Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/152007
|
| Title: | 藝術行銷:如何在Instagram上增加社交媒體互動
Arts Marketing: How to Increase Social Media Engagement on Instagram |
| Authors: | 林姝融
Lin, Shu-Rong |
| Contributors: | 朴星俊
Sungjun (Steven) Park
林姝融
Lin, Shu-Rong |
| Keywords: | 藝術行銷
社交媒體互動
情感體驗
Instagram
Arts Marketing
Social Media Engagement
Emotional Experience
Instagram |
| Date: | 2024 |
| Issue Date: | 2024-07-01 12:23:20 (UTC+8) |
| Abstract: | 社交媒體上的藝術行銷蓬勃發展，經營網路形象以增加曝光並吸引粉絲在當代商業經 營中佔據了重要地位。本文旨在研究新興藝術家的 Instagram 個人帳號，藉此幫助藝 術家有效展示作品並觸及更多使用者。研究參考了過去文獻的問卷設計方法，使用 Qualtrics 製作問卷，並通過 Prolific 發放線上問卷，每位填答者將獲得 2.5 美元報酬。 後續我們將使用 JASP 進行三項分析:一)可信度分析、二)迴歸分析、三)中介效 果分析。選擇 Instagram 作為主要研究平台是因其以圖片為主的設計，讓藝術家能在 短時間內抓住使用者的目光。
本研究探討了在 Instagram 上展示作品的圖片和撰寫具故事性的敘述文字是否能引起 受訪者的情感反應，以及這種情感體驗的增加是否會強化受訪者的社交媒體互動程 度。同時，還調查了信任是否在情感體驗與社交媒體互動之間扮演中介變數的角色。 研究結果顯示，展示作品的圖片和撰寫故事性敘述的文字均有助於提升受訪者的情感 體驗，從而在 Instagram 上引起更大的參與度。此外，信任亦是增強平台用戶與藝術 家互動的關鍵因素。
Arts marketing on social media is thriving, with an increasing emphasis on managing online presence to enhance exposure and attract followers, thus playing a crucial role in contemporary business operations. This study aims to explore the personal Instagram accounts of emerging artists to help them effectively showcase their works and reach a broader audience. The research references past literature for questionnaire design, using Qualtrics to create the survey, which was distributed online via Prolific, offering each respondent a reward of $2.5. Subsequently, we will employ JASP to conduct three types of analysis: 1) reliability analysis, 2) regression analysis, and 3) mediation analysis. Instagram was chosen as the primary research platform due to its image-centric design, allowing artists to capture users' attention quickly.
This study investigates whether displaying artworks through images and writing narrative descriptions on Instagram can elicit emotional responses from respondents, and whether the enhancement of this emotional experience can strengthen respondents' engagement on social media. Additionally, it examines whether trust acts as a mediating variable in the relationship between emotional experience and social media engagement. The results indicate that displaying artworks through images and writing narrative descriptions both contribute to enhancing respondents' emotional experiences, thereby increasing their engagement on Instagram. Trust is also identified as a key factor in strengthening the interaction between platform users and artists. |
| Reference: | Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268-287.
Björk, P. (2010). Atmospherics on tour operators’ websites: Website features that stimulate emotional response. Journal of Vacation Marketing, 16(4), 283-296.
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.
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046-1063.
Chaparro-Peláez, J., Hernández-García, Á., & Urueña-López, A. (2015). The role of emotions and trust in service recovery in business-to-consumer electronic commerce. Journal of Theoretical and Applied Electronic Commerce Research, 10(2), 77-90.
Chava Krivchenia, 2020, All About The Primary and Secondary Art Markets. Retrieved June 5, 2024, from https://art-mine.com/collectors-corner/2020/07/all-about-the-primary- and-secondary-art-markets/
Che, J.W., Cheung, C.M. and Thadani, D.R. (2017), Consumer purchase decision in Instagram stores: the role of consumer trust, Proceedings of the 50th Hawaii International Conference on System Sciences.
Chen, H. (2018). College-aged young consumers' perceptions of social media marketing: The story of Instagram. Journal of Current Issues & Research in Advertising, 39(1), 22-36.
Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40.
de Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48(6), 1211-1228.
Digital Ready, 2024, Introduction to Instagram. Retrieved April 18, from https://digitalready.tas.gov.au/resources/all-about-instagram/
34
Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: A framework for engaging customers through social media content. European Journal of Marketing, 53(10), 2213-2243.
Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management, 32(13-14), 1230-1259.
Escalas, J. E. (2004). Imagine yourself in the product. Mental simulation, narrative transportation, and persuasion. Journal of Advertising, 33(2), 37–48.
Fabris, G. (2003). Il nuovo consumatore: verso il postmoderno (Vol. 39). Franco Angeli. Firman, A., Ilyas, G. B., Reza, H. K., Lestari, S. D., & Putra, A. H. P. K. (2021). The
mediating role of customer trust on the relationships of celebrity endorsement and e-WOM to Instagram Purchase intention. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(1), 107-126.
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5-25.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What Motivates Consumers to Articulate Themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38-52.
Ho, R. T., Potash, J. S., Fang, F., & Rollins, J. (2015). Art viewing directives in hospital settings effect on mood. HERD: Health Environments Research & Design Journal, 8(3), 30-43.
Hong, J., Yang, J., Wooldridge, B. R., & Bhappu, A. D. (2022). Sharing consumers’ brand storytelling: Influence of Consumers’ Storytelling on Brand Attitude via Emotions and Cognitions. Journal of Product & Brand Management, 31(2), 265-278.
Irshad, M., Ahmad, M. S., & Malik, O. F. (2020). Understanding consumers’ trust in social media marketing environment. International Journal of Retail & Distribution Management, 48(11), 1195-1212.
Kang, J. A., Hong, S., & Hubbard, G. T. (2020). The role of storytelling in advertising:
35
Consumer emotion, narrative engagement level, and word-of-mouth intention.
Journal of Consumer Behaviour, 19(1), 47-56.
Kantar, 2020. COVID-19 Barometer: Consumer attitudes, media habits and expectations.
Retrieved March 3, 2024, from
https://www.kantar.com/Inspiration/Coronavirus/COVID-19-Barometer-Consumer-att
itudes-media-habits-and-expectations
Kaufman, B. (2003). Stories that SELL, stories that Tell. Journal of Business Strategy,
24(2), 11–15
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand
equity. Journal of Marketing, 57(1), 1–22
Keib, K., Espina, C., Lee, Y. I., Wojdynski, B., Choi, D., & Bang, H. (2016). Picture perfect:
How photographs influence emotion attention and selection in social media news posts. In Annual Conference of the Association for Education in Journalism and Mass Communication, Minneapolis, MI.
Kelley, T., & Littman, J. (2006). The ten faces of innovation: Strategies for heightening creativity. London: Profile Books.
Kemp, E., Porter III, M., Anaza, N. A., & Min, D. J. (2021). The impact of storytelling in creating firm and customer connections in online environments. Journal of Research in Interactive Marketing, 15(1), 104-124.
Kemp, S. W., & Cupchik, G. C. (2007). The emotionally evocative effects of paintings. Visual Arts Research, 72-82.
Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.
Kowalczyk, C. M., & Pounders, K. R. (2016). Transforming Celebrities Through Social Media: The Role of Authenticity and Emotional Attachment. Journal of Product & Brand Management, 25(4), 345-356.
Lee, K. H., & Hyun, S. S. (2015). A model of behavioral intentions to follow online travel advice based on social and emotional loneliness scales in the context of online travel communities: The moderating role of emotional expressivity. Tourism Management,
36
48, 426-438.
Liebhart, K., & Bernhardt, P. (2017). Political storytelling on Instagram: Key aspects of
Alexander Van der Bellen's successful 2016 presidential election campaign. Media
and Communication, 5(4), 15-25.
Linkedin, 2024, What is LinkedIn and how can I use it? Retrieved April 18, 2024, from
https://www.linkedin.com/help/linkedin/answer/a548441
Malik, A. Z., Thapa, S., & Paswan, A. K. (2023). Social media influencer (SMI) as a human
brand–a need fulfillment perspective. Journal of Product & Brand Management,
32(2), 173-190.
Mandelbaum, J. (2012). Storytelling in conversation. The Handbook of Conversation
Analysis, 492-507.
Martens, M. L., Jennings, J. E., & Jennings, P. D. (2007). Do the stories they tell
get them the money they need? The role of entrepreneurial narratives in resource
acquisition. Academy of Management Journal, 50(5), 1107–1132.
Martinus, H., & Chaniago, F. (2017). Analysis of branding strategy through Instagram with
storytelling in creating brand image on proud project. Humaniora, 8(3), 201-210. Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734.
META, 2024, Company Information, Culture, and Principles About META. Retrieved April 18, 2024, from https://about.meta.com/companyinfo/? utm_source=about.facebook.com&utm_mediu
META, 2024, Introducing Threads: A New Way to Share With Text. Retrieved April 18, 2024, from
https://about.fb.com/news/2023/07/introducing-threads-new-app-text-sharing/ Mossberg, L. & Johansen, E.N(2006). Storytelling. Marknadsfö ring i upplevelseindustrin
(Lund:Studentlitteratur).
Nina Siegal, 2015, Instagram Takes on Growing Role in the Art Market. Retrieved March 4,
2024, from
https://www.nytimes.com/2015/08/10/arts/design/instagram-takes-on-growing-role-in
-the-art-market.html
Ohler, J. (2006). The world of digital storytelling. Educational Leadership, 63(4), 44-47.
37
Pentina, I., Zhang, L., & Basmanova, O. (2013). Antecedents and consequences of trust in a social media brand: A cross-cultural study of Twitter. Computers in Human Behavior, 29(4), 1546–1555.
Pihko, E., Virtanen, A., Saarinen, V. M., Pannasch, S., Hirvenkari, L., Tossavainen, T., ... & Hari, R. (2011). Experiencing art: The influence of expertise and painting abstraction level. Frontiers in Human Neuroscience, 5, 94.
Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in vir-tual communities.The Journal of Strategic Information Systems,11(3–4), 271–295
Rietveld, R., Van Dolen, W., Mazloom, M., & Worring, M. (2020). What you feel, is what you like influence of message appeals on customer engagement on Instagram. Journal of Interactive Marketing, 49(1), 20-53.
Robert Read, 2023. Hiscox online art trade report 2023 10th edition. Retrieved March 3, 2024 from https://www.hiscox.co.uk/online-art-trade-report
Rose, F. (2011). The art of immersion – How the digital generation is remaking Hollywood, Madison Avenue, and the way we tell stories. W. W. Norton & Company
Sax, B. (2006). Storytelling and the “information overload”. On the Horizon, 14(4), 165-170. Shaker, A. K., Mostafa, R. H., & Elseidi, R. I. (2023). Predicting intention to follow online
restaurant community advice: a trust-integrated technology acceptance model.
European Journal of Management and Business Economics, 32(2), 185-202. Shukla, A., Choudhari, S. G., Gaidhane, A. M., Syed, Z. Q., & Gaidhane, A. (2022). Role of
Art Therapy in the Promotion of Mental Health: A Critical Review. Cureus, 14(8). Sook Kwon, E., Kim, E., Sung, Y., & Yun Yoo, C. (2014). Brand followers: Consumer
motivation and attitude towards brand communications on Twitter. International
Journal of Advertising, 33(4), 657-680.
Statista Research Department, 2024, Distribution of the art market value worldwide in 2023,
by country. Retrieved April 22, 2024, from
https://www.statista.com/statistics/885531/global-art-market-share-by-country/ Statista, 2023. Number of Instagram users worldwide from 2019 to 2028. Retrieved March
2, 2024, from https://www.statista.com/forecasts/1138856/instagram-users-in-the- world
38
T. Rytel, Emotional marketing concept: The new marketing shift in the postmodern era, Business: Theory and Practice, 11(1), 30-38, November 2009.
Thomson, M. (2006). Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing, 70(3), 104-119.
Turner, J. H. (2009). The sociology of emotions: Basic theoretical arguments. Emotion Review, 1(4), 340-354.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
Wang, M. Y., Zhang, P. Z., Zhou, C. Y., & Lai, N. Y. (2019). Effect of emotion, expectation, and privacy on purchase intention in WeChat health product consumption: The mediating role of trust. International Journal of Environmental Research and Public Health, 16(20), 3861.
Weinberg, T. (2009). The new community rules: Marketing on the social web. Sebastopol, CA: O’Reilly Media, Inc.
Weisberg, J., Te'eni, D., & Arman, L. (2011). Past purchase and intention to purchase in e-commerce: The mediation of social presence and trust. Internet Research, 21(1), 82-96.
World Health Organization. (2019, November 5). “What is the evidence on the role of the arts in improving health and well-being? A scoping review.” Retrieved from https://www.who.int/europe/publications/i/item/9789289054553 |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363010 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111363010 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 301001.pdf | | 14279Kb | Adobe PDF | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
