This research aims to investigate the impact of brand page characteristics (i.e., interactivity, content quality) on customer engagement. Additionally, this research also examines the moderating effects of brand community involvement and comedy production content. This research framework is developed from the S – O – R framework and literature of customer engagement. The sample of 281 valid respondents who followed brand pages on Facebook is obtained. Partial least square and ANOVA are used to analyze the empirical data. The findings reveal that brand page interactivity and content quality have positive influences on customers’ affection and cognitive processing, which positively influence actual behavior. Additionally, the moderating effects of brand community involvement and comedy production content are investigated. Based on the results, both theoretical and practical implications are suggested to improve online brand management.

中文翻译：

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品牌页面特征对客户品牌参与的影响：社区参与和喜剧制作内容的调节作用

本研究旨在调查品牌页面特征（即交互性、内容质量）对客户参与度的影响。此外，这项研究还考察了品牌社区参与和喜剧制作内容的调节作用。该研究框架是从 S – O – R 框架和客户参与文献发展而来的。获得了 281 名在 Facebook 上关注品牌页面的有效受访者的样本。偏最小二乘和方差分析用于分析经验数据。研究结果表明，品牌页面交互性和内容质量对客户的情感和认知加工有积极影响，从而对实际行为产生积极影响。此外，还研究了品牌社区参与和喜剧制作内容的调节作用。根据结果​​，