臺灣博碩士論文加值系統

為了更貼近消費者，企業紛紛投入人力物力經營社群，社群行銷因而成為近年的顯學。固然有不少企業獲得良好成效，卻有更多企業的網路社群形同虛設，幾乎無消費者參與，或縱有粉絲，卻是微弱的發聲和互動。面對空屋般的社群，如何予以活化乃成為重要的經營課題。雖然已有研究從不同構面提出社群參與相關的建議，卻少有從實務角度探討如何提高社群參與的文獻。本研究從提高社群參與的頻次和層次的角度，探索活化社群參與所涵蓋的構面、步驟及關鍵要素？透過文獻探討及深度訪談不同產業的領導品牌、國際性媒體代理商和數位行銷專家，本研究建構出「TRACE社群行銷策略模型」，其中包含：Target目標設定、Relevance受眾關聯、Approach觸及誘因、Complement整合互補、Engagement互動管理五大構面、十四項關鍵要素。本模型將有助於建立社群行銷的正確思維，指引明確做法，並有利於社群參與之活化。

Although businesses are investing a tremendous amount of resources in social media marketing, but the effects are limited. Solutions and strategies are urgently required to deal with users becoming more rigid. Therefore, gaining user’s participation has become an important issue. Despite various suggestions offered by related studies in the past from different perspectives, systematic integration from a practical standpoint remains lacking. Therefore, this study is designed to explore the dimensions that marketing strategies should cover in order to engage user participation from a practical approach and identify the key elements and steps to be taken. Through reviews of relevant literature and qualitative analysis of in-depth interviews with experts and representatives of leading brand names, international media agents and digital marketers, the author has constructed a “TRACE social media marketing strategic model”, which comprises components including “Target”, “Relevance”, “Approach”, “Complement” and “Engagement” in addition to 14 key factors that will assist businesses to foster the right concepts to energize social media users from the perspective of increasing their participation frequency and depth while formulating a suitable blueprint for their own social media marketing strategies to achieve optimal results.

謝誌 I
摘要 II
Abstract III
目錄 IV
表目錄 VI
圖目錄 VII
第一章、 緒論 1
第一節、 研究動機與目的 1
第二章、 文獻探討 2
第一節、 社群媒體及社群行銷 2
第二節、 社群行銷策略 6
第三節、 社群參與 8
第四節、 小結 10
第三章、 研究方法 12
第一節、 研究流程 12
第二節、 深度訪談 12
一、 訪談對象與訪談過程 12
二、 訪談大綱 13
第三節、 質化分析 14
第四章、 研究分析與結果 15
第一節、 活化社群參與之構面及要素 15
一、 構面一：目標設定 15
二、 構面二：受眾關聯 18
三、 構面三：觸及誘因 21
四、 構面四：整合互補 23
五、 構面五：互動管理 26
第五章、 發現與討論 30
第一節、 理論貢獻 32
第二節、 實務意涵 34
第三節、 研究限制 35
第六章、 參考文獻 36
中文文獻 36
英文文獻 36
附錄一 41
附錄二 44
附錄三 47
附錄四 49
附錄五 51
附錄六 54
附錄七 56
附錄八 58
附錄九 61

中文文獻
王仕茹、黃恆獎與楊昀璇，2016。發言或緘默：心理安全與自我效能在社會資本影響社群網站使用者知識分享行為上所扮演的中介角色。臺大管理論叢，第二十六卷第二期：37-71。
江義平與林志穎，2010。網路品牌個性對品牌權益影響效果探究。管理學報，第二十七卷第一期：17-38。
洪秀瑜與蔡顯童，2016。品牌社群的消費者忠誠之雙元路徑模型。管理學報，第三十三卷第四期：559-585。
陳冠仰、陳柏元、戴有德與巫立宇，2016。知覺品質、知覺價值與行為意圖關係之研究－交易成本觀點。臺大管理論叢，第二十七卷第一期：191-224。
廖國鋒與周怡嘉，2013。品牌社群凝聚力對消費者購買意願影響之跨層次分析。管理學報，第三十卷第二期：127-145。
英文文獻
Agius, A. 2015. 7 Content Marketing Roles You Should Fill to Build a Greater Presence. https://www.entrepreneur.com/article/248698. Accessed October 8, 2016.
Ashley, C. & Tracy, T. 2015. Creative strategies in social media marketing: An exploratory study of brand social content and consumer engagement. Psychology & Marketing, 32(1): 15-27.
Aula, P. 2010. Emerald article: Social media reputation risk and ambient publicity management. Strategy & Leadership, 38(6): 43-49.
Badea, M. 2014. Social media and organizational communication. Social & Behavioral Sciences, 149: 70-75.
Barker, M. S., Donald, I. B., Nicholas, F. B., & Krista, E. N. 2013. Social media marketing: A strategic approach. Cincinnati, OH: South-Western College Pub.
Batra, R. & Kevin, L. K. 2016. Integrating marketing communications: New Findings, new lessons, and new ideas. Journal of Marketing, 80(6): 122-145.
Belk, R. W. 1988. Possessions and the extended self. Journal of Consumer Research, 15(2): 139-168.
Bianchi, C. & Lynda, A. 2015. Investigating marketing managers' perspectives on social media in Chile. Journal of Business Research, 68(12): 2552-2559.
Boyd, D. M. & Nicole, B. E. 2007. Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1): 210-230.
Brenner, E. V. 2000. Virtual communities in the business world. Information Today, 17(11): 67-68.
Chang, Y. T., Hueiju, Y., & Hsi, P. L. 2015. Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4): 777-782.
Chanthinok, K., Phaprukbaramee, U., & Prathanporn, J. I. 2015. Social media marketing strategy and marketing outcomes: A conceptual framework. Proceedings of the Academy of Marketing Studies, 19(2): 35.
Culnan, M. J., Patrick, J. M., & Jesus, I. Z. 2010. How large U.S. companies can use twitter and other social media to gain business value. MIS Quarterly Executive, 9(4): 243-260.
Doorn, J. V., Katherine, N. L., Vikas, M., Stephan, N., Doree´n, P., Peter P., & Peter, C. V. 2010. Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research 13(3): 253-266.
Escalas, J. E. & James, R. B. 2005. Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3): 378-389.
Felix, R., Philipp, A. R., & Chris, H. 2016. Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70: 118-126.
Fisher, T. 2009. ROI in social media: A look at the arguments. Journal of Database Marketing & Customer Strategy Management, 16(3): 189-195.
Fournier, S. 1998. Consumers and their brands: Developing relationship theory in consumer research Journal of Consumer Research, 32(3): 343-373.
Gebauer, J., Johann, F., & Roland, P. 2013. The dark and the bright side of co-creation: Triggers of member behavior in online innovation communities. Journal of Business Research, 66(9): 1516-1527.
Glaser, B. G. & Anselm, L. S. 1968. The discovery of grounded theory: Strategies for qualitative research. Chicago: Aldine Publishing Company.
Hagel III, J. & Arthur, G. A. 1997. Net gain: Expanding markets through virtual communities. Boston: Harvard Business School Press.
Hanna, R., Andrew, R., & Victoria, L. C. 2011. We’re all connected: The power of the social media ecosystem, Business Horizons, 54(3): 265-273.
Hoffman, D. L. & Marek, F. 2010. Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1): 41-50.
Hutton, G. & Maggie, F. 2011. The globalization of social media consumer relationships with brands evolve in the digital space. Journal of Advertising Research, 51(4), 564-570.
John, L. K., Oliver, E., Sunil, G., & Michael, I. N. 2017. Does “Liking” lead to loving? The impact of joining a brand’s social network on marketing outcomes. Journal of Marketing Research, 54(1): 144-155.
Kaplan, A. M. & Michael, H. 2010. Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1): 59-68.
Karimi, S. & Hengameh, S. N. 2015. Social media marketing (SMM) strategies for small to medium enterprises (SMES). International Journal of Information, Business & Management, 7(4): 86-98.
Keenan, A. & Ali, S. 2009. Sociability and social interaction on social networking websites. Library Review, 58(6): 438-450.
Kietzmann, J. H., Kristopher, H., Ian, P. M., & Bruno, S. S. 2011. Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54: 241-251.
Kollock, P. 1999. The economies of online cooperation: Gifts and public goods in cyberspace. Working paper, University of California.
Kumar, A., Ram, B., Rishika, R., Ramkumar, J., & Praveen, K. K. 2016. From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1): 7-25.
Kumar, V. & Werner, R. 2016. Creating enduring customer value. Journal of Marketing, 80(6): 36-68.
Labrecque, L. I., Jonas, V. D. E., Charla, M., Thomas, P. N., & Charles, F. H. 2013. Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4): 257-269.
Lamberton, C. & Andrew, T. S. 2016. A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6): 146-172.
Larson, K. & Richard, W. 2011. The Value of Social Media: Toward Measuring Social Media Strategies. Paper presented at the 32nd International Conference on Information Systems, Shanghai.
McCarthy, I. P., Thomas, B. L., Brain, W., & Brian, R. G. 2010. A multidimensional conceptualization of environmental velocity. Academy of Management Review, 35(4): 604-626.
Muntinga, D. G., Marjolein, M., & Edith, G. S. 2011. Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1): 13-46.
Naylor, R. W., Cait, P. L., & Patrica, M. W. 2012. Beyond the “Like” button: The impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. Journal of Marketing, 76(6): 105-120.
Noble, C. H., Stephanie, M. N., & Mavis, T. A. 2012. Let them talk! Managing primary and extended online brand communities for success. Business Horizons, 55: 475-483
Parr, B. 2015. Captivology: The Science of Capturing People's Attention. NY: HarperCollins Publishing & Blackstone Audio.
Plant, R. 2004. Online communities. Technology in Society, 26(1): 51-65.
Preece, J. & Ben, S. 2009. Sociability and usability in online communities: Determining and measuring success. Behaviour & Information Technology, 1(1): 13-32.
Preece, J. 2001. Sociability and usability in online communities: Determining and measuring success. Behavior & Information Technology, 20(5): 347-356.
Quesenberry, K. A. 2016. Social media is too important to be left to the marketing department. https://hbr.org/2016/04/social-media-is-too-important-to-be-left-to-the-marketing-department. Accessed May 22, 2016.
Rishika, R., Ashish, K., Ramkumar, J., & Ram, B. 2013. The effect of consumers’ social media participation on consumer visit frequency and profitability: An empirical investigation. Information Systems Research, 24(1): 108-127.
Schultz, D. E. & James, P. 2013. Social media’s slippery slope: Challenges, opportunities and future research directions. Journal of Research in Interactive, 7(2): 86-99.
Shih, C. C., Tom, L., & Pin, L. 2014. Fan-centric social media: The Xiaomi phenomenon in China, Business Horizons, 57(3): 349-358.
Sirgy, M. J. 1985. Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13(3): 195-206.
Trainor, K. J., James, A., Adam, R., & Raj, A. 2014. Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6): 1201-1208.
We are social. 2017. Digital in 2017: Southeast Asia regional overview. http://wearesocial.com/blog/2017/02/digital-southeast-asia-2017 Accessed February 18, 2017.
Weinberg, B. D. & Ekin, P. 2011. Social spending: Managing the social media mix. Business Horizons, 54(3): 275-282.
Werder, K., Remko, H., & Slinger, J. 2014. Information System. Social Media for Success: A Strategic Framework. Paper presented at the Pacific Asia Conference on Information Systems, Chengdu, China.
Wu, J. J. & Alex, S. L. T. 2008. Factors affecting members' trust belief and behaviour intention in virtual communities. Behaviour Information Technology, 27(2): 115-125.
Yi, Y. & Taeshik, G. 2013. Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9): 1279-1284.