(3.236.222.124) 您好!臺灣時間:2021/05/19 11:37
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:裴治平
研究生(外文):GREGOR PECHMANN
論文名稱(外文):The Role of Content Marketing in the Co-Creation of Value at ASUS
指導教授(外文):JOSEPHINE LIANG NIO
口試委員:梁丹青施武榮楊雅博
口試委員(外文):JOSEPHINE LIANG NIOWURONG SHIHYA-BO YANG
口試日期:2017-05-26
學位類別:碩士
校院名稱:南臺科技大學
系所名稱:商管專業學院
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:英文
論文頁數:119
外文關鍵詞:Content marketingCo-Creation of ValueNew MarketingOnlineSocial MediaMicrositesASUS
相關次數:
  • 被引用被引用:0
  • 點閱點閱:74
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
In the last decades, a shift from traditional to new marketing has occurred, caused by the ubiquity of internet access individuals can use to compare products and services within seconds. To facilitate sales, online marketers try to build relationships with customers via websites, microsites and social media, which represents the core of the new discipline - Content Marketing. On these platforms companies provide entertainment, information or a place where customers can interact with the company or other users. Benefits from this dialogue approach do not only show in increased sales, but also reinforce product and service innovation internally and brand awareness externally. Hereby six quintessential components of content marketing are evaluated: creation, curation, optimization, social media, amplification and analysis. The purpose of this work is to find relations between those six components with the four methods of Co-Creation of Value: brand use, social networking, community engagement and impression management. To find out how the different steps of content marketing facilitate the co-creation of value at the Taiwanese consumer electronics manufacturer ASUStek Computer Inc., a case study approach has been pursued. For the research methodology both, qualitative and quantitative methods have been used. For qualitative research interviews with leading online marketing employees has been conducted. The quantitative study is designed around the social media activity of ASUS GLOBAL Facebook page. The case study suggests, that creation of content has relation to impression management and brand use. Further curation of content facilitates justification and evangelization, both parts of impression management. Optimization does not have a direct relation to co-creation of value, yet lays the fundament for it. Social media is suggested to have a relation to impression management, brand use and community engagement. Amplification does not have a significant relation to co-creation, but also an indirect cause-effect-relation. Analysis facilitates co-creation of value vie the social feedback cycle as well as organisational learning. Limitations of the study deal with the research scope and research design. Suggestions for future research are discussed at the end of the paper.
In the last decades, a shift from traditional to new marketing has occurred, caused by the ubiquity of internet access individuals can use to compare products and services within seconds. To facilitate sales, online marketers try to build relationships with customers via websites, microsites and social media, which represents the core of the new discipline - Content Marketing. On these platforms companies provide entertainment, information or a place where customers can interact with the company or other users. Benefits from this dialogue approach do not only show in increased sales, but also reinforce product and service innovation internally and brand awareness externally. Hereby six quintessential components of content marketing are evaluated: creation, curation, optimization, social media, amplification and analysis. The purpose of this work is to find relations between those six components with the four methods of Co-Creation of Value: brand use, social networking, community engagement and impression management. To find out how the different steps of content marketing facilitate the co-creation of value at the Taiwanese consumer electronics manufacturer ASUStek Computer Inc., a case study approach has been pursued. For the research methodology both, qualitative and quantitative methods have been used. For qualitative research interviews with leading online marketing employees has been conducted. The quantitative study is designed around the social media activity of ASUS GLOBAL Facebook page. The case study suggests, that creation of content has relation to impression management and brand use. Further curation of content facilitates justification and evangelization, both parts of impression management. Optimization does not have a direct relation to co-creation of value, yet lays the fundament for it. Social media is suggested to have a relation to impression management, brand use and community engagement. Amplification does not have a significant relation to co-creation, but also an indirect cause-effect-relation. Analysis facilitates co-creation of value vie the social feedback cycle as well as organisational learning. Limitations of the study deal with the research scope and research design. Suggestions for future research are discussed at the end of the paper.
ABSTRACT I
ACKNOWLEDGEMENTS II
LIST OF TABLES VI
LIST OF FIGURES VII

CHAPTER 1: INTRODUCTION 1
1.1 Research Background & Motivation 1
1.2 The Rise of Social Media and Content Marketing 2
1.3 Research Objectives & Research Questions 3
1.4 Research Content & Flowchart 4

CHAPTER 2: LITERATURE REVIEW 6
2.1 Previous Research 6
2.2 Marketing Definition 6
2.2.1 Historical Evolution of Marketing 7
2.2.2 Old Marketing vs. New Marketing 9
2.2.3 Digital vs. Online Marketing 13
2.3 Online Marketing Basics 13
2.3.1 IEMF Framework 13
2.3.2 ACT Methodology 16
2.3.3 Zero Moment of Truth 17
2.3.4 Categories of Media 18
2.3.5 Search Engine Advertising 20
2.3.6 Electronic Word of Mouth 21
2.3.7 Social Media Marketing 22
2.3.8 Content Marketing 24
2.3.9 Synopsis 26
2.4 Consumer Engagement 26
2.4.1 Social Feedback Cycle 27
2.4.2 COBRAs 29
2.4.3 Types of Engagement 30
2.4.4 Brand Community 32
2.4.5 Co-Creation of Value 33
2.5 Content Marketing Strategy 37
2.5.1 Creation 37
2.5.2 Curation 40
2.5.3 Optimization 41
2.5.4 Social Media 41
2.5.5 Amplification 43
2.5.6 Analysis 43
2.6 Company Introduction 44

CHAPTER 3: RESEARCH METHODOLOGY 51
3.1 Research Design 51
3.2 Data Sources 53
3.3 Methodology 55
3.4 Analysis 57

CHAPTER 4: CASE STUDY 64
4.1 Results 64
4.1.1 Creation 64
4.1.2 Curation 66
4.1.3 Optimization 67
4.1.4 Social Media 69
4.1.5 Amplification 69
4.1.6 Analysis 70

CHAPTER 5: CONCLUSION 73
5.1 Main Findings 73
5.2 Limitations 76
5.3 Future Research 78

BIBLIOGRAPHY 79

APPENDIX A 87
INTERVIEW TRANSCRIPT 1 90
INTERVIEW TRANSCRIPT 2 93
INTERVIEW TRANSCRIPT 3 101
INTERVIEW TRANSCRIPT 4 104


Allagui, I., & Breslow, H. (2016). Social media for public relations: Lessons from four effective cases. Public Relations Review(Vol. 42), pp. 20-30.
AmericanMarketingAssociation. (2013). About AMA. Retrieved November 22, 2016, from American Marketing Association: https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx
Armelini, G., & Villanueva, J. (2011). Adding Social Media to the Marketing Mix. The Power of Word of Mouth. Deep insight(Vol. 9), pp. 29-36.
ASUS.com. (2016). ASUS Ranks Number One in Gaming Laptops with 40% Global Market Share. Retrieved March 26, 2017, from Asus.com: https://www.asus.com/News/BMUxFoU7qC8H7bbl
ASUS.com. (2017). About ASUS. ASUS DNA. Retrieved March 21, 2017, from ASUS.com: https://www.asus.com/About_ASUS/ASUS-DNA/
ASUS.com. (2017). About ASUS. The Meaning of ASUS. Retrieved March 21, 2017, from ASUS.com: https://www.asus.com/About_ASUS/The-Meaning-of-ASUS
ASUS.com. (2017). About ASUS. Winning formular. Retrieved March 21, 2017, from ASUS.com: https://www.asus.com/About_ASUS/Winning-formula/
ASUS.com. (2017). ASUS. Retrieved March 28, 2017, from ASUS: https://www.asus.com/
ASUS.com. (n.d.). Awards ASUS Memopad. Retrieved March 28, 2017, from ASUS.com: http://portfolio.ff0000.com/awards_asus_memopad/
ASUStek Computer Inc. (2016). 2015 Annual Report. Taipei: ASUS.
Barnes, S. J. (2002). Wireless digital advertisement: Nature and implications. International Journal of Advertising: The Review of Marketing Communications(Vol. 21), pp. 399-420.
Bartels, R. (1988). The History of Marketing Thought. Columbus, OH: Publishing Horizons.
Bendapudi, N., & Leone, R. P. (2003). Psychological Implications of Customer Participation in Co-Production. Journal of Marketing(Vol. 67), pp. 14-28.
Bokor, T. (2014). More Than Words - Brand Destruction In The Online Sphere. Vezetestudomany(Vol. 45), pp. 40-45.
Brinker, S. (2010). 137 different kinds of marketing. Retrieved November 22, 2016, from Chief Marketing Technologist Blog: http://chiefmartec.com/2010/12/131-different-kinds-of-marketing/
Brown, J., Broderick, A. J., & Lee, N. (2007). Word of Mouth Communication Within Online Communities: Conceptualizing the Online Social Network. Journal of Interactive Marketing(Vol. 21), pp. 2-20.
Chaffey, D., & Smith, P. R. (2013). Emarketing Exellence. Planning and optimizing your digital marketing. Agingdon: Routledge.
Chen, C.-Y., Shih, B.-Y., Chen, Z.-S., & Chen, T.-H. (2011). The exploration of internet marketing strategy by search engine optimization: A critical review and comparison. African Journal of Business Maangement(Vol. 5), pp. 4644-4649.
Chris, A. (2013). Digital Marketing VS Internet Marketing – What is the latest trend? Retrieved November 23, 2016, from Reliablesoft: https://www.reliablesoft.net/digital-marketing-vs-internet-marketing-what-is-the-latest-trend/
CISION, I. (2013). Power Your Story. Content Marketing Essentials for PR [EBook]. Cision, Inc.
Cohen, H. (2011). 72 Marketing Definitions. Retrieved November 22, 2016, from Heidi Cohen, actionale marketing guide: http://heidicohen.com/marketing-definition/
Constantinides, E., & Fountain, S. J. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice(Vol. 9), pp. 231-244.
ContentMarketingInstitute. (2016). What is Content Marketing. Retrieved November 28, 2016, from Content Marketing Institue: http://contentmarketinginstitute.com/what-is-content-marketing/
Cvikikj, I., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), pp. 843-861.
de Valck, K., van Bruggen, G. H., & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems(Vol. 47), pp. 185-203.
Duncan, S. (2010). Using Web Analytics to Measure the Impact of Earned Online Media on Business Outcomes: A Methodological Approach [White Paper]. Context Analytics and Text100.
Edelman, B., & Ostrovsky, M. (2007). Strategic Bidder Behavior in Sponsored Search Auctions. Decision support systems(Vol. 43), pp. 192-198.
Edelman, B., Ostrovsky, M., & Schwarz, M. (2007). Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords. (Vol. 97), pp. 242-259.
ESGFX.com. (2017). ESGFX.com/ASUS. Retrieved March 21, 2017, from ESGFX.com: https://static.esgfx.com/asus.png
Evans, D., & McKee, J. (2010). Social Media Marketing. The Next Generation of Business Engagement. Indianapolis, IN: Wiley Publishing, Inc.
Evans, M. P. (2007). Analysing Google ranking through search engine optimization data. Internet Research(Vol. 17), pp. 21-37.
Facebook-Business. (2016). An update on metrics and reporting. Retrieved December 6, 2016, from Facebook: https://www.facebook.com/business/news/metrics-reporting-update
Fain, D. C., & Pederson, J. O. (2006). Sponsored Search: A Brief History. Bulletin of the Amarican Society for Information Science and Technology, pp. 12-13.
Falls, J. (2013). Knowing Your Audience Is Key To Any Marketing Success. Retrieved November 28, 2016, from Social Media Explorer: http://www.socialmediaexplorer.com/social-media-research-2/knowing-your-audience-is-key-to-any-marketing-success/
Feldstein, A. P. (2007). Brand Communities in a World of Knowledge-based Products and Common Property. Cambrigde, MA: Media in Transition MiT5.
Forbes.com. (2016). World's Biggest Public Companies. Retrieved March 21, 2017, from Forbes.com: https://www.forbes.com/global2000/list/
Google. (2016). GoogleApis.com. Retrieved March 8, 2017, from https://think.storage.googleapis.com/.../creator-playbook-for-bra...
Google-Small-Business. (2016). About. Retrieved December 6, 2016, from Google+: https://plus.google.com/+GoogleBusiness
Grewal, D., Bart, Y., Spann, M., & Zubcsek, P. P. (2016). Mobile Advertising: A Framework and Research Agenda. Journal of Interactive Marketing(Vol. 34), pp. 3-14.
Grönoos, C. (2006). On defining marketing: Finding a new road map for marketing. Marketing Theory(Vol. 6), pp. 395-417.
Gurau, C. (2008). Integrated online markeitng communication: Implementation and management. Journal of Communication Management(Vol. 12), pp. 169-184.
Heinonen, K. (2011). Consumer activity in social media: Managerial spproaches to consumers' social media behavior. Journal of Consumer Bahviour(Vol. 10), pp. 356-364.
Ho, J. Y., & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research(Vol. 63), pp. 1000-1026.
Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. S. (2010). Consumer Cocreation in New Product Development. Journal of Service Research(Vol. 13), pp. 283-296.
Hsieh, S. H., & Chang, A. (2016). The Psychological Mechanism of Brand Co-Creation Engagement. Journal of Interactive Marketing(Vol. 33), pp. 13-26.
Kabani, S. (2012). The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue . Tantor Media.
Kannan, P., Chang, A.-M., & Whinston, A. B. (2001). Wireless Commerce: Marketing Issues and Possibilities. 34th Hawaii International Conference on System Science, (pp. 1-6). Haiwaii.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons(Vol. 53), pp. 59-68.
Kent, M. L., & Taylor, M. (2016). From Homo Economicus to Homo dialogicus: Rethinking social media use in CSR communication. Public Relations Review(Vol. 42), pp. 60-67.
Kirby, J., & Marsden, P. (2006). Connected Marketing. The Viral, Buzz and Word of Mouth Revolution. Oxford: Butterworth-Heinemann.
Kotler, P., & Levy, S. J. (1969). Broadening the Concept of Marketing. Journal of Marketing, January(Vol. 33), pp. 10-15.
Krishnamurthy, S. (2006). Introducing E-MERKPLAN: A practical methodology to plan e-marketing activities. Business Horizons(Vol. 49), pp. 51-60.
Krishnamurthy, S., & Singh, N. (2006). The international e-marketing framwork (IEMF). Identifying the building blocks for future global e-marketing research. International Marketing Review(Vol. 22), pp. 605-610.
Lecinski, J. (2011). ZMOT - Winning the Zero Moment of truth. Google.
Lei, R. (2015). The past, present and future of ASUS, according to its chairman. Retrieved March 21, 2017, from Engadget.com: https://www.engadget.com/2015/08/16/asus-chairman-jonney-shih-interview/
Li, Z. (2016). Psychological empowerment on social media: Who are the empowered users? Public Relations Review(Vol. 42), pp. 49-59.
Mathey, A. (2015). Content Marketing 101: Creative Content Marketing for Canadian Artists and Cultural Organizations [White Paper]. Culture Days.
Mathwick, C. (2002). Understanding the Online Consumer: A Typology of Online Relational Norms and Behavior. Journal of Interactive Marketing(Vol. 16), pp. 40-55.
Matijevic-Beisteiner, G. (2014). Targeting - Methoden und Lösungsansätze für die Ansprache von Zielgruppen im Internet. In IAB, Online-Marketing in Österreich 2014 (pp. 95-104). Wien: Internet Advertising Bureao Austria.
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building Brand Community. Journal of Marketing(Vol. 66), pp. 38-54.
Mercer, C. (2014). Traditional vs. Online Marketing. The Real Value of your Online Marketing Efforts. Retrieved November 23, 2016, from Seriously Simple Marketing: http://seriouslysimplemarketing.com/traditional-vs-online-marketing/
Muniz, A. M., & O'Guinn, T. C. (2001). Brand Community. Jounral of Consumer Research(Vol. 27), pp. 412-432.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs. Exploring motivations for brand-related social media use. International Journal of Advertising(Vol. 30), pp. 13-46.
Murdock, T. (2012). Content Marketing vs. Social Media Marketing: What's the Difference? Retrieved December 6, 2016, from Content Marketing Institute: http://contentmarketinginstitute.com/2012/02/content-marketing-vs-social-media-marketing/
Neti, S. (2011). Social Media and its Role in Marketing. International Journal of Enterprise Computing and Business Systems(Vol. 1), pp. 1-15.
O'Hern, M., & Rindfleisch, A. (2010). Customer Co-Creation: A Typology and Research Agenda. Review of marketing research(Vol. 6), pp. 84-106.
Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academic Marketing Science(Vol. 36), pp. 83-96.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creating unique value with customers. Strategy & Leadership(Vol. 32), pp. 4-9.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-Creation Experiences: The Next Practice in Value Creation. Kournal of Interactive Marketing(Vol. 18), pp. 5-14.
Pulizzi, J. (2014). Epic content marketing: How to tell a different story, break trhough the clutter, & win more customers by marketing less. USA: McGraw-Hill Education.
ROG.ASUS.com. (2017). About ROG. Retrieved 4 9, 2017, from ROG.ASUS.com: https://rog.asus.com/about-rog/
Sanders, E. B.-N., & Stappers, P. J. (2008). Co-creation and the new landscape of design. CoDesign(Vol. 4), pp. 5-18.
Schach, A. (2015). Advertorial, Blogbeitrag, Content-Strategie & Co. Neue Texte der Unternehmenskommunikation. Wiesbaden: Springer Gabler.
Schau, H. J., Muniz, A. M., & Arnould, E. J. (2009). How Brand Community Practices Create Value. Journal of Marketing(Vol. 73), pp. 30-51.
Sen, R. (2005). Optimal Search Engine Marketing Strategy. International Journal of Electronic Commerce(Vol. 10), pp. 9-25.
Sernovitz, A. (2012). Word of Mouth Marketing. How Smart Companies get People Talking. Austin, TX: Greenleaf Book Group Press.
Shao, G. (2009). Understanding the Appeal of User-Generated Media: A Uses and Gratification Perspective. Internet Research(Vol. 19), pp. 7-25.
Sharma, R., & Mokthar, I. A. (2006). Bridging the Digital Devide in Asia. The International Journal of Technology, Knowledge & Science(Vol. 1), pp. 15-30.
Shaw, E. H. (1995). The First Dialogue on Macromarketing. Journal of Macromarketing(Vol. 15), pp. 7-20.
Shaw, E. H., & Jones, D. B. (2005). A history of schools of marketing thought. Marketing Theory(Vol. 5), pp. 239-281.
Shih, B.-Y., Chen, C.-Y., & Chen, Z.-S. (2013). An Empirical Study of an Internet Marketing Strategy for Search Engine Optimization. Human Factors and Ergonomics in Manufacturing & Service Industries(Vol. 23), pp. 528-540.
Simply Measured. (2014). The Complete Guide to Facebook Analytics. How to analyze the metrics that matter. Retrieved 3 21, 2017, from http://get.simplymeasured.com/rs/simplymeasured2/images/FacebookeBookSimplyMeasured.pdf
Statista. (2016). Number of smartphones sold to end users worldwide from 2007 to 2015. Retrieved November 28, 2016, from Statista.com: https://www.statista.com/statistics/263437/global-smartphone-sales-to-end-users-since-2007/
Stephen, A. T., & Galak, J. (2012). The effects of traditional and social earned media on sales. A study of a microlending marketplace. Journal of Marketing Research(Vol. 49), pp. 624-639.
Stokes, R. (2013). eMarketing. The Essential Guide To Marketing In A Digital World (5th ed.). Quirk Education.
Taylor, D. G., Strutton, D., & Thompson, K. (2012). Self-Enhancement as a Motivation for Sharing Online Advertisment. Journal of Interactive Advertising, Vol 12(No 2), pp. 13-28.
Taylor, P., & Keeter, S. (2010). Millenials. Confident. Connected. Open to Change. PewResearchCenter.
Tiago, M. T., & Verissimo, J. M. (2014). Digital marketing and social media: Why bother? Business Horizons(Vol. 57), pp. 703-708.
Twitter. (2016). Twitter for Business. Retrieved December 6, 2016, from Twitter: https://business.twitter.com/
Vollero, A., & Palazzo, M. (2015). Cenceptualizing Content Marketing: A Delphi Approach. Mercati & Competitivita, pp. 25-44.
Waisberg, D. (2015). Google Analytics Integration. Indianapolis, IN: John Wiley & Sons, Inc.
Weber, L. (2011). Everywhere: Comprehensive digital business strategy for the social media era. Hoboken, NJ: John Wiley & Sons, Inc.
Weber, L. (2013). The social enterprise: Building a digitally driven business to gain competitive advantage. Journal of Digital & Social Media Marketing(Vol. 1), pp. 6-16.
West, D. M. (2015). Digital divide: Improving Internet access in the developing world through affordable services and diverse content. Brookings.
Wilkie, W. L., & Moore, E. S. (2012). Expanding our understanding for marketing in society. Journal of the Academic Marketing Science(Vol. 40), pp. 53-73.
Wondra, B. (2014). Bought/Paid - Owned - Earned Media im Detail. In IAB, Online-Marketing in Österreich 2014 (pp. 26-29). Wien: Internet Advertising Bureau Austria.
Wu, J., & Wu, Y. (2016). The Impact of User Review Volume on Consumers' Willingness-to-Pay: A Consumer Uncertainty Perspective. Journal of Interactive Marketing(Vol. 33), pp. 43-56.
Zerfaß, A., & Boelter, D. (2005). Die neuen Meinungsmacher. Weblogs als Herausforderung für Kampagnen, Marketing, PR and Medien. Graz: Nausner & Nausner.
Zwick, D., Bonsu, S. K., & Darmody, A. (2008). Putting Consumers to Work. "Co-creation" and new marketing govern-mentality. Journal of Consumer Culture(Vol. 8), pp. 163-196.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top