Abstract

In this study, adopting the “Communication Effect Model by Empathy (Revised Form)”, why empathy occurs and what kind of communication effects empathy produces were analyzed empirically. Empathy consists of three factors of tie strength, perspective taking and homophily. The findings obtained are as follows:

• Entertainment has a direct positive influence on acceptance-diffusion and trust-satisfaction. For empathy, it greatly influences as the total effects. Issue setting has a direct influence on tie strength and perspective taking, and it also is a major occurrence factor in terms of total effects. Utility positively influences the three factors.

• Tie strength positively influences perspective taking and homophily and also acceptance-diffusion directly. Perspective taking influences homophily and acceptance-diffusion, and homophily influences acceptance-diffusion.

• Acceptance-diffusion is influenced positively by the three factors, and it also influences trust-satisfaction.

Additionally, focusing on first-place Tokyo Disney Resort and second-place ANA. Japan in the annual ranking of Facebook corporation/brand pages, the difference between the two brands was examined in detail by Simultaneous Analysis of Several Groups.

Furthermore, the four groups of Critics, Collectors, Joiners and Spectators defined by Groundswell were individually divided into two sub-groups of high and low participating degree, and the difference between those two sub-groups was examined.