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| Title: | 社交平台之社交資本個案分析
Social Platforms and the Concept of Social Capital: a Multi-Case Analysis |
| Authors: | 江悅瑩
Chiang, Yueh-Ying |
| Contributors: | 邱奕嘉
江悅瑩
Chiang, Yueh-Ying |
| Keywords: | 社交平台
社交資本
結合型社交平台
橋接型社交平台
Social platforms
Social capital
Bonding social platforms
Bridging social platforms |
| Date: | 2020 |
| Issue Date: | 2020-07-01 14:04:08 (UTC+8) |
| Abstract: | 社交平台可說是在網路普及化時代下的產物，其應用從單純的社交網絡連結發展到現今已取代不少人類習慣已久的社交行為，更有逐漸往綜合型社交服務平台邁進的趨勢。也因為社交平台已成為人類生活中不可或缺的聯繫媒介，而成為兵家必爭之地，使的社交平台產業競爭相當激烈，故在這樣的現實環境中，社交平台如何運用相關策略使其脫癮而出則成為致勝關鍵。
社交資本即是近年來被廣為討論的應用策略之一，並在多位學者研究後證實社交資本理念是存在社交平台之中的，因此本研究將依循先前學者的研究基礎，進一步在研究中探究兩大問題，分別為：(一)以學者對社交資本的定義做為基礎，來定義社交平台的類型並與歸納其特徵？(二)多元化的社交資本策略，是否能如期望為用戶累積等值的社交資本？
最終本研究透過多個案的方式，以現今被用戶廣為採用的FACEBOOK、YOUTUBE、INSTAGRAM、TIKTOK的四大平台作為研究對象，初步歸納出下列結論。分別為：(一)可將社交平台依相關特性分為結合型與橋接型兩大類社交平台、(二)其中又以橋接型社交平台對於社交資本策略的依賴較大、(三)社交資本策略雖對平台有益處，但須斟酌應用以避免形成用戶無形的壓力。
Social platforms can be said to be products of the era of widespread on the Internet. Internet applications have evolved from simple social network links to the trend that has replaced many social behaviors that have long been used by humans and gradually moved towards an integrated social service platform. Because the social platform has become an indispensable contact medium in human life and has become a place contested by all strategists, the social platform industry is very competitive. So in such a realistic environment, how does the social platform use related strategies to get rid of addiction Out is the key to success.
After research by many scholars, Social capital is recognized as one of the widely discussed application strategies, and it is confirmed that the concept of social capital exists in the social platform as well. So this study will follow the research foundation of previous scholars and further research to explore two major issues, namely: (1) Based on the scholar`s definition of social capital, to define the types of social platforms and summarize their characteristics? (2) Can a diversified social capital strategy accumulate equivalent social capital for users as expected?
In the end, this research used four cases as the research object, using the four platforms of FACEBOOK, YOUTUBE, INSTAGRAM, and TIKTOK, which are widely used by users nowadays as the research object, and summarized as the above conclusions. They are: (1) The social platforms can be divided into two types of Bonding and Bridging social platforms according to the relevant characteristics; (2) The Bridging social platforms is more relay on social capital strategy than Bonding social platforms, (3) Social capital strategies contribute good result on social platforms, but somehow it will form invisible pressure for users. |
| Reference: | 一、 中文文獻
1. 專書
陳尚明(2002)，社會科學質的研究，台灣：五福圖書出版。
Robert K. Yin(1981)，個案研究：設計與方法，周海濤、李永賢、張蘅譯，台灣：五南圖書出版。
2. 期刊
許士軍(1996,04)，「定性研究在管理學上的重要性」，中原管理學報，第24卷第二期，頁62-62。
二、 英文文獻
1. 專書
Adam Smith. (1776), The Wealth of Nations, London, W. Strahan and T. Cadell.
Gittell, Ross and Vidal, Avis. (1998), Community Organizing: Building Social Capital as a Development Strategy, UK , SAGE Publications, Inc.
Charles Steinfield, Nicole Ellison, Cliff Lampe, Jessica Vitak. (2012), Online Social Network Sites and the Concept of Social Capital, New York, Routledge.
2. 期刊
Bourdieu, Pierre (1986). “The Forms of Capital,” Handbook of Theory and Research for the Sociology of Education, pp. 241–58.
Ellison NB, Steinfield C and Lampe C. (2007). “The benefits of Facebook ‘friends’: Exploring the relationship between college students’ use of online social networks and social capital,” Journal of Computer-mediated Communication 12, pp. 1143–1168.
Ya Ping Chang and Dong Hong Zhu. (2012). “The role of perceived social capital and flow experience in building users’ continuance intention to social networking sites in China,” Computers in Human Behavior, Volume 28, Issue 3, pp. 771-1082.
Mark S. Granovetter. (1973). “The Strength of Weak Ties,” The American Journal of Sociology, Vol. 78, No. 6, pp. 1360-1080.
Sebastia ́ n Valenzuela, Namsu Park and Kerk F. Kee. (2009). “Is There Social Capital in a Social Network Site?: Facebook Use and College Students` Life Satisfaction, Trust, and Participation1,” Journal of Computer-Mediated Communication, Volume 14, Issue 4, pp. 875-901.
Ellison NB, Jessica Vitak, Rebecca Gray, Cliff Lampe. (2010). “Cultivating Social Resources on Social Network Sites: Facebook Relationship Maintenance Behaviors and Their Role in Social Capital Processes,” Journal of Computer-Mediated Communication, Volume 19, Issue 4, pp. 855-870.
Danah m. boyd and Ellison NB. (2007). “Social Network Sites: Definition, History, and Scholarship,” Journal of Computer-Mediated Communication, Volume 13, Issue 1, pp. 210–230.
3. 網路資料
The Editors of Encyclopaedia Britannica. (2020). Theodore William Schultz. 取自：https://www.britannica.com/biography/Theodore-Schultz
Simon Kemp. (2020). We Are Social.
取自：https://wearesocial.com/blog/2020/01/digital-2020-3-8-billion-people-use-social-media
J. Clement. (2019). Statista. 取自：https://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/
Esteban Ortiz-Ospina. (2019). Our World in Data. 取自：https://ourworldindata.org/rise-of-social-media
Dan Frommer. (2010). Business Insider. 取自：https://www.businessinsider.com/instagram-2010-11#youll-recognize-the-standard-facebook-connect-login-then-youll-get-a-screen-of-your-friends-which-you-can-follow-5
Kati Krause. (2015). Medium. 取自：https://medium.com/anxy-magazine/facebook-s-mental-health-problem-9c48374c1bd8
Guest Editor. (2018). Technode. 取自：https://technode.com/2018/06/15/8-lessons-douyin/
Kit Smith. (2020). Brandwatch. 取自：https://www.brandwatch.com/blog/youtube-stats/
Salman Aslam. (2020). OMNICORE. 取自：https://www.omnicoreagency.com/youtube-statistics/
Influencer Marketing. (2020). Influencer Marketing Hub. 取自：https://influencermarketinghub.com/tiktok-growth/
Sarah Aboulhosn. (2020). Sproutsocial. 取自：https://sproutsocial.com/insights/facebook-stats-for-marketers/ |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363051 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107363051 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000492 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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