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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/99334
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/99334

    Title: 從價值共創角度探討社群媒體行銷 對品牌粉絲專頁影響之研究
    Investigating Effects of Social Media Marketing on Brand Performance: From the Co-creation Concept
    Authors: 彭雅瑄
    Peng, Yah Suan
    Contributors: 張欣綠
    Peng, Yah Suan
    Keywords: 社群行銷
    social media
    Facebook Fan page
    marketing strategy
    Date: 2016
    Issue Date: 2016-07-20 17:14:44 (UTC+8)
    Abstract: 社群媒體已經深刻地改變了我們的生活,並且對於企業行銷上產生了重大的影響。
    這項研究的動機來自於社群媒體 Facebook 在台灣的普及性。此外,價值共創的概念,導致消費者忠誠度的重生,他們可以參與價值鏈的任何階段。我們的目標是將價值共創概念運用於Facebook粉絲專頁經營,探索如何達到最大化的行銷效益。


    Social media has profoundly changed our lives and is having a major impact on marketing today. This research is motivated by the tremendous growth of a social computing platform, Facebook. Besides, the co-creation concept leads to a rebirth of customer loyalty. Customers, in other words, can get involved at just any stage of the value chain. We aim to apply the co-creation concept in the Facebook fan page to explore what and how co-creation in social media marketing is effective.
    Our study has collected data from Taiwan’s Government research institute – Institute for Information Industry. The results of our findings show that the co-creation level in the Facebook marketing campaigns can truly increase brand’s performance. In detail, we found that kind of information and form of exchange are more likely to increase the brand’s awareness. Type of user created content is more likely to increase the brand’s engagement while way of advocacy is more likely to decrease the brand’s engagement. In addition, co-creation level is more significantly related to campaign’s performance when the fans are over (or equal to) 25 years old, and is more significantly related to campaign’s performance when the fan page has more fans than others.
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102356031
    Data Type: thesis
    Appears in Collections:[資訊管理學系] 學位論文

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