Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/54417
|
| Title: | 企業經營社群影響之實證研究
An empirical study on the effects of an enterprise fan page |
| Authors: | 蔣仁人
Jiang, Jen Jen |
| Contributors: | 尚孝純
Shang, Shari S. C.
蔣仁人
Jiang, Jen Jen |
| Keywords: | 社群網路
粉絲專頁
企業績效
Social networks
Facebook
Fan page
Business performance |
| Date: | 2011 |
| Issue Date: | 2012-10-30 10:58:49 (UTC+8) |
| Abstract: | 社群網站是目前蓬勃發展的網路應用服務，其多樣化功能與高互動性不僅影響使用者生活習慣也促進其購買行為。越來越多企業投入大量成本經營社群網站，希望從中得到好處，但仍有部分企業質疑經營社群無法替企業帶來實質效益。本研究目的在探討經營社群是否可以帶給企業效益。藉由大量文獻探討，提出了六個關於社群效益的假設。透過四階段研究來驗證假設，第一階段蒐集了全球16個跨國企業資料加以分析，得到了一個概略性的了解; 第二階段蒐集了58個跨國企業的資料進行社群能力與產品銷售之關聯性分析;第三階段研究將焦點放回台灣企業，蒐集了電信、航空、銀行以及便利商店四個產業中11個企業資料進行社群能力與產品銷售的關聯性分析;第四階研究段針對第三階段的11個企業進行社群經營與企業效益的分析。
本研究發現，經營社群與提升顧客滿意度以及提高品牌知名度上關聯性較低；而在航空，銀行以及便利商店產業中，經營社群可以提高整體收益。此外，企業提供具有1)較低價位、2)較低耐受度的產品或服務以及3)消費者參與度較低的購買決策較容易受到社群經營影響。更進一步發現，企業以提升顧客成長以及強化顧客忠誠度為目標去經營社群會獲得較高的成功率，也較容易得到實質效益。
Most of the major enterprises have invested in social networks to provide services, promote products, or communicate with customers. However, to date no clear understanding on the effects of the social networks on business performance has emerged. This study examined the relationship between the capability of the enterprise to manage social networks and the resultant benefits of their investing in the social network. A fan page on Facebook is the selected target of study. By analyzing the efforts required to manage a fan page, we measure the fan page management capability by its reach, referrals, activities, and interactions. By analyzing literature and practical cases, we hypothesize six types of business benefit impacts can be experienced by enterprises investing in a fan page.
The study applied four-stages of data collection and testing. The first stage is to build a general understanding of the relationship between the number of fans and business revenue. Based on findings of the first stage, the study tested the fan page benefit hypotheses on selected global firms and sought patterns of benefits generated from the fan page. In the third and fourth stage, the study tested the fan page effect on product sold of selected firms in Taiwan and further examined other hypotheses by industries. This study builds deep understanding from various aspects about fan page effects on enterprises, and proposes that firms provide products and services with characteristics of low-product price, short-product durability and low-customer involvement are more influenced by the management of their fan pages. Retail industries such as: banking and airline with high capability of managing Facebook fan page are more likely to increase customer growth and intensify customer loyalty. |
| Reference: | 1. Anonymous.2011.Will Social Strategizing Bring ROI? eMarketer. Retrieved April, 22, 2011, from http://www.emarketer.com/Article.aspx?R=1007652
2. Bateman, P. J., Pike, J. C., & Butler, B. S. 2011. To disclose or not: publicness in social networking sites. Information Technology & People, 24(1), 78-100.
3. Betonio, D. 2010. 25 Best Social Networking Platforms to Start Your Own Service. Retrieved July 10, 2011, from http://www.tripwiremagazine.com/2010/07/25-best-social-networking-platforms-to-start-your-own-service.html
4. Boyd, D., & Ellison, N. 2007. Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1).
5. Briones, R. L., Kuch, B., Liu, B. F., & Jin, Y. 2011. Keeping up with the digital age: How the American Red Cross uses social media to build relationships. Public Relations Review, 37(1), 37-43.
6. Brown, J., Broderick, A. J., & Lee, N. 2007. Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2-20.
7. Chatterjee, P. 2011. Drivers of new product recommending and referral behaviour on social network sites. International Journal of Advertising, 30(1), 77-101.
8. Chen, P. S. 2011. 5 Things Social Media Can’t Do. Business Next. Retrieved September, 17, 2011, from http://www.bnext.com.tw/focus/view/cid/103/id/20133
9. Chung, I. 2011. Half of all social media campaigns go unnoticed, says new report. Retrieved November, 11, 2011, from http://techorange.com/2011/11/11/half-of-all-social-media-campaigns-go-unnoticed-says-new-report/
10. Chung, Y., Park, S., & Zhu., Y. 2010. How do the top 10 world brands use Facebook brand page as a marketing tool? And how effective is it? Retrieved December, 4, 2011, from http://www.slideshare.net/SomiPark1/how-do-the-top-10-world-brands-use-facebook-brand-page-as-a-marketing-tool-and-how-effective-is-it
11. Cohen, J.1988. Statistical Power Analysis for the Behavioral Sciences
12. Culnan, M. J., McHugh, P. J., & Zubillaga, J. I. 2010. How Large U.S. Company Can Use Twitter and Other Social Media to Gain Business Value. Mis Quarterly Executive, 9(4), 243-259.
13. Dierkes, T., Bichler, M., & Krishnan, R. 2011. Estimating the effect of word of mouth on churn and cross-buying in the mobile phone market with Markov logic networks. Decision Support Systems, 51(3), 361-371.
14. Direct Creative Blog.2010.How to set up a Facebook fan page that works. Retrieved Jan, 22, 2011, from http://www.directcreative.com/blog/facebook-fan-page
15. Donohue, S. 2011. Nielsen: Americans spent 53.5B minutes monthly on Facebook. Nielsen. Retrieved September, 13, 2011, from http://www.fiercecable.com/story/nielsen-americans-spent-535b-minutes-monthly-facebook/2011-09-13
16. Drisko, C. 2010. 4 Important Facts Why We Get Facebook Fans. Retrieved November, 23, 2011, from http://www.buyrealfansandlikes.com/blog/facebook-marketing/4-important-facts-why-we-get-facebook-fans
17. Eldon, E. 2010. Facebook Overhauls Page and App Insights, Adds Domain Analytics Features and an API Comment. Retrieved Apr, 23, 2011, from http://www.insidefacebook.com/2010/04/23/facebook-overhauls-page-and-app-insights-adds-domain-analytics-features-and-an-api/
18. Ernst, H., Hoyer, W. D., & Rubsaamen, C. 2010. Sales, Marketing, and Research-and-Development Cooperation Across New Product Development Stages: Implications for Success. Journal of Marketing, 74(5), 80-92.
19. Ethan. 2011. Social media marketing is popular but not critical. Retrieved August, 10, 2011, from http://notmr6.cc/?p=1663
20. Fan, Q., Lee, J. Y., & Park, Y. R. 2009. Do Online Social Networks in International Regions Function the Same or Differently?: Based on Korean and US Social Network Customers. Journal of Korea Trade, 13(4), 89-110.
21. Fang, E., Palmatier, R. W., & Evans, K. R. 2008. Influence of customer participation on creating and sharing of new product value. Journal of the Academy of Marketing Science, 36(3), 322-336.
22. Fournier, S., & Avery, J. 2011. The uninvited brand. Business Horizons, 54(3), 193-207.
23. Fuchs, C., & Schreier, M. 2011. Customer Empowerment in New Product Development. Journal of Product Innovation Management, 28(1), 17-32.
24. Fuller, J., Muhlbacher, H., Matzler, K., & Jawecki, G. 2009. Consumer Empowerment Through Internet-Based Co-creation. Journal of Management Information Systems, 26(3), 71-102.
25. Garcia-Crespo, A., Colomo-Palacios, R., Gomez-Berbis, J. M., & Ruiz-Mezcua, B. 2010. SEMO: a framework for customer social networks analysis based on semantics. Journal of Information Technology, 25(2), 178-188.
26. Gartner.2011.Gartner Says Worldwide Social Media Revenue Is on Pace to Total $10.3 Billion in 2011 and Grow to $14.9 Billion in 2012. Retrieved October, 11, 2011, from http://www.gartner.com/it/page.jsp?id=1820015
27. Goel, L., & Mousavidin, E. 2007. vCRM: virtual customer relationship management. Database for Advances in Information Systems. Retrieved January, 15, 2012, from http://www.highbeam.com/doc/1P3-1409761521.html
28. Gorry, G. A., & Westbrook, R. A. 2011. Once more, with feeling: Empathy and technology in customer care. Business Horizons, 54(2), 125-134.
29. Greenberg, P. 2010. The impact of CRM 2.0 on customer insight. Journal of Business & Industrial Marketing, 25(6), 410-419.
30. Griffin, A., & Page, A. L. 1996. PDMA success measurement project: Recommended measures for product development success and failure. Journal of Product Innovation Management, 13(6), 478-496.
31. Guenzi, P., & Pelloni, O. 2004. The impact of interpersonal relationships on customer satisfaction and loyalty to the service provider. International Journal of Service Industry Management, 15(4), 365-384.
32. Ho, C. H. 2010. Understanding Patterns of Brands Switching Relations Through Social Network Analysis. Actual Problems of Economics, 31-42.
33. Hsiao, K. L., Lin, J. C. C., Wang, X. Y., Lu, H. P., & Yu, H. J. 2010. Antecedents and consequences of trust in online product recommendations- An empirical study in social shopping. Online Information Review, 34(6), 935-953.
34. Huang, H.-C., & Chang, C.-W. 2007. Building Brand Community: A Study of VW`s Club. Taiwan Bussiness Performance Journal, 1(1), 1-25.
35. Hui, L. S. 2010. Fans of the brand, 7-Eleven. Gvm. Retrieved February, 18, 2011, from http://www.gvm.com.tw/Boardcontent_17379.html
36. iBuzz.2009. Dell posts wrong price, and they don’t perform it. Retrieved December, 12, 2011, from http://www.i-buzz.com.tw/analyse-1.asp?ID=146
37. Inside.com.2010.More enterprises have invested resources in social networking operations. Retrieved June, 15, 2011, from http://www.inside.com.tw/2010/06/11/facebook-insights-dashboard
38. InsightXplorer.2011.Time used on the social media is more higher than entrance for two hours. Retrieved September, 12, 2011, from http://www.insightxplorer.com/news/news_04_20_11.html
39. Johs. 2009. Social marketing is not panacea. Shanger BLOG. Retrieved November, 11, 2011, from http://blog.shanger.net/article.asp?id=595
40. Kawasaki, G. 2011. HOW TO: Launch Any Product Using Social Media. Retrieved March, 31, 2011, from http://mashable.com/2011/03/30/product-launch-social-media/
41. Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. 2011. Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.
42. Kiss, C., & Bichler, M. 2008. Identification of influencers - Measuring influence in customer networks. Decision Support Systems, 46(1), 233-253.
43. Lee, J. S., & Back, K. J. 2010. Reexamination of attendee-based brand equity. Tourism Management, 31(3), 395-401.
44. Li, Y.-M. 2011. Social Media Has Little Impact on Online Retail Purchases. TEEMA. Retrieved April, 28, 2011, from http://www.teema.org.tw/industry-information-detail.aspx?infoid=1266
45. Lin, K. Y., & Lu, H. P. 2011. Intention to Continue Using Facebook Fan Pages from the Perspective of Social Capital Theory. Cyberpsychology Behavior and Social Networking, 14(10), 565-570.
46. Ling, H. K. 2011. Facebook ad prices soar more than 74%. Retrieved July, 19, 2011, from http://www.bnext.com.tw/article/view/cid/0/id/19357
47. Ling, T. C. 2010. UNIQLO applies the collective to offer a very low price by social group marketing. Business Next. Retrieved September, 14, 2011, from http://www.bnext.com.tw/focus/view/cid/103/id/16061
48. Los Angeles Times.2011.Social media have a strong influence on consumers. Retrieved December, 13, 2011, from http://www.latimes.com/
49. Luke. 2011. How A Facebook Campaign Helped Increase Sales 35% and Get Є200K of Free PR. Neworld blog. Retrieved May, 25, 2011, from http://blog.neworld.com/2011/how-a-facebook-campaign-increased-sales-by-35-and-generated-pr-worth-200/
50. Lukovitz, K. 2010. Milk-Bone Ties Social Media To Integrated Canine Assistants Campaign. Mediapost. Retrieved October, 22, 2011, from http://www.socialmediabiz.com/resource/milk-bone-ties-social-media-to-integrated-canine-assistants-campaign
51. Mangold, W. G., & Faulds, D. J. 2009. Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
52. Manpower.2010. Study：90% of Taiwan employer consider that social media useless. Retrieved May, 11, 2011, from http://www.manpower.com.tw/newsPress20100511_CN.do?menuId=3-7-24
53. Mark, Z. 2008. Our First 100 Million. The Facebook Blog. Retrieved August, 26, 2011, from https://blog.facebook.com/blog.php?post=28111272130
54. Michael E Porter, & Victor E Millar.1985. How information gives you competitive advantage. Harvard Business Review, 63(4), 149-160.
55. Microsoft Dynamics TM White Paper.2009. CRM and Social Networking: Engaging the Social Customer.
56. Nambisan, S., & Baron, R. A. 2007. Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of Interactive Marketing, 21(2), 42-62.
57. Nambisan, S., & Baron, R. A. 2010. Different Roles, Different Strokes: Organizing Virtual Customer Environments to Promote Two Types of Customer Contributions. Organization Science, 21(2), 554-572.
58. Nambisan, S., & Nambisan, P. 2008. Innovation - How to profit from a better `Virtual Customer Environment`. Mit Sloan Management Review, 49(3), 53-+.
59. Nownews.2008. The Yaris social media chase – One Green Bean and The Population take early lead with Hothouse catching fast; Saatchi & Saatchi in neutral, Iris non-starter. Retrieved October, 2, 2011, from http://www.nownews.com/
60. Ostrow, A. 2011. Facebook Now Has 800 Million Users. Retrieved September, 23, 2011, from http://mashable.com/2011/09/22/facebook-800-million-users/
61. Pagani, M., Hofacker, C. F., & Goldsmith, R. E. 2011. The Influence of Personality on Active and Passive Use of Social Networking Sites. Psychology & Marketing, 28(5), 441-456.
62. Parent, M., Plangger, K., & Bal, A. 2011. The new WTP: Willingness to participate. Business Horizons, 54(3), 219-229.
63. Petersen, R. 2011. 16 case studies that prove Social CRM. BarnRaisers. Retrieved January, 13, 2011, from http://barnraisersllc.com/2011/01/19-case-studies-show-social-media-builds-1-to-1-sales-relationships/
64. Pingdom. 2011. Facebook, YouTube, our collective time sinks Pingdom Blog. Retrieved February, 22, 2011, from http://royal.pingdom.com/2011/02/04/facebook-youtube-our-collective-time-sinks-stats/
65. Porter, C. E., Donthu, N., MacElroy, W. H., & Wydra, D. 2011. How to Foster and Sustain Engagement in Virtual Communities. California Management Review, 53(4), 80-+.
66. Prendergast, G., Ko, D., & Yuen, S. Y. V. 2010. Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687-708.
67. Ramani, G., & Kumar, V. 2008. Interaction orientation and firm performance. Journal of Marketing, 72(1), 27-45.
68. Riggs, N. 2011. 5 Ways to Measure Facebook Fan Engagement. . Content Marketing Institute. Retrieved January, 14, 2011, from http://www.contentmarketinginstitute.com/2011/01/facebook-engagement/
69. Shih, C. C.-w. 2009. The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff Published by Prentice Hall Professional, Business Wire. Retrieved from http://search.proquest.com/docview/444182946?accountid=10067
70. Sigala, M. 2011. eCRM 2.0 applications and trends: The use and perceptions of Greek tourism firms of socialnetworks and intelligence. Computers in Human Behavior, 27(2), 655-661.
71. Sioukas, A. V. 1995. User Involvement for Effective Customization - An Empirical-Study on Voice Networks. Ieee Transactions on Engineering Management, 42(1), 39-49.
72. Solis, B. 2010. ROI Doesn`t Mean `Return on Ignorance`. Retrieved July, 7, 2011, from http://www.businessweek.com/innovate/content/jun2010/id20100630_904162.htm
73. Svendsen, M. F., Haugland, S. A., Gronhaug, K., & Hammervoll, T. 2011. Marketing strategy and customer involvement in product development. European Journal of Marketing, 45(4), 513-530.
74. TBG Digital.2011. Cost Of Advertising On Facebook Increases 74% In One Year. Retrieved July, 26, 2011, from http://www.tbgdigital.com/
75. Tikkanen, H., Hietanen, J., Henttonen, T., & Rokka, J. 2009. Exploring virtual worlds: success factors in virtual world marketing. Management Decision, 47(8), 1357-1381.
76. Trusov, M., Bucklin, R. E., & Pauwels, K. 2009. Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site. Journal of Marketing, 73(5), 90-102.
77. UNRULY.2009. T-Mobile - Dance. Retrieved September, 19, 2011, from http://www.unrulymedia.com/case-studies/t-mobile-dance.html
78. Vale, G. M. V., & Guimaraes, L. D. 2010. Social networks in the creation and death of companies. Rae-Revista De Administracao De Empresas, 50(3), 325-337.
79. Veenendaal, P. v. 2009. Trafalgar Square T-Mobile Karaoke Flash Mob. Viralblog. Retrieved November, 11, 2011, from http://www.viralblog.com/guerrilla-marketing/trafalgar-square-t-mobile-karaoke-flash-mob/
80. Verhoef, P. C., Reinartz, W. J., & Krafft, M. 2010. Customer Engagement as a New Perspective in Customer Management. Journal of Service Research, 13(3), 247-252.
81. von Wangenheim, F., & Bayon, T. 2007. The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition. Journal of the Academy of Marketing Science, 35(2), 233-249.
82. Wahab, S., Jusoff, K., Al Momani, K. A. M., Noor, N. A. M., & Zahari, A. S. M. 2011. The influence of usability and enjoyment on electronic customer relationship management performance in Jordan mobile communication services. African Journal of Business Management, 5(1), 128-134.
83. Waters, R. D., Burnett, E., Lamm, A., & Lucas, J. 2009. Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35(2), 102-106.
84. Wavemetrix.2010. Enterprises on Facebook use the platform as part of a joint marketing strategy. Retrieved September, 12, 2011, from http://www.wavemetrix.com/
85. Wen, H. X. 2010. 600,000 people to line up during the opening of UNIQLO. Retrieved October, 15, 2011, from http://www.businesstoday.com.tw/v1/index.aspx
86. Wirtz, J., Tambyah, S. K., & Mattila, A. S. 2010. Organizational learning from customer feedback received by service employees a social capital perspective. Journal of Service Management, 21(3), 363-387. |
| Description: | 碩士
國立政治大學
資訊管理研究所
99356028
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0099356028 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 602801.pdf | 2341Kb | Adobe PDF2 | 1396 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
