臺灣博碩士論文加值系統

Abstract
Studies have being conducted over the years on consumer behavior towards social influence and how this affects the purchasing decisions on consumers. Marketers have being trying to get the best advantages on these social influences; however it has being proven that many factors may be influential which makes it harder for marketers. Nowadays, with the rise of technology and social networks, social influences can bring a new possibility into the advertising strategies. Considering Facebook is ranked currently as the biggest social network worldwide, marketers are focusing on strategies to take a benefit out of it without really making the desirable results yet. This study is aiming to finds factors that may benefit the advertising strategies using social influences on Facebook, conducting some experiments based on two local restaurants where the results may point into factors to consider on whom and how to market on a social influence approach.

Table of Content
Contents
ABSTRACT I
ACKNOWLEDGEMENT II
TABLE OF FIGURES V
TABLE OF TABLES VI
CHAPTER 1 - INTRODUCTION 1
1.1 PURPOSE OF THE STUDY 2
1.2 SCOPE OF THE STUDY 3
CHAPTER 2 – LITERATURE REVIEW 4
2.1 SOCIAL INFLUENCES 4
2.1.1 Influential behavior 4
2.1.2 Social Influence on Social Networks 5
2.2 ADVERTISING ON SOCIAL NETWORKS 7
2.2.1 Advertising on Social Networks 7
2.2.2 Word-of-Mouth (WOM) 8
2.3 FACEBOOK 10
2.3.1 Facebook overview 10
2.3.2 Facebook’s growth 11
2.3.3 Facebook from the business perspective 13
CHAPTER 3 – RESEARCH METHODOLOGY 15
3.1 DATA COLLECTION 15
3.2 CASE SELECTION 16
3.3 GENERAL STRATEGY 17
3.4 TEST EXPERIMENT “LATIN FOOD STAND” 20
3.4.1 Present the experiment 20
3.4.2 Strategy 21
3.4.3 Outcomes 21
3.4.4 Conclusions 22
CHAPTER 4 – CASE STUDY “TACO HOUSE” 23
4.1 RESTAURANT’S BACKGROUND 23
4.2 OUTCOMES OF THE EXPERIMENT 23
CHAPTER 5 – CASE STUDY “金城廣東粥” 27
5.1 RESTAURANT’S BACKGROUND 27
5.2 OUTCOMES OF THE EXPERIMENT 27
CHAPTER 6 – CONCLUSIONS 31
6.1 DISCUSSION AND CONCLUSIONS 31
6.2 SUGGESTIONS 36
6.3 LIMITATIONS 38
REFERENCES 40
APPENDIX 44
APPENDIX 1: DATA COLLECTION SHEETS 44
APPENDIX 2: POST EXPERIMENT INTERVIEW QUESTIONS 45
APPENDIX 3: MESSAGE ON FACEBOOK 45
APPENDIX 4: TEST EXPERIMENT APPEARANCE ON FACEBOOK 46
APPENDIX 5: TEST EXPERIMENT APPEARANCE ON FACEBOOK 46
APPENDIX 6: TEST EXPERIMENT’S REACTIONS ON FACEBOOK ON THE EVENT’S WALL 47
APPENDIX 7: TEST EXPERIMENT’S REACTIONS ON FACEBOOK ON THE FOOD PRESENTATION 47
APPENDIX 8: FACEBOOK, SOCIAL MEDIA JUGGERNAUT (INFOGRAPHIC) 48

 
Table of Figures
FIGURE 1 EXPERIMENT’S OVERVIEW 18
FIGURE 2 GRAPH OF THE RESULTS TACO HOUSE 24
FIGURE 3GRAPH OF THE RESULTS OF THE 金城廣東粥 28


 
Table of Tables
TABLE 1 INTERVIEW’S INFORMATION 16
TABLE 2POINTS AWARDED FOR THE TACO HOUSE 24
TABLE 3 POINTS AWARDED FOR THE 金城廣東粥 29

 

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