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    政大典藏 > College of Commerce > Department of MIS > Theses >  Item 140.119/130978


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/130978


    Title: 促進行動銀行應用程式下載率:線上傳統媒體與社群媒體在網路行銷上相對效益的比較
    Driving the Download Rate of Banking App: Comparing the Relative Effectiveness of Online Traditional and Social Media Marketing
    Authors: 盧昱均
    Lu, Yu-Chun
    Contributors: 張欣綠
    Chang, Hsin-Lu
    盧昱均
    Lu, Yu-Chun
    Keywords: App marketing
    Online marketing
    Banking app
    Social media marketing
    Synergy effect
    Marketing effectiveness
    Date: 2020
    Issue Date: 2020-08-03 17:35:49 (UTC+8)
    Abstract: In this mobile era, apps have become the main connection between companies and their consumers. The past research has revealed that 88.2 percent of people with smartphones use their smartphone for 2 hours and 58.5 minutes every day. The time even becomes 5 hours and 12.6 minutes among 18- to 19-year-old people, and more than 80 percent of this group are using social networks such as Facebook or YouTube. Popularizing apps through these channels is now a significant task that all companies should pursue.
    This research aims to measure the effectiveness of traditional, socially owned, and socially earned online media on apps download in the context of mobile banking. We collected data from a leading Taiwanese bank about the click-through rates of online advertisements across different online channels and examined the influence on the app download rate. We will use a log-log model to test our model. This study emphasizes app marketing and will reveal which channels can promote downloads most effectively.
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    Description: 碩士
    國立政治大學
    資訊管理學系
    107356014
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107356014
    Data Type: thesis
    DOI: 10.6814/NCCU202001045
    Appears in Collections:[Department of MIS] Theses

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