SATISFACTION OF CONTENT ON FACEBOOK LIVE TOWARD BRAND LOYALTY: STUDY CASE WORKPOINT ENTERTAINMENT FANPAGE

Abstract

The objectives of this study are: 1) To study content satisfaction on Workpoint entertainment fanpage Facebook live’s  2) To study brand loyalty of Workpoint entertainment fanpage and 3) To study influence between content satisfaction on Workpoint entertainment fanpage Facebook live’s and brand loyalty. Questionnaires were used to collect data from the sample of Facebook users who viewed Workpoint entertainment fanpage Facebook live’s, both male and female, aged 17-52 years, and live in Bangkok. 129 samples were collected and data were analyzed by multiple regression.  Results showed the most of the samples were female, aged 29-34 years, viewed most is The Mask Singer via smartphone. The samples were most satisfied by entertain content and host. In terms of behavioral loyalty samples will return to view facebook live on Workpoint entertainment fanpage, attitude loyalty samples were happy while viewed Workpoint entertainment fanpage Facebook live’s. The Multiple Regression Analysis found that satisfaction of content and presentation in gameshow are influencing the brand loyalty. While satisfaction of presentation in singing contest is the only factor that influencing the brand loyalty to Workpoint Entertainment Fanpage.