| Reference: | 一、中文書目
Michael Chien (2009.03.30)。〈最夯的網路趨勢： Social Network〉。上網日期：2010年3月6日，取自「Yahoo!奇摩企業部落格」http://www.wretch.cc/blog/ycorpblog/11790492
大師輕鬆讀( 2009.10.14 )。〈Facebook背後的那一面〉。上網日期：2010年3月6日，取自「新浪新聞」 http://magazines.sina.com.tw/magazine/article/3678.html
李政忠(2003)。從抽樣與統計方法探討網路問卷調查的可行性：比較電話訪談與網路問卷樣本的實質差異性。廣播與電視，21：55-95。
沈雲驄、湯宗勳譯(1998)。《品牌行銷法則-如何打造強勢品牌?》。台北:商業周刊。(原書:David A. Aaker (1996) Building Strong Brands。)
周文賢(2002)。《多變量統計分析》。台北：智勝文化。
林明遠( 2003)。入口網站服務品質與顧客滿意之研究。國立中山大學企業管理研究所碩士 論文。
洪睿遠（2008）。《擬社會人際互動與消費者專業知識對電子口碑供給之影響》。臺北科技大學商業自動化與管理研究所碩士 論文。
洪慧芳譯（2008）。《網民經濟學：運用Web2.0群眾智慧搶得商機》。台北：麥格羅．希爾。(原書Richard J. Goossen（2008）.)
胡政源 ( 2006 )。《品牌管裡 : 品牌價值的創造與經營》。台北：新文京。
胡馨如譯(1999)。《P行銷時代 : 資訊世紀不可忽略的人性行銷》。台北: 麥格羅．希爾。(原書Paul Postma(1998).)
孫曉強(2007)。《品牌關係：一個整合概念模型》，《雲南財經大學學報》，23(3)，110-116。
翁秀琪（1998）。《大眾傳播理論與實證》。台北：三民。
翁秀琪、施伯燁、孫式文、方念萱、李嘉維（2009）。《從使用者出發的網路資源準社會互動研究：理論建構與使用者經驗研究》，《新聞學研究》，101，1-44。
陳雅婷（2006）。《擬社會人際互動與經驗組合順序對消費者虛擬經驗之社群感影響》。臺北科技大學商業自動化與管理研究所碩士 論文。
創市際 ( 2009.10.27 )。〈社群類別網站黏度高於入口網站，網友每天花15分鐘Facebook〉。上網日期：2010年1月5日，取自http://www.insightxplorer.com/news/news_10_27_09.html
創市際月刊報告書( 2009.09 )。〈ARO 觀察：社會性媒體網站使用概況〉。上網日期：2010年1月5日，取自「創市際」http://www.insightxplorer.com/epaper/monthly/200909.pdf
董正王亭、詹國勝、曾琳（2008）。〈當主持人變成你的朋友？主持人的談話方式是否影響消費者之購買決定─以電視購物中旅遊商品為例〉，「2008年中華傳播學會研討會」論文。台北縣淡水。
鄭璧嫻（2009）。《虛擬角色代言人對網路廣告說服效果影響之研究》。臺北科技大學商業自動化與管理研究所碩士 論文。
鄧凱心( 2009.10.17 ) 。〈為何全球為Facebook瘋狂？學者：網路社交是人類基本需求〉。上網日期：2010年3月10日，取自「鉅亨網」http://news.cts.com.tw/cnyes/money/200910/200910170331652.html
羅之盈 ( 2010.01.04 )。〈2010年Facebook 粉絲團熱門榜，50強現身〉，《數位時代》，188。上網日期：2010年3月25日，取自 http://www.bnext.com.tw/article/view/cid/130/id/13458
羅之盈 ( 2010.01.04 )。〈Facebook行銷學崛起〉，《數位時代》，188。上網日期：2010年3月25日，取自 http://www.bnext.com.tw/article/view/cid/0/id/13457
二、英文書目
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Ancu, Monica & Cozma, Raluca (2009).MySpace Politics: Uses and Gratifications of Befriending Candidates. Journal of Broadcasting & Electronic Media, 53(4) ,567 – 583.
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