Özet:

Businesses mostly use Facebook brand pages to reach users online. Fashion brands are at first place among the mostly liked brand pages by consumers. In this study, the effects of intend in purchasing and consumer’s word of mouth by Facebook page designs which are created by the fashion brands operating in Turkey have been studied. In this frame, consumers’ fashion involvement levels (low, medium, high), and brand pages’ content properties (entertaining, informative, rewarding, interactive) have been surveyed. Data came from online surveys filled by 394 fashion brand page users. The results show that entertaining contents are more effective in increase word of mouth; and rewarding contents are more effective on intend of purchase. 

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