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研究生(外文):Yung-Ching Nien
論文名稱(外文):The Promotional Strategies in Social Networking Sites of Three Industries on Facebook Fan Pages
外文關鍵詞:FacebookSocial MediaFan PageOnline PromotionContent Analysis
  • 被引用被引用:1
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With the rapid growth of Internet, social media has become one of the most important communication platforms that significantly influenced consumers’ information sources. Facebook is one of the fast-growing social networking websites that provide a channel for marketers to connect and share information with their customers. Thus, it has become an important marketing tool between companies and their customers. In the past, the literature of social media mostly focused on the development and implementation of e-business practices. However, the research on understanding the objective of businesses to utilize the social media to connect with customers is limited.
In this study, the objective is to explore the promotion types applied by restaurant industry, household product industry, and convenience store industry who are using the Facebook to deliver the messages to their fans through the fan pages in Facebook. The study collected the posts from Facebook during 10/01/2013 to 9/30/2014 and applied the content analysis method to explore each posted articles. The analysis was conducted from service provider and customer perspective in order to understand which promotional categories are more popular and are more accepted in social networking websites.
Results from this study offered two-sided (service provider and customer) perspectives on promotion messages in Facebook fan pages among three different industries. The study results indicated that sellers and customers are caring about different things.

Chapter 1 Introduction 1
1.1. Research Background and Motivation 1
1.2. Research Purpose 3
Chapter 2 Literature Review 4
2.1. Social Media 4
2.2. Facebook 5
Chapter 3 Methodology 7
3.1 Training Data 7
3.2 Research Target 10
3.3 Content Analysis 12
3.4 Research Design 12
Chapter 4 Data Analysis 14
4.1 Restaurant Industry 14
4.1.1 Dazzling Café Honey Toast 14
4.1.2 Second Floor Cafe 16
4.2 Household Product Industry 18
4.2.1 MUJI 18
4.2.2 Working House 20
4.3 Convenience Store Industry 23
4.3.1 7-11 23
4.3.2 FamilyMart 25
Chapter 5 Discussion 28
Chapter 6 Conclusion 31
Appendix 35
Appendix 1: Examples of Announcement 35
Appendix 2: Example of New service & new product announcement 36
Appendix 3: Example of Emotional messages 36
Appendix 4: Example of Joint marketing activity 37
Appendix 5: Example of Discount messages 38
Appendix 6: Example of Promotion 38
Appendix 7: Example of Endorsement 38
Appendix 8: Example of Free gift or coupon with the purchase of a certain amount 39
Appendix 9: Example of Participate the draw with consumption 39
Appendix 10: Example of Free gift with consumption 40
Appendix 11: Example of Draw with the purchase of a certain amount 40
Appendix 12: Example of Free gift with certain consumption 41
Appendix 13: Example of Free gift with the participation of activity on Facebook 41
Appendix 14: Example of Participate the draw on Facebook activity 41
References 43

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