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研究生:Enrico Aziezy
研究生(外文):Enrico Aziezy
論文名稱:YouTube社群媒體連結度影響因素之研究
論文名稱(外文):The Influencing Factors of Social Media Engagement on YouTube
指導教授:陳振燧陳振燧引用關係
指導教授(外文):Chen, Cheng-Hsui
口試委員:潘立芸凌儀玲
口試委員(外文):Pan, Lee-YunI Ling Ling
口試日期:2022-01-07
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:英文
論文頁數:131
中文關鍵詞:客戶參與度美容美妝Youtuber信息內容影片種類專業知識
外文關鍵詞:Customer EngagementBeauty YouTubersMessage AppealsType of SponsorshipExpertise
IG URL:cocoobop
Facebook:Enrico Aziezy
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在新冠肺炎疫情時代下,人與人之間需要保持社交距離且無法外出,所以社交媒體變得必不可少。如今,各大品牌或公司非常流行通過YouTube的網路紅人來推廣其產品。主要是通過網路紅人的社交媒體平台(尤其是YouTube)的影響力來接觸更大的市場。然而,需要更好地了解推動網路紅人行銷整體有效性的因素,特別是信息內容的有效性。為了達到研究目的,通過直接觀察法收集了800個YouTube影片,以得出客戶參與度是網路紅人行銷有效性的參數。
研究結果表明,在Instagram上的客戶參與度受到信息內容(如:資訊信息內容和情感信息內容)的不同影響,而這些內容又受到影片類型和YouTuber專業知識的進一步調節。結果顯示,在產生客戶參與度方面,資訊信息內容比情感信息內容更具有效性。當影片被標為有贊助時,資訊信息內容在產生客戶參與度方面略有成效。此外,當美容美妝Youtuber的專業知識很豐富時,資訊信息內容比情感信息內容更有效的產生客戶參與度。總而言之,研究結果揭示了信息內容,影片種類,及Youtuber專業知識在產生客戶參與度方面的可行性。

Social media has become essential during the covid-19 pandemic because social distancing is needed, and people cannot perform activities outside. YouTube nowadays has become a popular social media platform for a brand or company to promote its products through social media influencers. Social media influencers are essential features that functioned to reach out to massive markets by their influence through their social media channels, particularly YouTube. However, a better understanding of factors driving the effectiveness of social media influencer marketing and message appeals campaigns needs to be developed.
In this study, 800 data of YouTubes videos are collected through direct observation on YouTube to identify customer engagement as the parameter of the effectiveness of social media influencer marketing. The finding suggests that customer engagement on Instagram is affected differently by message appeals (e.g., informational message appeals and emotional message appeals), further moderated by the type of sponsorship and expertise. The result shows that the informational message appeals drive effectiveness better than the emotional message appeals in generating customer engagement. Furthermore, when a video is valued as having sponsorship disclosures, the informational message appeals better generate customer engagement. Additionally, when expertise is high, the informational message appeals are more effective than emotional appeals in generating customer engagement. Altogether, the research finding highlights the feasibility of message appeals, type of sponsorship, and expertise in generating customer engagement.

摘要 i
ABSTRACT ii
Acknowledgements iii
Table of Contents iv
List of Tables vi
List of Figures vii
CHAPTER 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Statement of the Problem and Research Questions 8
1.3 Research Objectives 9
1.4 Research Benefits 10
CHAPTER 2 LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT 11
2.1 User Generated Content (UGC) 11
2.2 Social Media Engagement 11
2.3 Recent Literatures for UGC 13
2.4 Message Appeals 16
2.5 Type of Sponsorship 18
2.6 Expertise 20
2.7 Beauty YouTuber 23
2.8 Hypothesis Development 25
2.9 Conceptual Framework 31
CHAPTER 3 METHODOLOGY 32
3.1 Research Methods 32
3.2 Population and Sample 33
3.3 Data Collection Technique 34
3.4 Research Variable 35
3.5 Data Analysis Technique 55
3.6 Research Procedure 56
CHAPTER 4 RESULTS AND DISCUSSION 58
4.1 Results of Descriptive Analysis 58
4.2 ANOVA Test 64
4.3 Wilcoxon Signed-Rank test and Independent T Test 66
4.4 MANOVA Statistical Test 69
4.4 Message Appeals Effect 81
4.5 Type of Sponsorship Effect 82
4.6 The Role of Expertise Effect 82
CHAPTER 5 CONCLUSIONS AND IMPLICATIONS 85
5.1 Conclusions 85
5.2 Managerial Implications 86
5.3 Limitations and Future Research 89
References 91
APPENDICES 105
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