Ticket-purchase behavior under the effects of marketing campaigns on facebook fan pages

Facebook consists of more than 80% of the individuals using instant messaging and social networking in the West. The Facebook fan page is an efficient way to interact with fans in order to enhance customer loyalty (fan engagement). This study analyzed regional ticket purchase behavior associated with marketing campaigns on Facebook with a focus on fan pages. We found that Facebook fan pages differ regionally with regard to their effect on the exhibition market in Taiwan. These findings provide a valuable resource in the accurate and marketing of events using social media in Taiwan.