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This study examined the influence of different message strategies (direct vs. indirect) on user responses (Like, Comment, Share) between high-involvement and lowinvolvement brands. A total of 714 Facebook messages posted by four brands were analyzed. The results showed that: (1) Highand low-involvement brands manage Facebook fan pages differently. High-involvement brands use direct message strategies more than indirect message strategies on their Facebook fan pages. In contrast, lowinvolvement brands use indirect message strategies more frequently; (2) Highand lowinvolvement brands provide different types of content in their Facebook posts. The results are partially consistent with findings from previous research that direct message strategies are more effective for high-involvement brands, whereas indirect message strategies are more effective for low-involvement brands. However, for low-involvement brands, there was no difference in user responses, depending on the type of message strategy; (3) There is an interaction between message strategy types and the levels of brand involvement on the number of shares, but not on the number of likes or comments. This study concludes with theoretical and practical implications of the findings, as well as limitations and suggestions for future research.

The effects of brand involvement and message strategy on user responses on Facebook brand pages