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研究生:黃志騰
研究生(外文):Huang, Chih Teng
論文名稱:藉內省意見領袖優化社群媒體B2C2C 網路口碑行銷影響力
論文名稱(外文):Optimizing B2C2C eWOM Likelihood in Social Media through the Introvert Leaders
指導教授:苑守慈苑守慈引用關係
指導教授(外文):Yuan, Soe Tysr
學位類別:碩士
校院名稱:國立政治大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
畢業學年度:103
語文別:英文
論文頁數:111
中文關鍵詞:社群媒體上的口碑行銷顧客參與內省意見領袖品牌價值共創與整合行銷
外文關鍵詞:Word of Mouth on Social mediaCustomer EngagementIntrovert LeaderCo-branding integrated marketing
相關次數:
  • 被引用被引用:1
  • 點閱點閱:277
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
在社群網路發展蓬勃的時代,各企業都要求行銷人員尋求在社群網路曝光最大化的方法。企業也渴望透過培養忠實顧客得到穩定的顧客關係;換句話說,企業無意識地在顧客參與度的方面進行著墨。除此之外,企業習慣於藉著整合(聯合)性行銷來增加企業曝光度以及減少行銷成本;但僅止於與利益關係夥伴的行銷而喪失了更進一步培養顧客關係的機會。在我們的研究中,我們發展了原創性的概念性架構去幫助企業完成三項目標:優化口碑行銷之可能性、發展顧客參與度、以及加強與合作夥伴整合性行銷的效益。本研究設計了顧客參與平台,提供企業以協助企業管理粉絲專頁、發展顧客參與度以及挑選適合的合作夥伴以進行整合性行銷。我們研究發現,內省意見領袖之顧客參與度與文章型態以及內容有顯著關係,他們較容易受到知識性文章內容所吸引;而一般Facebook使用者也容易因朋友分享文章而有更高度閱讀的意願。我們也藉由這些發現針對兩間企業進行聯合行銷的個案研討,成功提高其B2C2C在Facebook上的口碑行銷廣度和顧客參與深度。
In view of the explosive growth of social network, businesses want their marketers to find ways to be more ad exposure. Furthermore, businesses desire to get loyal customer for sustainable customer relationship; in other words, businesses are interested in developing customer engagement, even if they do not realize that they are so. Besides, businesses used to increase their brand exposure and decrease marketing cost through integrated marketing, but merely cooperating with stakeholders lost opportunity to further cultivate customer relations. In this study, we develop an original conceptual framework to assist business to complete three objectives: locally optimizing eWOM likelihood, developing customer engagement, and enhancing effectiveness of integrated marketing with cooperation stakeholder. We design an engagement site to help businesses choose their cooperation stakeholders, manage their fan page and further engage their customers on their fan page through our services provided on engagement site. Our finding includes the insights of the significant engagement degree between the informative content article and introvert leaders, the introvert leader to arouse their friends’ interest by the article, the method to enhance B2C2C eWOM through the introvert leaders and the practices of cooperating campaign between two businesses on Facebook.
CHAPTER 1 INTRODUCTION 10
1.1 Background and Motivation 10
1.2 Research Question 11
1.3 Research Method 13
1.4 Purpose and Contribution 15
1.5 Content Organization 16
CHAPTER 2 LITERATURE REVIEW 18
2.1 eWOM 19
2.2 Customer Engagement Behavior 20
2.3 Introvert leader 24
2.4 Stakeholder co-branding marketing 26
CHAPTER 3 MOTIVITATION APPLICATION 27
3.1 The Conceptual Framework of iEngagement 27
3.1.1 Situation – Organization and Eco-stakeholders 27
3.1.2 Organism – E-empowerment 28
3.1.3 Behavior – E-empowerment CEB 29
3.1.4 Consequence - Value conversion 30
3.2 The System Architecture of iEngagement 32
3.3 System Scenario 34
CHAPTER 4 METHODOLOGY 36
4.1 Conceptual Framework 36
4.2 System Architecture 40
4.2.1 Post Measuring Module 43
4.2.2 Introvert Leader Measuring Module 43
CHAPTER 5 APPLICATION SCENARIO 47
5.1 An overview of system context 47
5.2 The system journey of the application 48
5.3 Detailed Views of the iEngagement System Experience 50
CHAPTER 6 EVALUATION 58
6.1 Propositions 58
6.2 Assumptions 60
6.3 Experiments Design Details 60
6.3.1 Data Collection Procedure Design 60
6.3.2 Design principles and details of questionnaire and case study 62
6.4 Evaluation Results 74
6.5 Discussion and Additional Data 83
CHAPTER 7 CONCLUSION 89
7.1 Contributions 89
7.2 Managerial Implications 91
7.3 Limitation and Future Works 91
APPENDIX A 93
APPENDIX B 96
APPENDIX C 105
APPENDIX D 106
REFERENCE 107

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