Abstract:
This research aims to analyze the exposure to “Love and Producer” mobile game’s Facebook Fanpage, consumers’ motivation, and loyalty. The research explores the relationship between the exposure to Love and Producer’s Facebook Fanpage and consumers’ motivation, as well as the relationship between consumers’ motivation and their loyalty. This quantitative research was conducted through an online survey which collected data from 200 female respondents, aged between 18 and 50 years old from all over the world in which 49% of the respondents are American.
The results from the study reveals that respondents most frequently see photo post (M = 4.45) followed by text post (M = 3.95) from Love and Producer’s Facebook Fanpage. Moreover, the respondents most agreed that they are motivated to play Love and Producer due to Realistic motivation (M = 3.80) with the most prioritized individual motivation being “I want to fall in love with my favorite characters” (M = 4.01). In terms of loyalty toward Love and Producer, the respondents were equally likely to continue to play (M = 4.29) as they are to recommend the game to others (M = 4.23). The results of this research also confirmed that there is a positive correlation (r = 0.285) between exposure to Love and Producer’s Facebook Fanpage and consumers’ motivation, and a positive correlation (r = 0.340) between the consumers’ motivation and their loyalty.
