English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113303/144284 (79%)
Visitors : 50807834      Online Users : 811
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/103459


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/103459


    Title: 從意見領袖到影響者：談網路時代的影響力行銷
    Other Titles: From Opinion Leaders to Influencers: the Influencer Marketing of Internet Era
    Authors: 邱淑華
    Chiu, Shu-Hwa
    Keywords: 意見領袖;親身影響;影響者;影響力行銷
    opinion leaders;personal influence;influencer;influencer marketing
    Date: 2012-01
    Issue Date: 2016-11-07 15:44:48 (UTC+8)
    Abstract: 社交網絡與微網誌在日常生活應用愈見普及，傳統仰賴大眾媒介傳送商品訊息的公關與行銷概念，也在成本預算與執行成效受到挑戰。而從網路溝通發展出來的「口碑行銷」和「病毒行銷」，除能降低成本縮短時間，更可有效與目標公眾產生連結。然而兩者共同焦點，皆隱然指向行銷操作成功與否，關鍵在於少數主動者願意透過人際關係網絡傳送訊息，因此如何策動這群「影響者」擴散行銷訊息，乃成為「影響力行銷」核心。為深化理論思考，本研究從「兩級傳播」的「意見領袖」概念出發，扣連訊息流通過程的「親身影響」，以及「口碑」和「病毒」等行銷操作，來釐清「影響者」的角色意涵，進而將線性的影響力行銷，轉化為環狀思考模式。另外並透過實際案例，嘗試擴充思考層次，亦即「影響者」除了是掌握和散佈資訊能力較佳的個體，也可能是科技衍生的虛擬人物，雖不具真實身份，但同樣卻具有影響力。
    As social media network and micro blogging are getting more and more popular in our daily life, the traditional public relations and marketing ideas of relying on mass media sending information are challenged regarding cost, budget and execution possibility. `Word-of-mouth marketing` and `virus marketing`, stemmed from Internet Communication, can not only effectively reduce the campaign time and cost, but also efficiently contact the target audiences. Both of them guide us to the key of successful marketing - the influencers, who are willing to send out information thorough personal network. Therefore, how to motivate these influencers to spread information leads to the core of Influencer Marketing. With regard to theory construction, this research reviewed the theories of `two-step flow of communication` and `opinion leaders`, and then further linked the concepts of the `personal influence,` word-of-mouth, and virus marketing to clarify the roles of influencers, extending the liner model of influencer marketing to the circular model of influencer marketing. This research also brought in real cases to demonstrate how the virtual characters can be categorized as a type of influencers.
    Relation: 廣告學研究, 37, 33-51
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML2907View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback