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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/79194


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    題名: 社群媒體平台之內容發展策略分析
    Understanding Content Development on Social Network Sites
    作者: 莊英杰
    Chuang, Ying Chieh
    貢獻者: 尚孝純
    Shang, Shari, S.C.
    莊英杰
    Chuang, Ying Chieh
    關鍵詞: 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
    日期: 2015
    上傳時間: 2015-11-02 14:47:05 (UTC+8)
    摘要: 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.
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    描述: 碩士
    國立政治大學
    資訊管理研究所
    102356016
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0102356016
    資料類型: thesis
    顯示於類別:[資訊管理學系] 學位論文

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