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| Title: | 評估社群行銷中的 AR 濾鏡對電腦硬體行業的影響
Assessing the Impact of AR Filters on Social Media Marketing for the Computer Hardware Industry |
| Authors: | 陳泳靜
Milenova, Elizabeth |
| Contributors: | 林日璇
Jih-Hsuan Tammy Lin
陳泳靜
Elizabeth Milenova |
| Keywords: | 增強現實（AR）
社會網路行銷
電腦硬體行業
AR濾鏡
品牌認知度
顧客參與度
Augmented Reality (AR)
Social Media Marketing
Computer Hardware Industry
AR Filters
Brand Awarenes
Consumer Engagement |
| Date: | 2024 |
| Issue Date: | 2024-03-01 14:21:17 (UTC+8) |
| Abstract: | 1.1 概念和目標
這畢業專題深入探討擴增實境（AR）技術在社交媒體行銷中的變革性影響，特別是在電腦硬件行業內。它突出了AR濾鏡在提升用戶參與度和提供沉浸式體驗方面日益重要的作用，這可以顯著地惠及傳統上被視為技術性和較少吸引人的領域。該研究旨在探索AR在電腦硬件領域行銷策略中未被充分利用的潛力，這是一個尚未廣泛研究的領域，特別是關於其對顧客體驗、品牌認知和忠誠度的影響。本研究旨在通過檢視AR如何革新社交媒體行銷策略，著重於顧客參與度和在這個迅速發展的行業中行銷方法的轉型，來填補現有的研究空白。
1.2 以華碩品牌案例研究
選擇華碩作為檢視擴增實境（AR）濾鏡在社交媒體行銷影響的案例研究是一個戰略性的選擇，這一選擇由該品牌在電腦硬件行業中的創新聲譽和眾多榮譽支持。華碩在2019年被認定為台灣第一國際品牌，在2021年獲得最具價值國際品牌，在2023年被評為最佳台灣全球品牌，這些榮譽強調了其全球影響力和對尖端技術的承諾。華碩的產品範圍吸引了從遊戲愛好者到技術專業人士的廣泛用戶群，為探索AR增強客戶參與度、產品視覺化和在社交平台上的品牌互動潛力提供了理想的背景。本研究努力提供洞察，展示如何在行業中利用AR濾鏡於行銷策略中。研究方法論，包括與華碩行銷專家的訪談和對現有活動的消費者行為調查，旨在揭示AR濾鏡在重塑電腦硬件行業社交媒體行銷中的功效和潛力。項目的成果預期將為行銷專業人士提供有價值的見解，幫助他們利用AR技術的力量創建更具吸引力、互動性和效果的AR行銷活動。
1.1. Concepts and Objectives
The capstone project delves into the transformative impact of Augmented Reality (AR) technology in social media marketing, particularly within the computer hardware industry. It highlights the emerging importance of AR filters in enhancing user engagement and offering immersive experiences, which can significantly benefit sectors traditionally seen as technical and less engaging. The research seeks to explore the underutilized potential of AR in marketing strategies for the computer hardware sector, a field that has not been extensively studied, especially regarding its impact on customer experience, brand awareness, and loyalty. This study aims to fill the existing research gap by examining how AR can revolutionize social media marketing strategies, focusing on customer engagement and the transformation of marketing approaches in this rapidly evolving industry.
1.2. ASUS Brand as the Case Study
Selecting Asus as the case study for examining the impact of Augmented Reality (AR) filters in social media marketing is a strategic choice, underpinned by the brand's innovative reputation and numerous accolades in the computer hardware industry. Asus has been recognized as the No. 1 International Brand from Taiwan in 2019, the Most Valuable International Brand in 2021, and the Best Taiwan Global Brand in 2023, accolades that underscore its global influence and commitment to cutting-edge technology. With a product range that appeals to a broad spectrum of users—from gaming enthusiasts to tech professionals—Asus provides an ideal backdrop for exploring AR's potential to enhance customer engagement, product visualization, and brand interaction on social platforms. This research endeavors to provide insights into how AR filters can be leveraged in marketing strategies for the industry. The study's methodology, including interview with Asus marketing expert and a consumer behavior survey on an existing campaign, aims to provide valuable insights for marketing professionals, helping them harness the power of AR technology to create more engaging, interactive, and effective AR marketing campaigns. |
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| Description: | 碩士
國立政治大學
全球傳播與創新科技碩士學位學程
111ZM1046 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111ZM1046 |
| Data Type: | thesis |
| Appears in Collections: | [全球傳播與創新科技碩士學位學程] 學位論文
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