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| Title: | 從價值共創角度探討社群媒體行銷 對品牌粉絲專頁影響之研究
Investigating Effects of Social Media Marketing on Brand Performance: From the Co-creation Concept |
| Authors: | 彭雅瑄
Peng, Yah Suan |
| Contributors: | 張欣綠
彭雅瑄
Peng, Yah Suan |
| Keywords: | 社群行銷
粉絲專頁
價值共創
行銷策略
social media
Facebook Fan page
co-creation
marketing strategy |
| Date: | 2016 |
| Issue Date: | 2016-07-20 17:14:44 (UTC+8) |
| Abstract: | 社群媒體已經深刻地改變了我們的生活，並且對於企業行銷上產生了重大的影響。
這項研究的動機來自於社群媒體 Facebook 在台灣的普及性。此外，價值共創的概念，導致消費者忠誠度的重生，他們可以參與價值鏈的任何階段。我們的目標是將價值共創概念運用於Facebook粉絲專頁經營，探索如何達到最大化的行銷效益。
我們的研究數據來自於台灣資策會，結果顯示：一個粉絲專頁如果擁有越高的價值共創程度，確實能夠提高品牌行銷的效益。具體而言，我們發現粉絲專頁若提高內容多樣性和提供的回饋種類，更容易增加品牌的知名度。用戶原創內容程度越高，更可能增加使用者與品牌的互動，若要求使用者刻意推薦，則是更降低他們與品牌的互動。
此外，當粉絲年齡在大於或等於25歲時，以及粉絲專頁的粉絲總數越多時，價值共創程度對於行銷效益的顯著性會更明顯。
Social media has profoundly changed our lives and is having a major impact on marketing today. This research is motivated by the tremendous growth of a social computing platform, Facebook. Besides, the co-creation concept leads to a rebirth of customer loyalty. Customers, in other words, can get involved at just any stage of the value chain. We aim to apply the co-creation concept in the Facebook fan page to explore what and how co-creation in social media marketing is effective.
Our study has collected data from Taiwan’s Government research institute – Institute for Information Industry. The results of our findings show that the co-creation level in the Facebook marketing campaigns can truly increase brand’s performance. In detail, we found that kind of information and form of exchange are more likely to increase the brand’s awareness. Type of user created content is more likely to increase the brand’s engagement while way of advocacy is more likely to decrease the brand’s engagement. In addition, co-creation level is more significantly related to campaign’s performance when the fans are over (or equal to) 25 years old, and is more significantly related to campaign’s performance when the fan page has more fans than others. |
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| Description: | 碩士
國立政治大學
資訊管理學系
102356031 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0102356031 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
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