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| Title: | 藉內省意見領袖優化社群媒體B2C2C 網路口碑行銷影響力
Optimizing B2C2C eWOM Likelihood in Social Media through the Introvert Leaders |
| Authors: | 黃志騰
Huang, Chih Teng |
| Contributors: | 苑守慈
Yuan, Soe Tysr
黃志騰
Huang, Chih Teng |
| Keywords: | 社群媒體上的口碑行銷
顧客參與
內省意見領袖
品牌價值共創與整合行銷
Word of Mouth on Social media
Customer Engagement
Introvert Leader
Co-branding integrated marketing |
| Date: | 2015 |
| Issue Date: | 2015-08-17 14:07:49 (UTC+8) |
| Abstract: | 在社群網路發展蓬勃的時代，各企業都要求行銷人員尋求在社群網路曝光最大化的方法。企業也渴望透過培養忠實顧客得到穩定的顧客關係;換句話說，企業無意識地在顧客參與度的方面進行著墨。除此之外，企業習慣於藉著整合(聯合)性行銷來增加企業曝光度以及減少行銷成本；但僅止於與利益關係夥伴的行銷而喪失了更進一步培養顧客關係的機會。在我們的研究中，我們發展了原創性的概念性架構去幫助企業完成三項目標：優化口碑行銷之可能性、發展顧客參與度、以及加強與合作夥伴整合性行銷的效益。本研究設計了顧客參與平台，提供企業以協助企業管理粉絲專頁、發展顧客參與度以及挑選適合的合作夥伴以進行整合性行銷。我們研究發現，內省意見領袖之顧客參與度與文章型態以及內容有顯著關係，他們較容易受到知識性文章內容所吸引；而一般Facebook使用者也容易因朋友分享文章而有更高度閱讀的意願。我們也藉由這些發現針對兩間企業進行聯合行銷的個案研討，成功提高其B2C2C在Facebook上的口碑行銷廣度和顧客參與深度。
In view of the explosive growth of social network, businesses want their marketers to find ways to be more ad exposure. Furthermore, businesses desire to get loyal customer for sustainable customer relationship; in other words, businesses are interested in developing customer engagement, even if they do not realize that they are so. Besides, businesses used to increase their brand exposure and decrease marketing cost through integrated marketing, but merely cooperating with stakeholders lost opportunity to further cultivate customer relations. In this study, we develop an original conceptual framework to assist business to complete three objectives: locally optimizing eWOM likelihood, developing customer engagement, and enhancing effectiveness of integrated marketing with cooperation stakeholder. We design an engagement site to help businesses choose their cooperation stakeholders, manage their fan page and further engage their customers on their fan page through our services provided on engagement site. Our finding includes the insights of the significant engagement degree between the informative content article and introvert leaders, the introvert leader to arouse their friends’ interest by the article, the method to enhance B2C2C eWOM through the introvert leaders and the practices of cooperating campaign between two businesses on Facebook. |
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| Description: | 碩士
國立政治大學
資訊管理研究所
102356022 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0102356022 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
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