Customer Engagement on Brand Fan Pages: An Examination of the Effects of Social Media Marketing_

:::

詳目顯示

第 1 筆 / 總合 1 筆

/1頁

來源文獻資料
摘要
外文摘要
引文資料

題名：	Customer Engagement on Brand Fan Pages: An Examination of the Effects of Social Media Marketing
書刊名：	多國籍企業管理評論
作者：	林郁翔／蘇冠年
作者(外文)：	Lin, Yu-hsiang／Su, Kuan-nien
出版日期：	2014
卷期：	8:1
頁次：	頁23-56
主題關鍵詞：	網路口碑；社群媒體；臉書；Electronic word-of-mouth；Social media；AIDA；Facebook
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:3 共同引用:0 點閱:106

社群媒體已改變企業與顧客間的互動方式，許多企業開始利用社群媒體來進行行銷以及有目的地影響顧客間的溝通。本研究之目的為探討社群媒體行銷策略對臉書粉絲團成員的網路口碑與決策之影響。本研究利用內容分析法來分析童玩節官方臉書粉絲團之513篇品牌貼文，並執行普瓦松迴歸來檢驗本研究發展之假說。結果顯示，企業提供以品牌為中心和高互動性之品牌訊息能有效提升粉絲的網路口碑行為和引起粉絲的注意；而資訊性和娛樂性之品牌訊息能有效的引起粉絲的興趣、渴望和行動。此外，粉絲的品牌情感會部分中介以品牌為中心和高互動性之品牌訊息對粉絲的網路口碑、興趣、渴望和行動之效果。

以文找文

Social media has changed the interaction between businesses and customers. Many businesses started to utilize social media for their marketing strategy, intentionally influencing consumer-to-consumer communications. The purpose of this article is to examine the effect of social media marketing on motivating Facebook users to spread electronic word-of-mouth (eWOM) and make decisions. We used a content analysis to survey 513 posts from a Facebook fan page of Yilan International Children's Folklore & Folkgame Festivel (YICFFF) and conducted poisson regression to test our hypotheses. The findings show that businesses provide brand post characteristics of brand centrality and interactivity could enhance eWOM and attention of Facebook users; brand post characteristics of information and entertainment could enhance interest, desire and action of Facebook users. Specifically, brand sentiment partially mediates brand post characteristics of brand centrality and interactivity on the number of likes, the number of comments, attention, interest, desire and action of Facebook users. Discussions and implications for the marketer are presented at the end of the article.

以文找文

期刊論文
1.	Park, N.、Kee, K. F.、Valenzuela, S.(2009)。Being immersed in social networking environment: Facebook groups, uses and gratifications, and social Outcomes。CyberPsychology & Behavior，12(6)，729-733。
2.	Lin, Y. S.、Huang, J. Y.(2006)。Internet blogs as a tourism marketing medium: A case study。Journal of Business Research，59(10)，1201-1205。
3.	Hoffman, D. L.、Fodor, M.(2010)。Can you measure the ROI of your social media marketing?。Sloan Management Review，52(1)，41-49。
4.	Chan, K. W.、Li, S. Y.(2010)。Understanding consumer-to-consumer interactions in virtual communities。Journal of Business Research，63(10)，1033-1040。
5.	Cheong, Hyuk Jun、Morrison, Margaret A.(2008)。Consumers' Reliance on Product Information and Recommendations Found in UGC。Journal of Interactive Advertising，8(2)，38-49。
6.	Chu, K. M.、Yuan, B. J. C.(2013)。The Effects of Perceived Interactivity on E-Trust and E-Consumer Behaviors: The Application of Fuzzy Linguistic Scale。Journal of Electronic Commerce Research，14(1)，124-136。
7.	Cova, B.、Cova, V.(2002)。Tribal Marketing: The tribalisation of Society and its Impact on the Conduct of Marketing。European Journal of Marketing，36(5)，595-620。
8.	Dutta, S.(2010)。What's your personal social media strategy?。Harvard Business Review，88(11)，127-130。
9.	Goldfarb, A.、Tucker, C.(2011)。Online Display Advertising: Targeting and Obtrusiveness。Marketing Science，30(3)，389-404。
10.	Gruen, T. W.、Osmonbekov, T.、Czaplewski, A. J.(2006)。eWOM: The Impact of Customer-oo-Customer Online Know-How Exchange on Customer Value and Loyalty。Journal of Business Research,，59(4)，449-456。
11.	King, R. A.、Racherla, P.、Bush, V. R.(2014)。What We Know and Don’t Know About Online Word-of-Mouth: A Review and Synthesis of the Literature。Journal of Interactive Marketing，28(3)，167-183。
12.	Kozinets, Robert V.(2001)。Utopian Enterprise: Articulating the Meanings of Star Trek's Culture of Consumption。Journal of Consumer Research，28(1)，67-88。
13.	Lee, J.、Lee, J. N.(2009)。Understanding the Product Information Inference Process in Electronic Word-of-Mouth: An Objectivity-Subjectivity Dichotomy Perspective。Information and Management，46(5)，302-311。
14.	Lin, T. M. Y.、Lu, K. Y.、Wu, J. J.(2012)。The Effects of Visual Information in eWOM Communication。Journal of Research in Interactive Marketing，6(1)，7-26。
15.	Mazaheri, E.、Richard, Marie-Odile、Laroche, Michel(2012)。The Role of Emotions in Online Consumer Behavior: a Comparison of Search, Experience, and Credence Services。Journal of Services Marketing，26(7)，535-550。
16.	Nassar, M. A.(2012)。An Investigation of Hoteliers' Attitudes toward the Use of Social Media as a Branding Tool。International Journal of Marketing Studies，4(4)，93-105。
17.	Nora, G. B.、Stephanie, J.(2013)。Adoption of Social Media by Fast-Growing Companies: Innovation among the Inc. 500。Journal of Marketing Development and Competitiveness，7(1)，11-17。
18.	Remidez, H.、Jones, N. B.(2013)。Developing a Model for Social Media in Project Management Communications。International Journal of Business and Social Science，3(3)，33-36。
19.	Saffer, A. J.、Sommerfeldt, E. J.、Taylora, M.(2013)。The Effects of Organizational Twitter Interactivity on Organization: Public Relationships。Public Relations Review，39(3)，213-215。
20.	Simula, H.、Töllinen, A.、Karjaluoto, H.(2013)。Crowdsourcing in the Social Media Era: a Case Study of Industrial Marketers。Journal of Marketing Development and Competitiveness，7(2)，122-137。
21.	Smith, A. N.、Fischer, E.、Yongjian, C.(2012)。How Does Brandrelated User-generated Content Differ across YouTube, Facebook, and Twitter?。Journal of Interactive Marketing，26，102-113。
22.	Thompson, C. J.(1997)。Interpreting Consumers: a Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers' Consumption Stories。Journal of Marketing Research，34(4)，438-455。
23.	Trusov, M.、Bodapati, A. V.、Bucklin, R. E.(2010)。Determining Influential Users in Internet Social Networks。Journal of Marketing Research，47(4)，643-658。
24.	Turri, A. M.、Smith, K. H.、Kemp, E.(2013)。Developing Affective Brand Commitment Through Social Media。Journal of Electronic Commerce Research，14(3)，201-214。
25.	Zabadi, A. M. A.、Shura, M.、Elsayed, E. A.(2012)。Consumer Attitudes toward SMS Advertising among Jordanian Users。International Journal of Marketing Studies，4(1)，77-94。
26.	Zernigah, K. I.、Sohail, K.(2012)。Consumers' Attitude towards Viral Marketing in Pakistan。Management and Marketing challenges for the knowledge society，7(4)，645-662。
27.	Markwell, K. W.(1997)。Dimensions of Photography in a Nature-Based Tour。Annals of Tourism Research，24(1)，131-155。
28.	Raney, A. A.、Arpan, L. M.、Pashupati, K.、Brill, D. A.(2003)。At the Movies, on the Web: an Investigation of the Effects of Entertaining and Interactive Web Content。Journal of Interactive Marketing，17(4)，38-53。
29.	Smith, T.(2009)。The social media revolution。International Journal of Market Research，51(4)，559-561。
30.	Yadav, M. S.、Varadarajan, R.(2005)。Interactivity in the Electronic Marketplace: An Exposition of the Concept and Implications for Research。Journal of the Academy of Marketing Science，33(4)，585-603。
31.	Thompson, S. A.、Sinha, R. K.(2008)。Brand Communities and New Product Adoption: the Influence and Limits of Oppositional Loyalty。Journal of Marketing，72(6)，65-80。
32.	Muñiz, Albert M. Jr.、Schau, Hope Jensen(2005)。Religiosity in the Abandoned Apple Newton Brand Community。Journal of Consumer Research，31(4)，737-747。
33.	Kassarjian, H. H.(1977)。Content Analysis in Customer Research。Journal of Consumer Research，4(1)，8-18。
34.	Litvin, S. W.、Goldsmith, R. E.、Pan, B.(2008)。Electronic Word-of-mouth in Hospitality and Tourism Management。Tourism Management，29(3)，458-468。
35.	Kozinets, R. V.(2002)。The Field behind the Screen: Using Netnography for Marketing Research in Online Communities。Journal of Marketing Research，39(1)，61-72。
36.	Smith, A. K.、Bolton, R. N.、Wagner, J.(1999)。A model of customer satisfaction with service encounters involving failure and recover。Journal of Marketing Research，36(3)，356-372。
37.	Brooks, Robert C. Jr.(1957)。"Word-of-Mouth" Advertising in Selling New Products。Journal of Marketing，22(2)，154-161。
38.	Zhang, J. Q.、Craciun, G.、Shin, D.(2010)。When does electronic word-of-mouth matter? A study of consumer product reviews。Journal of Business Research，63(12)，1336-1341。
39.	Jansen, Bernard J.、Zhang, Mimi、Sobel, Kate、Chowdury, Abdur(2009)。Twitter power: Tweets as electronic word of mouth。Journal of the American Society for Information Science & Technology，60(11)，2169-2188。
40.	de Vries, Lisette、Gensler, Sonja、Leeflang, Peter S. H.(2012)。Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing。Journal of Interactive Marketing，26(2)，83-91。
41.	Liu, Yong(2006)。Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue。Journal of Marketing，70(3)，74-89。
42.	Muntinga, Daninl G.、Moorman, Marjolein、Smit, Edith G.(2011)。Introducing COBRAs: Exploring motivations for brand-related social media use。International Journal of Advertising，30(1)，13-46。
43.	Muñiz, Albert M. Jr.、O'Guinn, Thomas C.(2001)。Brand Community。Journal of Consumer Research，27(4)，412-432。
44.	Chevalier, Judith A.、Mayzlin, Dina(2006)。The effect of word of mouth on sales: online book reviews。Journal of Marketing Research，43(3)，345-354。
45.	Dellarocas, Chrysanthos N.(2003)。The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms。Management Science，49(10)，1407-1424。
46.	Vargo, Stephen L.、Lusch, Robert F.(2004)。Evolving to a new dominant logic for marketing。Journal of Marketing，68(1)，1-17。
47.	Kozinets, Robert V.、De Valck, Kristine、Wojnicki, Andrea C.、Wilner, Sarah J. S.(2010)。Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities。Journal of Marketing，74(2)，71-89。
48.	Taylor, David G.、Lewin, Jeffrey E.、Strutton, David(2011)。Friends, fans, and followers: Do ads work on social networks? How gender and age shape receptivity。Journal of Advertising Research，51(1)，258-275。
49.	Brown, S.、Kozinets, R. V.、Sherry, J. F. Jr.(2003)。Teaching old brands new tricks: Retro branding and the revival of brand meaning。Journal of Marketing，67(3)，19-33。
50.	Hennig-Thurau, Thorsten、Gwinner, Kevin P.、Walsh, Gianfranco、Gremler, Dwayne D.(2004)。Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?。Journal of Interactive Marketing，18(1)，38-52。
51.	Dichter, Ernest(1966)。How word-of-mouth advertising works。Harvard Business Review，44(6)，147-166。
52.	Hoffman, Donna L.、Novak, Thomas P.(1996)。Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations。Journal of Marketing，60(3)，50-68。
53.	Ellison, Nicole B.、Steinfield, Charles、Lampe, Cliff(2007)。The benefits of Facebook 'friends': Social capital and college students' use of online social network sites。Journal of Computer-Mediated Communication，12(4)，1143-1168。
54.	Godes, David、Mayzlin, Dina、Chen, Yubo、Das, Sanjiv、Dellarocas, Chrysanthos、Pfeiffer, Bruce、Libai, Barak、Sen, Subrata、Shi, Mengz、Verlegh, Peeter(2005)。The Firm's Management of Social Interactions。Marketing Letters，16(3/4)，415-428。
55.	Brown, Jo、Broderick, Amanda J.、Lee, Nick(2007)。Word of Mouth Communication within Online Communities: Conceptualizing the Online Social Network。Journal of Interactive Marketing，21(3)，2-20。
56.	Chu, Shu-Chuan、Kim, Y.(2011)。Determinants of consumer engagement in electronic word-ofmouth (eWOM) in soical networking sites。International Journal of Adverting，30(1)，47-75。
57.	Fortin, David R.、Dholakia, Ruby R.(2005)。Interactivity and Vividness Effects on Social Presence and Involvement with a Web-Based Advertisement。Journal of Business Research，58(3)，387-396。

會議論文
1.	Jansen, B. J.、Zhang, M.、Sobel, K.、Chowdury, A.(2009)。The Commercial Impact of Social Mediating Technologies: Micro-Blogging as Online Word of Mouth Branding(會議日期: April 4-9)。New York, NY：Association for Computing Machinery (ACM)。3859-3864。

圖書
1.	Jaffe, J.(2007)。Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue and Partnership.。New York：John Wiley & Sons。
2.	Kelly, L.(2007)。Beyond Buzz: the Next Generation of Word-of-Mouth Marketing。New York：AMACOM。
3.	Hunt, S. D.(1983)。Marketing Theory。Homewood, IL：Richard D. Irwin。
4.	Rosen, E.(2009)。The Anatomy of Buzz Revisited。New York：Doubleday Business。
5.	Kotler, Philip(2002)。Marketing Management。Prentice-Hall。

其他
1.	Elshaw, M.(2007)。Facebook Steals Googlers and Finally Overtakes Myspace，http://blog.ineedhits.com/small-business-news/facebook-steals-googlers-finally-overtakesmyspace-26022559.html， 2014/01/30。
2.	Stamford, C. T.(2009)。Exclusive PQ Media Research: Despite Worst Recession in Decades, Brands Increased Spending on Word-of-Mouth Marketing 14.2% to 54 Billion in 2008，http://www.pqmedia.com/about-press-20090729-wommf.html， 2014/06/30。
3.	Williamson, D. A.，McCarthy, A.(2013)。Worldwide Social Network Ad Spending Forecast: Robust Growth Set to Continue Through 2014，http://whitepapers.chiefmarketer.com/content29638， 2014/08/01。
4.	Williamson, D. A.(2013)。7 Social Media Ad Trends for 2014，http://www.emarketer.com/Webinar/7-Social-Media-Ad-Trends-2014/4000074， 2014/08/01。

圖書論文
1.	Schweidel, D. A.、Moe, W. W.、Boudreaux, C.(2011)。Social Media Intelligence: Measuring Brand Sentiment from Online Conversations。Social Since Research Nerwork。

推文
推薦
引用網址
引用嵌入語法
轉寄

top

:::

相關期刊
相關論文
相關專書
相關著作
熱門點閱

1.	當代臺灣原住民音樂人社群媒體的自我展演與身分認同初探
2.	網路異質性與政治討論：檢視臺灣網友在FB的政治溝通模式
3.	候選人與臉書粉絲之互動分析：以2016年總統大選為例
4.	運動組織於賽季及非賽季之社群媒體應用分析：以中華職棒大聯盟隊伍為例
5.	今晚我想住…？--探討民宿購買決策行為之研究
6.	利用臉書社群媒體直播平臺推動心理健康預防之初探
7.	選擇反映性測量模式或形成性測量模式？以社群媒體形式之顧客參與行為構念設定為例
8.	公領域私語化：臺灣社群媒體政治新聞貼文與討論分析
9.	殭屍入侵臺灣--探討臉書假帳號與假訊息之現況與未來
10.	社群媒體中的選舉策略：2018年臺灣縣市長選舉的實證分析
11.	離不開的兩難：新聞媒體的公有地悲劇
12.	2016年總統大選候選人臉書粉絲專頁之經營績效與訊息策略分析
13.	選戰策略：2016臺灣總統選舉臉書的政治溝通
14.	候選人臉書經營和選舉結果之關聯分析：以2016年區域立法委員選舉為例
15.	桐花開在臉書上：客家傳播結合社群媒體的初探性研究

1.	利用社群數據建構電視收視率預測模型

無相關書籍

無相關著作

無相關點閱

QR Code

臺灣人文及社會科學引文索引資料庫系統

詳目顯示

臺灣人文及社會科學引文索引資料庫