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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/79194
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/79194

    Title: 社群媒體平台之內容發展策略分析
    Understanding Content Development on Social Network Sites
    Authors: 莊英杰
    Chuang, Ying Chieh
    Contributors: 尚孝純
    Shang, Shari, S.C.
    Chuang, Ying Chieh
    Keywords: 社群網站
    Social networks
    content strategy
    customer engagement
    use and gratification
    Date: 2015
    Issue Date: 2015-11-02 14:47:05 (UTC+8)
    Abstract: 近年來,使用社群網站的公司數量急遽的增加,公司視社群網站為是另外一種渠道,可增加產品的曝光,並且獲取新客戶與維繫現有客戶。因此,許多公司企圖藉由多種形式與特色的內容去吸引觀看以及與客戶互動,以發揮社群網站的最大效用。然而,如何去吸引到最多客戶仍就是一個未解的謎題。管理內容發展包含許多不同的面向,包括呈現的內容、什麼樣的類別能受到顧客喜愛,以及決定最適當的時間發布,為了加強對於內容策略的了解,本篇研究提出一些方法,藉由發展社群網站內容刺激顧客參與。


    The number of enterprises that use social network sites (SNS) has increased dramatically in recent decades. Companies consider SNS to be another channel for increasing brand and product exposure and acquiring or retaining customers. Many companies attempt to leverage social networks by providing various forms of content to attract views and interact with customers. How to reach and attract the maximum number of customers remains a significant question for all types of businesses. Managing content development involves various dimensions, including determining what to present to viewers, what type of content customers prefer, and when the appropriate time is to post new content. To enhance the understanding of content strategy, this study aims to address ways to stimulate customer engagement by developing SNS content.

    Based on the use and gratification framework, this study focuses on the spectrum of strategies for satisfying users through content development. By employing a review of academic research and practical cases, this study identifies factors that can influence the intensity of content popularity and users’ behavior on SNS. The four components of content development are vividness, interactivity, richness, and emotiveness. This study tests the level of influence of each factor using data from brand fan pages of famous magazines.

    Through the research, we not only find that the interactivity and emotiveness factors would positively affect customer engagement but also verify that the intensity of customer engagement on the brand fans page is beneficial to companies. The findings can improve companies’ understanding of the attributes of quality content and how to stimulate customer engagement on SNS.
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102356016
    Data Type: thesis
    Appears in Collections:[資訊管理學系] 學位論文

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