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    題名: 使用網紅與名人行銷予消費者感官差異及影響
    The Differences and Effects in Leveraging Social Influencers and Celebrities Endorsements to Build Cosmetic Brands
    作者: 宋靖雅
    Sung, Ching-Ya
    貢獻者: 洪順慶
    Horng, Shun-Ching
    宋靖雅
    Sung, Ching-Ya
    關鍵詞: 網紅
    藝人
    名人代言
    感官差異
    化妝品
    Social Media Influencer
    Celebrity
    Endorsement
    Consumer Perception
    Cosmetics
    日期: 2019
    上傳時間: 2019-09-05 17:33:16 (UTC+8)
    摘要: 本篇論文探討美妝企業應當如何衡量及區別使用傳統藝人亦或是網紅作為代言所於消費者感官上的差異。內文將用其發現延伸針對各面向提出建議，包括：(1) 如何於目標受眾進行溝通、(2) 如何提升品牌創新、(3) 如何提升消費者滿意度、(4) 如何建議良好的品牌形象。選擇正確的藝人或網紅代言將導出不同程度及層面的效益，而品牌應當綜合評估欲傳遞的訊息以及產品特質進行判別。
    This dissertation is to examine how companies can use beauty bloggers or international celebrities to promote cosmetics brand to achieve different objectives including: (1) reach target market, (2) promote innovation, (3) enhance customer satisfaction, (4) establish brand image. It is vital that the brand find a way to market the product or service authentically while staying true to the brands’ vision and goal and resonate with the right consumers. Upon selecting the best fit marketing method, the brand should also evaluate thoroughly regarding the desired perceived product qualities by the consumer including example qualities listed in this study.
    參考文獻: Alsmadi, S. (2006) “The Power of Celebrity Endorsement in Brand Choice Behaviour: An Empirical Study of Consumer Attitudes”, Journal of Accounting, Business & Management, 13, pp. 69-84, Business Source Complete, EBSCOhost

    Awata, K. (2010). “An exploration of the impact of social media on branding strategies” (from http://www.kentarohawata.com/blog)

    Barbara Casabianca. (2016), “YouTube as a Network: A Media Analysis of the YouTube Beauty Community”, CUNY Academic Works

    Barrie Gunter & Adrian Furnham (2014). Consumer Profiles: An Introduction to Psychographics, London, Bloomsbury

    Bickart, B. & Schindler, R. M. (2011). “Internet forums as influential sources of consumer information. Journal Of Interactive Marketing”

    Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications : An International Journal, 16(3), 184-191.

    Boyd, D.M. and Ellison, N.B. (2007). “Social network sites: Definition, history, and scholarship. Journal of Computer-Medicated Communication”

    Breberina, J. Shukla, P. and Schwaiger, M. (2013) “Endorser’s Involvement in Scandals and their Influence on Consumer’s Self Expression and Brand Attitudes”, American Academy of Advertising Conference Proceedings, pp. 120-121, Business Source Complete, EBSCOhost

    Burgess, Eric. (2016) “11 Essential Stats for Influencer Marketing in 2016.”
    Daugherty, T., Eastin, M.S. and Bright, L., (2008). “Exploring consumer motivations for creating

    Esangbedo, Reginald, (2011), "The impact of celebrity endorsements on the buying behavior of Rowan University students age 18-24". Theses and Dissertations. 88.

    Kristen Forbes, (2016), “Examining the Beauty Industry’s Use of Social Influencers”, Elon Journal of Undergraduate Research in Communications, Vol. 7, No. 2

    Michaelidou, N. and Dibb, S., (2008). “Consumer involvement: a new perspective. The Marketing

    Oluwafunmito Jatto (2014), “Consumer Attitude Towards Celebrity Endorsements on Social Media”, Dublin Business School

    Philip K., Kevin L., Keller A., and Koshy Mithileshwar J. (2009). Marketing Management: A South Asian Perspective (International Edition), USA, Pearson Prentice Hall Review”

    Roger D., Paul W. and James F. (2006). Consumer Behavior, USA, Mason, OH

    Sakkthivel, A.M., Edolyi, M.E. and Ponraj, J. (2010) `Empirical investigation on the impact of internal and external variables that influence customer loyalty, customer life time value and consumer switching behaviour in a growing competitive environment`. International Journal of Management Rivulet, Vol. 1

    Shane Barker. “Why Is Influencer Marketing Better than Celebrity Endorsements?” Shane Barker, Shane Barker, 7 May 2019, shanebarker.com/blog/influencer-marketing-celebrity-endorsements/.

    Tran Nhu My Duen (2016), “Beauty bloggers’ influence on Vietnamese young consumers”, Saimaa University of Applied Sciences, Faculty of Business Administration

    Wollan, R., Smith, N., & Zhou, C. (2010). “The Social Media Management Handbook” Hoboken, US: Wiley

    Yoo, C.W., Kim, Y.J. and Sanders, G.L., (2015). “The impact of interactivity of electronic word of mouth systems and E-Quality on decision support in the context of the e-marketplace. Information & Management”
    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    105363125
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0105363125
    資料類型: thesis
    DOI: 10.6814/NCCU201900572
    顯示於類別:[企業管理研究所（MBA學位學程）] 學位論文

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