

Customer Engagement on Facebook Free Essays

string(96) " overcome geographical restrictions and also help the company build fan communities world-wide\." Individual Research â€Å"Customer engagement of commercial brand community on Facebook† Ms. Benchawan Phumphuengsri ID: 543-9374 iMBA Batch 3 Section 19 BP6993 Individual Research Submitted to Assistant Professor Dr. Kriengsin Prasongsukarn Graduate School of business Assumption University Submission date: 12 April 2013 Word count: †¦Ã¢â‚¬ ¦. We will write a custom essay sample on Customer Engagement on Facebook or any similar topic only for you Order Now . words Abstract The rise of the Internet in worldwide there are opportunities and challenges have emerged for marketing brands and products. In its early days, the Internet was seen as an opportunity for marketers to communicate with consumers, and even to engage the customer in two-way communications. However, consumers are becoming overcome by marketers’ attempts to engage them in relationship marketing strategies. The marketing managers and planners should apply new ideas in order to make their brand community more effective because traditional web sites are no longer motivating customers to return and interact to the site. So it is important for the marketer to find out the strategy that involves the development of a virtual community around the brand by focusing on perceived benefits such as social benefits, entertainment benefits and economic benefits to the customer by using online media and social network which are more powerful marketing tools in the current day. In addition, interactions among members can influence the selection of brands, making effective communities very important for the company. In order to get a better understanding of the important factors of community engagement behaviour, this study will show which factor lead to successful online strategies for the marketing on Facebook fan page by using Product Moment Coefficient Pearson Correlation (Bivariate) to analyse the variables and explain that how social benefits, economic benefits and entertainment benefits have a relationship on customer community engagement behaviour. Acknowledgements To complete my individual research, I would like to thank you my advisor Assistant Professor Dr. Kriengsin Prasongsukarn for all helpful advices and guidance since the beginning up to the individual research completion. Moreover I have learned many things from him during the consulting time and he motivated me to try harder to understand and apply his teaching to real practice. I would like to thank to all of my friends, iMBA section 19 for their advice and encouragement which supported me to finish this individual research. Thank you to respondents of my questionnaires. Lastly I would like to thank my family who always believe in me that I could do study and work at the same time. I hope this research will be benefits the business towards understanding ways to enhance customer engagement with their brands. Table of Contents CHATER 1†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 INTRODUCTION †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 1. 1 Background of the topic†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 1. 2 Statement of the problem†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 1. Research Objectives†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 1. 4 Scope of Research †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 1. 5 Limitations of research †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 4 1. 6 Significant of study †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 1. 7 Definition of terms †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 CHATER 2 LITERATURE REVIEW†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 2. 1 Theoretical Literature †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 5 2. 2 Related Literature Review †¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 2. 3 Summary table of findings of previous researches†¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ CHAPTER 3 RESEARCH CONCEPTUAL FRAMEWORK †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 3. 1 Theoretical Framework †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 3. 2 Conceptual Framework†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦ 12 3. 3 Research hypothesis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦.. †¦13 3. 4 Operationalization of the variables †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 14 CHAPTER 4 DATA ANALYSIS AND RESULT†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. . 15 4. 1 Method of Research †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 15 4. Source of Data †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 4. 3 Research instrument †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦. 15 4. 4 Data Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦ 16 4. 5 Summary of Hypotheses Testing †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 22 CHAPTER 5 CONCLUSION AND RECOMMENDATION. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 23 5. 1 Conclusion †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦ 23 5. 2 Recommendation †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 24 5. 3 Future Study †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 25 REFERENCE†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦. . 26 Appendix A Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 28 Appendix B Questionnaire †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 Customer engagement in a Facebook commercial brand community CHAPTER 1 INTRODUCTION 1. 1 Background of the topic The reason to select the studying community engagement behaviors in a Facebook brand community of customers is because nowadays Facebook is a very famous social-networking website that has impacts on daily life and it socially influences the people’s choices. The world is moving toward the cyber world is which internet connections are easily access and reachable for every households and businesses. This study will show how the customer community engagement behavior affects perceived benefits of the Facebook commercial brand, and user of its services and applications. We will focus on both male and female respondents who are Facebook users and fans of at last one brand on Facebook, because these people can respond to our questionnaire effectively as they already experience social-networking. The company is looking for ways to brand loyalty among customers as the brand community offers both companies and customers new ways to engage with each other. Whilst companies aim at engaging with influencing members’ perceptions, loyal customers about the brand, sharing information, and learning from and about customers (Algesheimer et al. , 2005), customers perceive value through the variety of practices that they execute offline and online (Schau et al. , 2009). Although originally, an online brand community referred to a community on the www, recently social media network has been added to companies’ marketing and brand building activities (Kaplan and Haenlein, 2010). Attracted by the great number of users of Facebook so, the creative marketing activity in Facebook brand community will draw people to participate and make the brand succeed. This study will help the firm understand more about customer engagement in the Facebook brand community. 1. 1. 2 Social Network, Facebook Over the last years, the ways people search, share information and communicate with each other has changed dramatically (Hennig-Thurau et al. , 2010). Social media networks such as Facebook, Twitter, or YouTube are playing a major role and are more important in business communication. The changes force the company and brand to focus on online services in order to create relationships to customers. Facebook allows companies several services to contact and communicate with their customers. Fan pages are a very interesting tool for companies to use. Usual characteristics of fans are self-identification as a fan, cultural competence, emotional engagement, co-production and auxiliary consumption (Kozinets et al. , 2010). The Internet brought the possibility to overcome geographical restrictions and also help the company build fan communities world-wide. You read "Customer Engagement on Facebook" in category "Papers" In practice, Facebook users can be fans of a fan page by pressing the â€Å"like-button,† then it identifies that they like this brand and will present their profiles on social network. The content and information of fan page is automatically posted to the customer is Facebook news feed, and the customer can post comments on the fan page, interact with the brand, forward offers from the page as well as the interact with other community members (Jahn and Kunz. ,2012). 1. 2 Statement of problem As a social network, Facebook has affected the social life and activity of people in several ways. With its availability on many mobile devices, Facebook allows users to continuously stay in touch with friends, relatives and other connections wherever they are in the world, as long as there is access to the Internet. It can also tie people with same interests or beliefs through groups and other pages. This study will help the company to understand more how community engagement behavior in Facebook is important to the company for implementing the technique to create company brand perception and gain market share via Facebook. In addition, engaging with the brand community in different behaviors, receive different relationship benefits, for example entertainment, may make customers more satisfied. This assumption is based on the reasoning that customers. This study will investigate how a customer engagement behavior affects consumers perceived benefits, and assume a positive relationship between the constructs. (Gummerus et al. , 2012) 1. 3 Research objectives The research objective is to study the affects of community engagement behaviour of Facebook commercial brand on perceived benefits. The company can know more insight of customer behaviour especially the company who focuses on social network marketing activities. This study will help the company create marketing and content to their page on Facebook effectively to increase perceived benefit of the brand. * To study community engagement behaviour has a positive relationship on social benefit * To study community engagement behaviour has s positive relationship on entertainment benefit * To study community engagement behaviour has a positive relationship on economic benefit 1. Scope of research The research studied the affects of community engagement behaviour on three factors of perceived benefits. The three independent variables of perceived benefits factors are social benefit, entertainment benefit and economic benefit. The respondents of this research are male and female Facebook user in Bangkok. This research result would be advantage to the marketing department of the company who has community page of their br and on Facebook they can apply more attractive activities for their members. This study will help them to monitor their Facebook fan page effectively after they understand the fact that the brand community will help a firm draws individual customers and to create relationships with those customers, and also establishing long-term relationships. 1. 5 Limitations of research There are some limitations to this study of customer community engagement behaviours of commercial brands on Facebook. The study is limited to the engagement behaviour in a Facebook commercial brand community, while customers also engage with the brand in other ways. The limitations that need to be considered are first, self-selection of respondents affects the results which may come from inactive community users. Second, the behavioural measures were reported by the respondents themselves, and do not know that the answers are from actual behaviour or not. Finally, because the findings are based on commercial brand on Facebook page and the respondent have to be both Facebook user and commercial brand community page so this will represent only some portion of target customer of the company not the whole market 1. Significant of the study The findings in this study have several implications for social media strategies, and help the company to understand why customers participate in the Facebook brand community which is important to increasing more numbers of Facebook users to become brand community members and towards develop marketing on Facebook, which is lower cost than other commercial media. Firms may want to encourage and reward consumers to become more active on the site to receive maximal perceived benefits from the community (Gummerus et al. 2012). 1. 7 Definitions of Terms Fan pages the important tool on Facebook for brand communication. The company can use to integrate and interact with the customers effectively (Dholakia et al. , 2004). Community engagement behaviour is the customer behaviour that is more value than purchasing the product or service, and can be defined as a customer’s behavioural manifestations that have a focus as motivational drivers rather than purchasing by the brand or firm (van Doorn et al. , 2010). Social benefits results from interaction among the company and consumer and mention to recognition and also friendship (Gweinner et al. , 1998). Entertainment benefits is the relaxation and fun which customer perceive and could encourage community participation (Dholakia et al. , 2004). Economic benefits refer to people joining brand communities in order to get discounts and time savings, or to take part in marketing activity campaign and competitions (Gwinner et al. , 1998). CHAPTER 2 LITERATURE REVIEW 2. Theoretical Literature Customer engagement in brand communities Customer engagement in brand communities causes the customer’s interactive experiences direct to the brand, is context-dependent, and develops consumers’ experience of brand value (Brodie et al. , 2011). Customer engagement is sometimes used to represent the highest form of loyalty (Bowden, 2009; Roberts and Alpert, 2010), but as behavioural indicator it comprises all kinds of behaviours, not only those t hat are characteristic of high degrees of loyalty (Libai, 2011; Narayandas, 1998). The customer engagement consists of five dimensions. First, customer engagement can be defined in a different ways depending on customer time, interest or preference this called customer’s resources. Second, it can generate in different of outcomes for the customer such as improvement in the service. Third, it can be different in scope and be momentary, for example on going behaviour or issuing a complaint. Fourth, it has various impact on the company both negative and positive impact. Fifth, customer can engage in the behaviours for specific purposes (van Doorn et al. , 2010). Consumers engage in a number of behaviours that tie their relationship with the brand. For example frequency of visit, buying behaviours, and intended behaviour which go beyond the traditional measure of the loyalty of the customer (Gummerus et al. , 2012). Perceived benefits of customer engagement in brand communities Before the existence of Web 2. 0, the customers did not consider social benefits important in an online context. They sought to experience trust benefit and special treatment benefit such as saving time and receiving special service rather than experience social benefit (Yen and Gwinner, 2003). The previous research studied on practical benefits which included informational and instrumental benefits (Dholakia et al. , 2004) which are often achievable through a Facebook fan page set up by the company. This study is focused on social, entertainment and economic benefits which we called perceived benefits. The reasons that people use social networking site are social connections such as keeping in touch with their friends and exchanging information such as events or gossip, (Raacke and Bonds-Raacke, 2008). In similar interest, Foster et al. 2010) found the important motivation of people to participate the social network is the perceived information value from the community and the connection to their friends. The experiential value that derives the satisfaction of the customer of using online services is entertainment (Mathwick et al. , 2001; Nambisan and Baron, 2009; Nonnecke et al. , 2006). Entertainment benefit can be expected as an important more than e-commerce in a brand community context. The Facebook fan pages spend their time with the community page such as game applications (Gummerus at al. 2012). Many previous researches also show that entertainment plays an important role as shared and consumed content on social networking sites (Sheldon, 2008; LaRose et al. , 2001). Economic benefits (Gwinner et al. , 1998) mention to people connecting brand communities because they want to get discounts and time savings, or to be a part in awards and competitions. 2. 2 Related Literature Review Brand Community The companies aim to engage with the loyal customers, influencing the member to have good perception toward the brand, distributing information and earning form and about customers (Algesheimer et al. , 2005), customer perceive value from the variety of practice that they perform online and offline (Schau et al. , 2009). An online brand community referred to a community on the World Wide Web, recently social media has been added to companies’ m arketing and brand building activities (Kaplan and Haenlein, 2010). In this study, brand community is defined as a group of people who possess a particular brand or who have a strong interest in a brand, and who are active both online and offline (Muniz and O’Guinn, 2001; Jeppesen and Frederiksen, 2006). Research on brand communities found several different dimensions, including geographic concentration, social context, size, and temporality (Dholakia et al. , 2004; McAlexander et al. , 2002). Regarding the size, Dholakia et al. , (2004) found the differences between small group-based communities and big communities in terms of motivation to join the communities. Another dimension is their temporality in communities, some are unchanging and others are short-term. The temporal stability of community members can be benefit to marketers as well as longevity associates with a long-term, stable market. Finally, geographically concentrated or scattered are considered as a dimension of communities (Hur at el. , 2011) The keys of brand community participation are hedonic and functional. Functional goals mention to information sharing among community members, while hedonic goals lead customer to have a positive experience over the interactions among the member (Holland and Baker, 2001). Regardless of which aim is established before a participation, the effect of brand community on private lives has been growing, for example over actual product consumption and purchasing, or the formation of opinions toward products or brands (Hagel and Armstrong, 1997), since they have been changing the role performed by existing reference groups (Constant et al. , 1996). The firms have begun to use brand communities for the strategic purpose of getting closer to a specific target market segment. Members of a brand community define the outline and particular community activities by the inter-relationships between members who like the same brand, and as they share information about the brand (Muniz and Schau, 2005), they set up brand-centered sub-culture (Schouten and McAlexander, 1995), which could be applied for companies’ brand-building strategies. Then, the interaction between brand communities and companies is helpful for the firms to analyse customers’ characteristics and needs more accurately, so that firms can achieve long-term customer relationships at a lower cost. . 3 Summary table of findings of previous researches. There are many researchers who studied about the customer engagement, brand community, social networking, social benefit, entertainment benefit and economic benefit. The researcher name, objective and result are as follow: Table 2. 1 Previous empirical studies CHAPTER 3 RESEARCH CONCEPTUAL FRAMEWORK 3. 1 Theoretical Framework From previous research two engagement behavioural factors were found, one being community behaviour and one being transactional behaviours as independent variables (Gummerus et al. , 2012). The variable measuring how often customers visit the page and react to the brand on Facebook. Therefore, the three constructs were social benefits, economic and entertainment benefits as mediator. The dependent variables were relationship outcome, one is satisfaction and one is loyalty. Figure 3. 1 Model of study on relationship benefits mediate the effect on customer engagement on relationship outcomes Source: Johanna Gummerus, Veronica Liljander, Emil Weman, Minna Pihlstrom, (2012),†Customer engagement in a Facebook brand community†, Management Research Review 35 (9), 857 – 877 . 2 Conceptual Framework The theoretical framework of relationship benefits mediate the effect on customer engagement on relationship outcomes (Gummerus et al. , 2012). The researcher adjusted the conceptual framework to study the relationship on customer engagement behaviour and perceived benefits as follows Figure 3. 2 Conceptual Framework There are three independent variables which are social benefit, entertainment benefit and economic benefit. The dependent variable of this conceptual framework is community engagement behaviour. . 3 Research hypothesis The hypotheses studies the relationship between customer engagement behaviour which is community engagement behaviour about the brand community on Facebook and perceived benefit which are social benefit, economic benefit and entertainment benefit and demonstrate that there is positive relationship of customer community engagement behaviour on perceived benefit for Facebook users in Thailand. Customer engagement in brand communities From previous studies, the researcher examined the customer behavioural engagement in a brand community relationship on perceived relationship benefits of Game Club in Facebook. For this study we will study a customer community engagement behaviour relationship on perceived relationship benefits of Facebook user in Thailand who are members of the commercial brand’s fan page. Perceived benefits of customer engagement in brand communities From previous studies, the researcher examined the relationship benefits mediation of customer engagement on satisfaction and loyalty of Game Club in Facebook. For this study we will research the relationship of customer community engagement behaviour and perceived benefits which are social benefit, entertainment benefit and economic benefit of Facebook user in Thailand who is fan page of the commercial brand. Hence, the hypothesized model can be summarized as shown below: H1: Community engagement behaviour has a positive relationship on social benefits. H2: Community engagement behaviour has a positive relationship on entertainment benefits. H3: Community engagement behaviour has positive relationship on economic enefits. 3. 4 Operationalization of the variables CHAPTER 4 DATA ANALYSIS AND RESULT 4. 1 Method of Research The Facebook user who is a member of the fan page of the brand on Facebook is defined as a target group to distribute the questionnaire in order to test the hypothesis. The questionnaires are available into two methods; one is online questionnaire and second is questionnaire paper. The respondent who answered the questionna ire of this study is all Thai Facebook users and also being a fan page of commercial brand on Facebook. The questionnaire combined 4 constructs which are customer community engagement behaviour construct, social benefit construct, entertainment benefit construct and economic benefit construct and consists of 23 questions which this research applied the question from the previous study base on this research objectives. 4. 2 Source of Data This research was applied from the previous study of customer engagement on Facebook. The information was collected from 208 respondents who are Facebook users and members of a commercial brand fan page and were tested to prove the hypotheses. The researcher collected data by distributed 58 questionnaires in Siam Square, Assumption University and Thai Summit Tower building in Bangkok, and posted a questionnaire online for Thai Facebook users and there is 150 respondents from online questionnaire. The date duration to collect the data is 24th February 2013 to 12th March 2013. 4. 3 Research instrument The instruments for gathering the data for the research are online questionnaire and paper questionnaire. To test the hypothesis the question paper consists of varies specific questions to measure the relationship of community engagement behaviours on three perceived benefit, social benefit, economic benefit and entertainment benefit. The questionnaires consist of four constructs. The Community engagement behaviours the perceived benefit statement was measured on a Five-point Likert scale with the anchors â€Å"Strongly agree† – â€Å"Strongly disagree†. Table 4. 1 Measurement Scale 4. 4 Data Analysis In this research, there are three types of data analysis. First, this study uses descriptive analysis to analyse the frequency and percentage of the data in screening question and demographic information. Second, this research use reliability analysis to test the reliability of each question for dependent and independent variables. Finally, this research use inferential analysis to analyse the correlation between variables by using Pearson correlation (Bivariate). Descriptive Analysis After screening question of the questionnaire from 208 respondents there are 200 respondents who are Facebook users and be a member of brand fan page and 8 respondents who are not Facebook user. The following table shows the frequency and percentage of demographic by using descriptive analysis. Table 4. 2 Screening question Facebook user From table 4. 2 of 208 respondents, we found 200 respondents are Facebook users 96. 2% (200) and 3. 8% (8) are not Facebook user. Brand fan page on Facebook From table 4. 2, after the first screening question we got 200 respondents who are members of a brand fan page on Facebook. Frequency of visit fan page From the table 4. 2, the highest percentage of visits to brand fan page on Facebook of the respondents is 1-3 times per week and the lowest percentage is once a month or seldom. There are 37. 5% (75) of respondents who visit 1-3 times per week, 29. 5% (59) of visit daily, 20% (40) of 4-6 times per week, 7% (14) of 2-3 times per month and 6% (12) of once a month or seldom. Table 4. 3 Demographic information Factor of Gender From the table 4. 2, the highest percentage of respondents was female. There are 56. 5% (113) of female respondents and 43. 5% (87) of male respondents. Factor of Age From the table 4. 2, the highest percentage of respondents was age 25-29 years old and the lowest percentage is age below 20 years old. There are 69% (138) of age 25 to 29 years old, 16% (32) of age 21 to 24 years old, 12. 5% (25) of age 30 and above and 2. 5% (5) of age below 20 years old. Factor of education level From the table 4. 2, the highest percentage of respondents was college/university level and the lowest percentage is high school level. There are 66. 5% (133) of college/university level, 31. 5% (63) of advance degree level and 2% (4) of high school level. Table 4. 4 The Analysis of Descriptive statistics of constructs by using Average Mean and Standard Deviation Reliability Analysis The purpose of testing the reliability is to measure the question of each variable by using Cronbach’s Coefficient Alpha test. The results of each variable are as follows: Table 4. 5 The reliability Analysis of Research Instrument From table 4. 5, the results show that the reliability of all variables is greater than . 6 so all questions are reliable to use for this study. Inferential Analysis There are 3 independent variables which are social benefit, entertainment benefit and social benefit to analyse the relationship with community engagement behaviour by using Coefficient Pearson Correlation (Bivariate). Each independent variable has a positive relationship to community engagement behaviour and significant value is less than 0. 01 which means all hypotheses are fail to reject (supported). Hypothesis 1: Community engagement behaviour has a positive relationship on social benefits. Table 4. 6 The Analysis of relationship between Community engagement behaviour and Social benefit As the result in table 4. 6, the sig. is equal to . 000 which is less than . 01 (. 000 . 01). It means that null hypothesis is rejected. Then there is a relationship between community engagement behaviour and social benefit at the . 01 significant level. At . 260, it means that there is a weak positive relationship between community engagement behaviour and social benefit. It can conclude that two variables move to the same direction or if the customer has high community engagement behaviour their perceived social benefit is high. Hypothesis 2: Community engagement behaviour has a positive relationship on entertainment benefits. Table 4. 7 The Analysis of relationship between Community engagement behaviour and Entertainment benefit As the result in table 4. 7, the sig. is equal to . 011 which is less than . 05 (. 011 . 05). It means that null hypothesis is rejected. Then there is a relationship between community engagement behaviour and social benefit at the . 05 significant level. At . 180, it means that there is weak positive relationship between community engagement behaviour and entertainment benefit. It can conclude that two variables move to the same direction or if the customer has a high community engagement behaviour their perceived entertainment benefit is high. Hypothesis 3: Community engagement behaviour has a positive relationship on economic benefits. Table 4. 8 The Analysis of relationship between Community engagement behaviour and economic benefit As the result in table 4. 8, the sig. is equal to . 000 which is less than . 01 (. 000 . 01). It means that null hypothesis is rejected. Then there is a relationship between community engagement behaviour and social benefit at the . 01 significant level. At . 257, it means that there is a weak positive relationship between community engagement behaviour and economic benefit. It can conclude that two variables move to the same direction or if the customer has high community engagement behaviour their perceived economic benefit is high. 4. 5 Summary of Hypotheses Testing There are three hypothesis of this research to test relationship between independent variables that are social benefit, entertainment benefit and economic benefit and dependent variable that is community engagement behaviour of a brand fan page on Facebook by using Product Moment Correlation Coefficient. Table 4. 9 Summary of Hypotheses Testing The result from these hypothesis state that perceived benefit which are social benefit, entertainment benefit and economic benefit are important factor of customer engagement. All hypotheses are supported and positive related to customer engagement behaviour. CHAPTER 5 CONCLUSION AND RECOMMENDATION 5. 1 Conclusion The findings in this study have practical implications for marketing practices. First of all, there is a positive relationship between community engagement behaviour and perceived benefit that are social benefit, entertainment benefit and economic benefit. The effectiveness of creating marketing on a Facebook fan page of the company can increase the customer engagement successfully. Second, the more customers interact to the brand on Facebook the more they perceive social benefit, entertainment benefit and conomic benefit. This research found that social benefit has the strongest relationship toward community engagement behaviour. The customers are likely to interact with the brand because they like to exchange information and experience and community with people who has the same interest. Entertainment benefit is also has a relationship to the community engagement behaviour when the customer has high attention to the brand fan page on Facebook can be indicate that they perceive the entertainment benefit value. There is a high customer engagement level when the entertainment benefits that the customers perceive are high. The study also found that the relationship of economic factor and customer engagement behaviour is positive so the interactive of customer toward the brand on Facebook is high when the customer perception of the economic factors is high. The important role of developing brand community on Facebook of the company should make every effort to actively manage social, economic and entertainment benefit respectively in order to engage the customer on online communities successfully. . 2 Recommendation A significant issue of great interest to the brand is how participants in online communities become associated with a brand over time. The building of online communities is supposed to be an effective means of marketing communication which create multiple benefits; for example, improving brand awareness and target marketing. The providing of social, economic and entertainment benefi t to online communities will encourages community members to jointly engage to the company effectively. As Facebook became a successful tool of the companies to promote the brand and create customer relationship online and widely broadcast as there is the largest number of user in social media network so, the companies should focused on creating their brand community on Facebook by developing the factors of social, economic and entertainment benefit in order to get customer attention and interaction toward the brand and go beyond the transaction then it can generate loyalty of the brand successfully. 5. 3 Future Study For this study we focused on the customer community engagement behaviour of ommercial brand on Facebook for and as the brand communities in social media increases on customer behaviour towards multiple community sites so the next research we can study about the customers engagement behaviour towards other social media brand communities, and compare what are the important factors of customer who joins these communities. Moreover we can study the differences of customersâ⠂¬â„¢ point of view between the Facebook brand communities and other popular online brand communities such as Twitter, You Tube and Instagram to find out whether customers engage in both, or they prefer using one over the other social media network. Finally, we can study customer’s engagement in different behaviours such as transactional behaviour and find out their expectations on the online communities. REFERENCE Algesheimer, R. , Dholakia, U. M. and Herrmann, A. (2005), â€Å"The social influence of brand community: evidence from European car clubs†, Journal of Marketing, 69,19-34. Brodie, R. J. and Hollebeek, L. D. (2011), â€Å"Advancing and consolidating knowledge about customer engagement†, Journal of Service Research, 14 (3), 283-4. Constant, D. , Sproull, L. and Kiesler, S. 1996), â€Å"The kindness of strangers: the usefulness of electronic weak ties for technical advice†, Organization Science, 7 (2), 119-35. Dholakia, U. 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Appendix A: Data Analysis FREQUENCY AND DESCRIPTIVE Demographic Gender: Gender| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Male| 87| 43. 5| 43. 5| 43. 5| | Female| 113| 56. 5| 56. 5| 100. 0| | Total| 200| 100. 0| 100. 0| | Age: Age| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Below 20| 5| 2. 5| 2. 5| 2. 5| | 20 – 24| 32| 16. 0| 16. 0| 18. 5| | 25 – 29| 138| 69. 0| 69. 0| 87. 5| | 30 and above| 25| 12. 5| 12. 5| 100. 0| | Total| 200| 100. | 100. 0| | Educati on: Education| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| High school| 4| 2. 0| 2. 0| 2. 0| | College/University| 133| 66. 5| 66. 5| 68. 5| | Advance degree| 63| 31. 5| 31. 5| 100. 0| | Total| 200| 100. 0| 100. 0| | Visit fan page on Facebook: Visit times| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Once a month or more seldom| 12| 6. 0| 6. 0| 6. 0| | 2-3 times per month| 14| 7. 0| 7. 0| 13. 0| | 1-3 times per week| 75| 37. 5| 37. 5| 50. 5| | 4-6 times per week| 40| 20. 0| 20. 0| 70. 5| | Daily| 59| 29. 5| 29. 5| 100. 0| | Total| 200| 100. 0| 100. 0| | Descriptive Statistics| N| Minimum| Maximum| Mean| Std. Deviation| Read| 200| 1| 5| 4. 08| . 953| Like| 200| 1| 5| 3. 02| 1. 149| Write| 200| 1| 5| 2. 44| 1. 226| Because I want to get to know other commercial brand community members| 200| 2| 5| 4. 09| . 775| To provide information to other brand community members| 200| 2| 5| 4. 04| . 693| To share my ideas with other commercial brand community members| 200| 2| 5| 4. 01| . 716| Because I want to stay in touch with other brand community members| 200| 2| 5| 4. 03| . 698| To help other community members| 200| 2| 5| 3. 83| . 751| To feel needed by brand or other community members| 200| 1| 5| 3. 8| . 843| To get help from other community members| 200| 2| 5| 3. 91| . 727| To get entertained| 200| 1| 5| 3. 81| . 861| To relax| 200| 1| 5| 3. 81| . 835| To pass time when I am bored| 200| 2| 5| 3. 80| . 837| To get bonuses| 200| 2| 5| 3. 90| . 874| To get better service| 200| 1| 5| 3. 60| . 972| To get fast responses| 200| 1| 5| 3. 63| . 979| To participate in brand activity| 200| 1| 5| 3. 73| . 868| Valid N (listwise)| 200| | | | | RELIABILITY Customer community engagement behavior Reliability Statistics| Cronbach’s Alpha| N of Items| .933| 3| Social benefits Reliability Statistics| Cronbach’s Alpha| N of Items| 883| 7| Entertainment benefits Reliability Statistics| Cronbach’s Alpha| N of Items| .889| 3| Econo mic benefits Reliability Statistics| Cronbach’s Alpha| N of Items| .839| 4| INFERENTIAL ANALYSIS Relationship between Customer engagement behavior and Social benefits Correlations| | MeanCEB| MeanSB| MeanCEB| Pearson Correlation| 1| . 260**| | Sig. (2-tailed)| | . 000| | N| 200| 200| MeanSB| Pearson Correlation| . 260**| 1| | Sig. (2-tailed)| . 000| | | N| 200| 200| **. Correlation is significant at the 0. 01 level (2-tailed). | Relationship between Customer engagement behavior and Entertainment benefits Correlations| MeanCEB| MeanETB| MeanCEB| Pearson Correlation| 1| . 180*| | Sig. (2-tailed)| | . 011| | N| 200| 200| MeanETB| Pearson Correlation| . 180*| 1| | Sig. (2-tailed)| . 011| | | N| 200| 200| *. Correlation is significant at the 0. 05 level (2-tailed). | Relationship between Customer engagement behavior and Economic benefits Correlations| | MeanCEB| MeanECB| MeanCEB| Pearson Correlation| 1| . 257**| | Sig. (2-tailed)| | . 000| | N| 200| 200| MeanECB| Pearson Correlati on| . 257**| 1| | Sig. (2-tailed)| . 000| | | N| 200| 200| **. Correlation is significant at the 0. 01 level (2-tailed). | APPENDIX B: QUESTIONNAIRE Customer Engagement in a Facebook brand community IBM Business Research Methodology (BP 6902) Master of Business AdministrationAssumption University ————————————————- ————————————————- As part of our Master Degree studies, we are in need of collecting some data that Customer Engagement in a Facebook brand community. It will be highly appreciated if you could spend few minutes with us to complete this questionnaire. Your information will be kept as confidential and this only we use for our research purpose. Thank you very much for your cooperation. Part I: Screening Question 1. Do you have Facebook account? ( ) YES ( ) NO ( ) 2. Are you a fan of fan page of brand community on Facebook? ( ) YES ( )If yes, please go to the next Question ( ) NO ( )If no, end of questionnaire ( ) 3. How often you visit commercial brand community fan page on Facebook? Daily ( ) 4-6 times per week(4-6 ) 1-3 times per week(1-3 ) 2-3 times per month (2-3 Once a month or more seldom (1 ) Part II: Measurement of Dependents Variables 1. Customer community engagement behavior (is defined as a Facebook user’s interact to the brand on Facebook fan page) Statements began with: I am a Facebook commercial brand community 5= strongly agree, 4 = agree, 3= neutral, 2= disagree, and 1= strongly disagree 5 = , 4 = , 3 = , 2 = 1 = 1)You are regularly read message of the brand on Facebook fan page 5| 4| 3| 2| 1| 2) You are regularly press like message of the brand on Facebook fan page | 5| 4| 3| 2| 1| 3) You are regularly write comment of the bra nd on Facebook fan page | 5| 4| 3| 2| 1| Part III: Measurement of Independent Variables 2. Social benefit (is defined as a Facebook user’s perception toward social benefit) Statements began with: I am a Facebook commercial brand community 5= strongly agree, 4 = agree, 3= neutral, 2= disagree, and 1= strongly disagree 5 = 4 = , 3 = , 2 = 1 = 1)Because I want to get to know other commercial brand community members | 5| 4| 3| 2| 1| 2) To provide information to other brand community members | 5| 4| 3| 2| 1| 3) To share my ideas with other commercial brand community members | 5| 4| 3| 2| 1| 4) Because I want to stay in touch with other brand community members 5| 4| 3| 2| 1| 5) To help other community members | 5| 4| 3| 2| 1| 6) To feel needed by brand or other community members | 5| 4| 3| 2| 1| 7) To get help from other community members | 5| 4| 3| 2| 1| 3. Entertainment benefit (is defined as Facebook user’s perception toward entertainment benefit ) 5= strong ly agree, 4 = agree, 3= neutral, 2= disagree, and 1= strongly disagree 5 = , 4 = , 3 = 2 = 1 = 1) To get entertained | 5| 4| 3| 2| 1| 2) To relax | 5| 4| 3| 2| 1| 3) To pass time when I am bored | 5| 4| 3| 2| 1| 5 Economic benefit (is defined as Facebook user’s perception toward Economic benefit) 5= strongly agree, 4 = agree, 3= neutral, 2= disagree, and 1= strongly disagree 5 = , 4 = , 3 = , 2 = 1 = 1) To get bonuses | 5| 4| 3| 2| 1| 2) To get better service | 5| 4| 3| 2| 1| 3) To get fast responses | 5| 4| 3| 2| 1| 4) To participate in marketing activity campaign | 5| 4| 3| 2| 1| Part IV: Demographic 1. Gender Male  Ã‚   ( )Female ( ) 2. Age Below 20  ( 20 )20-24 25-29  Ã‚   30 and above (30 ) 4. What is your education level? Middle School   High School College/University Advance Degree — Thank You for Your Time — How to cite Customer Engagement on Facebook, Papers