CHAPTER 6: CONCLUSION
6.2 R ESEARCH C ONTRIBUTIONS
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Some indicators in our study are about information, which is very important and confidential to enterprises and related to the competitive ability within the industry. It is hard to get such information from public data or via
school-to-work program and without this information we can hardly build dependent variables. Moreover, we cannot verify some of our hypotheses. As a suggestion, researchers could obtain such information from corporations with high-level managers and do related researches via case studies or interviews.Distinguishing between pure dependent variables from other factors is very important to ensure the efficiency of statistical analysis. There are dozens of other factors that will affect the research-dependent variables. We could not distinguish the independent variable from other factors in our research. We assumed that there is a pure relationship between fan numbers and other dependent variables and ignored other factors that may affect dependent variables, but this method may reduce the accuracy of the statistical results of our research. We suggest researchers who may be interested in this field to distinguish the variables by scientific method before statistical analysis.
6.2 Research Contributions
Although we cannot verify all the hypotheses we explored in this paper, we still built four-stage researches and brought contributions in two aspects. First, the
academic contribution of this research is that we put much time and effort into
studying large amount of literatures, and analyzed, and compared the points at issue and built a complete, exact research model. In addition, we studied the indexes in the market and filtered the financial items in consolidate annual report of enterprises and found suitable indicators to measure our research. Although we do not verify all of the hypotheses in our research, we provide a clear viewpoint and contribute to an integral research model in the social-network field, which helps researchers who may be interested in this topic.Second, this study has provided new insights for fan-page management. We clarify the doubts of running Facebook fan pages and the finding of this research gives enterprises the following suggestions on managing fan pages: It is feasible that enterprises provide products or services with low-product prices, short-product durability, or low-customer involvement to manage their Facebook fan pages for enhancing customer growth and intensifying customer loyalty.
6.3 Further Study
Our study has collected all the factors of the benefits and tested them, and proposed suggestions on managing Facebook fan pages. For enterprises, the
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executives see their rivals that use information for competitive advantage. These executives recognize the need to become directly involved in the management of new technology (Porter & Millar, 1985). Enterprises have understood how important social networking is and have used it as a channel or tool to help themselves. Therefore, social networks are compatible needs for enterprises but not compatible advantages for them.
Although we verified some hypotheses in our study and found some trends for enterprises to manage fan pages, there are some hypotheses we could not verify. In the future, researchers who are interested in the social-networks field could refer to our suggestions to overcome limitations and base a research model that would complete our research. Moreover, the Facebook time line is a new function that has only been launched recently. For every event or activity, time is an important factor that lets us know the history of enterprises and it is much easier to connect the events with the market, society, and circumstances. With a time line, researchers could obtain more information in order to do more research.
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Appendix - 2011 Fortune 500 Enterprises
Fortune 500 enterprises
Facebook fan page operation (High, Low)
AmerisourceBerge Low Yes Yes
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Costco Wholesale Low Yes Yes
Marathon Oil Low Yes Yes
Home Depot Low Yes Yes
Pfizer Low Yes Yes
Walgreen Low Yes Yes
Target High Yes Yes
Medco Health Solutions
Low Yes Yes
Apple Low Yes Yes
Boeing Low Yes Yes
State Farm Insurance Cos.
Low Yes Yes
Microsoft High Yes Yes
Archer Daniels Midland
Low Yes Yes
Johnson & Johnson Low Yes Yes
Dell High Yes Yes
WellPoint Yes Yes
PepsiCo High Yes Yes
United Technologies
Low Yes Yes
Dow Chemical Low Yes Yes
MetLife Low Yes Yes
Best Buy High Yes Yes
United Parcel Service
Low Yes Yes
Kraft Foods Low Yes Yes
Lowe's Low Yes Yes
INTL FCStone Low Yes Yes
Lockheed Martin Low Yes Yes
Merck Low Yes Yes
Goldman Sachs Group
Low Yes Yes
Express Scripts Low Yes Yes
Intel High Yes Yes
Sears Holdings Low Yes Yes
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Delta Air Lines Low Yes Yes
Allstate Low Yes Yes
HCA Holdings Low Yes Yes
American Express High Yes Yes
Google High Yes Yes
Tyson Foods Low Yes Yes
Philip Morris International
Low Yes Yes
Time Warner Low Yes Yes
Oracle Low Yes Yes
3M Low Yes Yes
Deere Low Yes Yes
Plains All
American Pipeline
Low Yes Yes
Rite Aid Low Yes Yes
Massachusetts Mutual Life Insurance
Low Yes Yes
Publix Super Markets
Low Yes Yes
CHS Low Yes Yes
Raytheon Low Yes Yes
International Paper Low Yes Yes
Travelers Cos. Low Yes Yes
Macy's Low Yes Yes
Staples Low Yes Yes
Tech Data Low Yes Yes
DirecTV Low Yes Yes
McDonald's High Yes Yes
Northwestern Mutual
Low Yes Yes
Murphy Oil Low Yes Yes
United Continental Holdings
Low Yes Yes
Eli Lilly Low Yes Yes
Motorola Solutions High Yes Yes
Hartford Financial Low Yes Yes
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Colgate-Palmolive Low Yes Yes
Next Era Energy Low Yes Yes
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First Data Low Yes Yes
Xcel Energy Low Yes Yes
Paccar Low Yes Yes
Unum Group Low Yes Yes
Progress Energy Low Yes Yes
Praxair Low Yes Yes
KBR Low Yes Yes
Genworth Financial
Low Yes Yes
SunTrust Banks Low Yes Yes
Guardian Life Ins.
Co. of America
Low Yes Yes
Ameriprise Financial
Low Yes Yes
R.R. Donnelley &
Sons
Low Yes Yes
Parker Hannifin Low Yes Yes
Peter Kiewit Sons' Low Yes Yes
Jacobs Engineering Group
Low Yes Yes
Western Digital Low Yes Yes
Oshkosh Low Yes Yes
State Street Corp. Low Yes Yes
Nordstrom Low Yes Yes
Liberty Global Low Yes Yes
KKR Low Yes Yes
Williams Low Yes Yes
Limited Brands Low Yes Yes
Applied Materials Low Yes Yes
Newmont Mining Low Yes Yes
Norfolk Southern Low Yes Yes
GameStop Low Yes Yes
Chesapeake Energy Low Yes Yes
Huntsman Low Yes Yes
C.H. Robinson Worldwide
Low Yes Yes
Tenet Healthcare Low Yes Yes
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Principal Financial Low Yes Yes
eBay High Yes Yes
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Regions Financial Low Yes Yes
Kinder Morgan Low Yes Yes
Owens & Minor Low Yes Yes
Republic Service Low Yes Yes
Visa Low Yes Yes
Western Refining Low Yes Yes
Gilead Sciences Low Yes Yes
Ball Low Yes Yes
Crown Holdings Low Yes Yes
Family Dollar Stores
Low Yes Yes
Ross Stores Low Yes Yes
Bed Bath &
Beyond
Low Yes Yes
Boston Scientific Low Yes Yes
Global Partners Low Yes Yes
Estée Lauder Low Yes Yes
Sherwin-William Low Yes Yes
Enbridge Energy Partners
Low Yes Yes
VF Low Yes Yes
CarMax Low Yes Yes
Campbell Soup Low Yes Yes
Ameren Low Yes Yes
Masco Low Yes Yes
Hertz Global Holdings
Low Yes Yes
Becton Dickinson Low Yes Yes
Henry Schein Low Yes Yes
Thrivent Financial for Lutherans
Low Yes Yes
Visteon Low Yes Yes
Quest Diagnostics Low Yes Yes
Cablevision Systems
Low Yes Yes
AutoZone Low Yes Yes
Stryker Low Yes Yes
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Winn-Dixie Stores Low Yes Yes
Hormel Foods Low Yes Yes
Fifth Third Bancorp
Low Yes Yes
Eastman Kodak Low Yes Yes
W.W. Grainger Low Yes Yes
Autoliv Low Yes Yes
OfficeMax Low Yes Yes
Dover Low Yes Yes
Darden Restaurants Low Yes Yes
Charter
Communications
Low Yes Yes
Century Link Low Yes Yes
Pepco Holdings Low Yes Yes
Shaw Group Low Yes Yes
Goodrich Low Yes Yes
Peabody Energy Low Yes Yes
Sonic Automotive Low Yes Yes
AGCO Low Yes Yes
Dole Food Low Yes Yes
Las Vegas Sands Low Yes Yes
Broadcom Low Yes Yes
SLM Low Yes Yes
Owens-Illinois Low Yes Yes
Mosaic Low Yes Yes
Coca-Cola Enterprises
Low Yes Yes
Eastman Chemical Low Yes Yes
Calpine Low Yes Yes
Corning Low Yes Yes
Energy Transfer Equity
Low Yes Yes
Fortune Brands Low Yes Yes
AECOM Technology
Low Yes Yes
Weyerhaeuser Low Yes Yes
Interpublic Group Low Yes Yes
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Precision Castparts Low Yes Yes
MasterCard Low Yes Yes
Clorox Low Yes Yes
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Northeast Utilities Low Yes Yes
SPX Low Yes Yes
Erie Insurance Low Yes Yes
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Insight Enterprises Low Yes Yes
Alliant
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Sealed Air Low Yes Yes
Charles Schwab Low Yes Yes
RadioShack Low Yes Yes
Centene Low Yes Yes
Host Hotels &
Resorts
Low Yes Yes
NYSE Euronext Low Yes Yes
Levi Strauss Low Yes Yes
NuStar Energy Low Yes Yes
Ruddick Low Yes Yes
D.R. Horto Low Yes Yes
Seaboard Low Yes Yes