政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152007

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152007

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题名:	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
作者:	林姝融 Lin, Shu-Rong
贡献者:	朴星俊 Sungjun (Steven) Park 林姝融 Lin, Shu-Rong
关键词:	藝術行銷社交媒體互動情感體驗 Instagram Arts Marketing Social Media Engagement Emotional Experience Instagram
日期:	2024
上传时间:	2024-07-01 12:23:20 (UTC+8)
摘要:	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.
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描述:	碩士國立政治大學企業管理研究所(MBA學位學程) 111363010
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