臺灣博碩士論文加值系統

摘要：
正如我們所看到的，社交媒體的巨大擴展以及許多新的行銷策略和工具的發展，企業已經轉向以更個性化和有效的方式來吸引客戶，而不是帶有一般性信息的大規模付費廣告。這些策略之一是 網紅行銷，這是一種針對較小規模，更具體的目標客戶和個人的行銷策略。本文的目的是研究藉網紅行銷如何有助於品牌在參與度和購買方面的表現。為了進一步探討該主題，對有網紅行銷經驗或目前在越南胡志明市有影響力的人進行了七次親自定性採訪。在30-45分鐘的採訪中，討論主題包括社交媒體有影響力者的利益，品牌在選擇廣告系列的有影響力者時應考慮的標準。將定性訪談的見解與二次研究相結合，可以更好地理解社交媒體上有網紅行銷的出現。

Abstract:
As we have seen the enormous expansion of social media and the evolvement of the many new marketing strategies and tools, businesses have shifted to approach customers in a more personal and effective way instead of mass paid advertising with a general message. One of these strategies is Influencer Marketing, which is a marketing strategy that focuses on a smaller scale, more specific target customers and individuals. The purpose of this thesis is to investigate how Influencer Marketing helps brands’ performance in terms of engagement and purchases. To further explore this topic, seven inperson qualitative interviews were conducted over the span of a week with those who have influencer marketing experience or are currently influencers in Ho Chi Minh City, Vietnam.
During each 30-45 minute interview session, the discussion topics included the benefit of social media influencers, which criterias brands should consider while selecting an influencer for their campaign. Combining the insights from the qualitative interviews with secondary data analysis, a better understanding of the emerge of influencer marketing on social media is achieved.

TABLE OF CONTENT


COVER………………………………………………………………………………..i
ABSTRACT (Chinese)..................................................................................................ii
ABSTRACT..…………………………………………………………………………iii
TABLE OF CONTENT...…………………………………………………………….iv
LIST OF FIGURES...………………………………………………………………….v
LIST OF FIGURES …………………………………………………………………..iv

Chapter one Introduction………………………………………………………………1

1.1 Research Background………………………………………………………………1
1.2 Research Motivation………………………………………………………………...4
1.3 Research Purposes…………………………………………………………………6
1.4 Scope of this study………………………………………………………………….6
1.5 Research Structure………………………………………………………………….6

Chapter two Literature Review………………………………………………………..7

2.1 Influencer Marketing…………………………………………………………..7
2.1.1. Definition of Influencer Marketing……………………………………..7

2.1.2. Benefits of Influencer Marketing……………………………………….9
2.1.2.1 Customer’s Trust…………………………………….………...10
2.1.2.2 More Customers Friendly…………………………………….11
2.1.2.3 Exceptional growing rate……………………………………..12
2.1.2.4 Better Return on Investment………………………………….12
2.1.1.5. Acquire better customers…………………………………….13
2.2 Online Engagement and Purchases…………….……………………………..14
2.3 Important factors that help brands choose the right influencers………………15
2.3.1 Reach……………………………..…………………………………….16
2.3.2 Target audience’s fit………………………………………..…………..16
2.3.3. Engagement……………………………………………………………17
2.3.4. Content Value………………………………………………………….17
2.3.5. Credibility……………………………………………………………...17

Chapter three Method………………………………………………………………...19

3.1 Method………………………………………………………………………..19
3.1 Case study…………………………………………………………………….19
3.2.1. Company’s profile.....……………………….........................................19
3.2.2. The Participants………………...……………………………………...20

Chapter four Influencer Marketing Insight…………………………………………...23

4.1 Influencer Marketing on increasing engagement and purchasing performance…..23
4.2 Six factors that helps brands choose the right influencers………………………..26
4.2.1 Reach……………………………..…………………………………….27
4.2.2 Engagement……….………………………………………..…………..28
4.2.3 Target Audience Fit………………………………………………..……29
4.2.4. Content Value………………………………………………………….30
4.2.5. Credibility……………………………………………………………...31
4.2.6. Brand’s objectives and budget…………………………………………33

Chapter five Conclusion and Discussion………………………………………..……34

REFERENCE………………………………………………………………………...36

LIST OF FIGURES



Figure 1. Number of social media users worldwide 2010-2021…………………………........1
Figure 2. Estimated Influencer Marketing Growth (YOY)………………………………..4
Figure 3. Influencer Marketing ROI compared to other channels……………………….5
Figure 4. Kylie Jenner’s post with HiSmile Sponsorship……………………..…………..9
Figure 5. Share of Influencers and the recommendation they generated……………..11 Figure 6. Fastest-growing online customer-acquisition method……………………….12
Figure 7. Revenue per $1 spent on influencer marketing……………………………….13
Figure 8. Quality of customers acquired through influencer marketing………………14
Figure 9. Performance Analysis on MisthyxGoute Campaign………………………….24
Figure 10. Performance Analysis on Snow Campaign…………………………………..25

 
LIST OF TABLES



Table 1. Profile of the participants………………………………………………………22

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