Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/79194
|
| Title: | 社群媒體平台之內容發展策略分析
Understanding Content Development on Social Network Sites |
| Authors: | 莊英杰
Chuang, Ying Chieh |
| Contributors: | 尚孝純
Shang, Shari, S.C.
莊英杰
Chuang, Ying Chieh |
| Keywords: | 社群網站
內容策略
顧客參與
使用與滿足理論
Social networks
content strategy
customer engagement
use and gratification |
| Date: | 2015 |
| Issue Date: | 2015-11-02 14:47:05 (UTC+8) |
| Abstract: | 近年來，使用社群網站的公司數量急遽的增加，公司視社群網站為是另外一種渠道，可增加產品的曝光，並且獲取新客戶與維繫現有客戶。因此，許多公司企圖藉由多種形式與特色的內容去吸引觀看以及與客戶互動，以發揮社群網站的最大效用。然而，如何去吸引到最多客戶仍就是一個未解的謎題。管理內容發展包含許多不同的面向，包括呈現的內容、什麼樣的類別能受到顧客喜愛，以及決定最適當的時間發布，為了加強對於內容策略的了解，本篇研究提出一些方法，藉由發展社群網站內容刺激顧客參與。
根據使用與滿足理論框架，本篇研究專注於透過內容發展來滿足顧客。藉由學術文獻上的參考與實際案例分析，本研究識別出幾個重要的元素，最能夠去影響內容人氣的程度，分別是生動、互動、豐富、情緒。本篇研究使用知名雜誌內容中我們所提到的四個重要元素，測驗其帶來的影響程度。
透過本研究，我們不僅發現互動與情緒元素可以對於顧客參與帶來正向的影響，並且也證實顧客參與於粉絲專頁上，對於公司而言是有利益的。這些發現可以改善公司對於內容特色上的了解，以及知道如何有效去刺激顧客參與於社群網站。
The number of enterprises that use social network sites (SNS) has increased dramatically in recent decades. Companies consider SNS to be another channel for increasing brand and product exposure and acquiring or retaining customers. Many companies attempt to leverage social networks by providing various forms of content to attract views and interact with customers. How to reach and attract the maximum number of customers remains a significant question for all types of businesses. Managing content development involves various dimensions, including determining what to present to viewers, what type of content customers prefer, and when the appropriate time is to post new content. To enhance the understanding of content strategy, this study aims to address ways to stimulate customer engagement by developing SNS content.
Based on the use and gratification framework, this study focuses on the spectrum of strategies for satisfying users through content development. By employing a review of academic research and practical cases, this study identifies factors that can influence the intensity of content popularity and users’ behavior on SNS. The four components of content development are vividness, interactivity, richness, and emotiveness. This study tests the level of influence of each factor using data from brand fan pages of famous magazines.
Through the research, we not only find that the interactivity and emotiveness factors would positively affect customer engagement but also verify that the intensity of customer engagement on the brand fans page is beneficial to companies. The findings can improve companies’ understanding of the attributes of quality content and how to stimulate customer engagement on SNS. |
| Reference: | 1. Agresta, S. & Bough, B. B. (2011). Perspectives on social media marketing: the agency perspective, the brand perspective. Course Technology, Boston, MA.
2. Arnold, M. J. & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95.
3. Birkhoff, G. D. (1933). Aesthetic measure. Harvard University Press, Cambridge.
4. Bottles, K. & Sherlock, T. (2011). Who should manage your social media strategy? Physician Executive, 37(2), 68-72.
5. Bagozzi, R. P. & Dholakia, U. M. (2002). Intentional Social Action in Virtual Communities. Journal of Interactive Marketing, 16(2), 2-21.
6. Blattberg, R. C. & Deighton, J. (1991). Interactive Marketing: Exploiting the age of Addressability. MIT Sloan Management Review, 33(1), 5-14.
7. Patrakosol, B. & Lee, S. M. (2013). Information richness on service business websites. Service Business, 7(2), 329-346.
8. Balasubramanian, S., Konana, P. & Menon, N. M. (2003). Customer satisfaction in virtual environments: a study of online investing. Manage Science, 49(7), 871-889.
9. Dictionary, C. (2011). “Emotion”, available at: www.collinsdictionary.com/dictionary/english (accessed 1 June 2012).
10. Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253-272.
11. Cvijikj, I. P. & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861.
12. Choi, Y. & Thorson, E. (1983). Memory for factual, emotional and balanced ads under two instructional sets. In Fletcher, A.D. (Ed.), Proceedings of the 1983 Conference of the American Academy of Advertising, University of Tennessee, Knoxville, TN.
13. Constantinides, E., & Fountain, S. J. (2008). Web 2.0: conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, 9, 231-244.
14. Eysenck, H. (1941). The empirical determination of an aesthetic formula. Psychological Review, 48(1), 83-92.
15. Sabate, F. & Berbegal-Mirabent, J. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001-1011.
16. Fournier, S., & Avery, J. (2011). The uninvited brand. Business Horizons, 54(3), 193-207.
17. Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of Business Research, 58(3), 387-396.
18. Fennis, B. M. & Stroebe, Wolfgang (2010). The Psychology of Advertising. Hove and New York: Psychology Press.
19. Shao, G. (2009). Understanding the appeal of user-generated media: a uses and gratification perspective. Internet Research, 19(1), 702-722.
20. Godes, D., Mayzlin, D., Chen, Y., Das, S., Dellarocas, C., Pfeiffer, B., Libai, B., Sen, S., Shi, M. & Verlegh, P. (2005). The firm’s management of social interactions. Marketing Letters, 16(3), 415-428.
21. Graber, D. A. (1989). Content and meaning. The American Behavioral Scientist, 33(2), 144-52.
22. Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A. & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311-330.
23. Hekkert, P., Snelders, D., & Van Wieringen, P. C. (2003). Most advanced, yet acceptable: Typicality and novelty as joint predictors of aesthetic preference in industrial design. British Journal of Psychology, 94(1), 111-124.
24. Abdi, H. (2003). Partial Least Squares (PLS) Regression. The Universtiy of Texas at Dallas.
25. Hirschman, E. C. & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
26. Iyer, A. & Leach, C. W. (2008). Emotion in inter-group relations. European Review of Social Psychology, 19(1), 86-125.
27. Jahn, B. & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361.
28. Gummerus, J. & Liljander, V. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.
29. Jiang, J. Y. (2004). The Influence of Advertising Slogans and Advertising Appeals on Advertising Effectiveness.
30. De Vries, L., Gensler, S. & Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91.
31. Madupu, V. & Cooley, D. O. (2010). Antecedents and consequences of online brand community participation: A conceptual framework. Journal of Internet Commerce, 9(2), 127-147.
32. Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77(1), 39–56.
33. Mahlke, S. (2002). Factors influencing the experience of website usage. Extended abstracts of the 2002 Conference on Human Factors in Computing Systems, CHI 2002, 846-847.
34. Nadkarni, S., & Gupta, R. (2007). A task-based model of perceived website complexity. Management Information Systems Quarterly, 31(3), 501-524.
35. Nair, M. (2011). Understanding and measuring the value of social media. The Journal of Corporate Accounting & Finance, 22(3), 45-51.
36. Michaelidou, N., Siamagka, N. T. & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: an exploratory investigation of small and medium B2B brands. Industrial Marketing Management, 40(7), 1153-1159.
37. Jane De Vries, N. & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515.
38. Kwon, O., Kim, C. R. & Kim, G. (2013). Factors affecting the intensity of emotional expressions in mobile Communications. Online Information Review, 37(1), 114-131.
39. Pandir, M. & Knight, J. (2006). Homepage aesthetics: The search for preference factors and the challenges of subjectivity. Interacting with Computers, 18(6), 1351-1370.
40. Phan, M. (2011). Do social media enhance consumer’s perception and purchase intentions of luxury fashion brands? The Journal for Decision Makers, 36(1), 81-84.
41. Phillips, C., & Chaparro, B. (2009). Visual appeal vs. usability: Which one influences user perceptionsof a website more. Usability News, 11(2), 1-9.
42. Page, T. J., Thorson, E. & Heide, M. P. (1990). The memory impact of commercials varying in emotional appeal and product involvement. In Stuart Agres, Julie A. Edell, and Tony M. Dubitsky (Eds.), Emotion in Advertising: Theoretical and Practical Explorations. Westport, CT: Quorum Books, 255-268.
43. Pennebaker, J. W., Mayne, T. & Francis, M. (1997). Linguistic predictors of adaptive bereavement. Journal of Personality and Social Psychology, 72(4), 863-71.
44. Davis, R., Lang, B., & Gautam, N. (2013). Modeling utilitarian-hedonic dual mediation (UHDM) in the purchase and use of games. Internet Research, 23(2), 229-256.
45. Fliess, S., Nadzeika, A., & Nesper, J. (2012). Understanding Patterns of Customer Engagement – How Companies Can Gain a Surplus from a Social Phenomenon. Journal of Marketing Development and Competiveness, 6(2), 81-92.
46. Scissors, L. E., Gill, A. J., Geaghty, K. & Gergle, D. (2009). In CMC we trust: the role of similarity. Proceedings of CHI 2009, 527-536.
47. Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Doree´n, P., Pirner, P. & Verhoef, P.C. (2010). Customer engagement behavior: theoretical foundations and research directions. Journal of Service Research, 13(3), 253-66.
48. Verhoef, P.C., Reinartz, W. J. & Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of Service Research, 13(3), 247-52.
49. Verhoef, P. C., & Lemon, K. N. (2013). Successful customer value management: key lessons and emerging trends. European Management Journal, 31(1), 1-15.
50. Lohtia, R., Donthu, N. & Hershberger, E. K. (2003). The Impact of Content and Design Elements on Banner Advertising Click-through Rates. Journal of Advertising Research, 43(4), 410-418.
51. Nihel, Z. (2013). The Effectiveness of Internet Advertising through Memorization and Click on a Banner. International Journal of Marketing Studies, 5(2), 93-101.
52. Derks, D., Bos, A. E. R. & Von Grumbkow, J. (2008). Emoticons in computer-mediated communication: social motives and social context. CyberPsychology & Behavior, 11(1), 99-101.
53. Smith, C. (2013). Retailers say social media is having an impact on their bottom lines, BusinessInsider, 21, June.
54. Ko, Y. J., Kim, K., Claussen, C. L., & Kim, T. H. (2008). The effects of sport involvement, sponsor, awareness and corporate image on intention to purchase sponsors’ products. International Journal of Sports Marketing & Sponsorship, 9(2), 79-94.
55. Jeong, C. (2009). A dissertation presented to the graduate school of the university of Florida in partial fulfillment of the requirement for the degree of doctor of philosophy. University of Florida. |
| Description: | 碩士
國立政治大學
資訊管理研究所
102356016 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0102356016 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 601601.pdf | 984Kb | Adobe PDF2 | 172 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
