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題名：社會行銷與社群媒體之研究：認同突顯觀點
書刊名：輔仁管理評論
作者：楊銘賢 引用關係／吳濟聰 引用關係／高慈薏
作者(外文)：Yang, Ming-hsien／Wu, Ben Ji-tsung／Kao, Tzu-yi
出版日期：2013
卷期：20:1
頁次：頁41-61
主題關鍵詞：社群媒體；利害關係人；關係管理；認同突顯；Social media；Stakeholder；Relationship management；Identity salience
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(5) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:5
  • 共同引用共同引用:15
  • 點閱點閱:66
企業須透過良好行銷管道以宣揚其社會使命與價值，進而吸引潛在消費者的認同與信任。社群媒體具有 9項特性，可以作為企業從事關係管理並進行社會行銷的主要工具。本研究希望深入探討企業如何使用社群媒體以發揮其功能與價值。本研究從消費者認同突顯的角度，以兩家社會企業為對象，透過個案研究法分別對其社群媒體採用情況進行分析，並進一步從認同突顯的角度，探討企業如何透過社群媒體與相關利害關係人互動，以瞭解企業在落實社會行銷過程中使用社群媒體的手法。本研究採用個案研究法，探討社群媒體在社會企業中應用的情況與角色。研究結果證實社群媒體可經由協助企業促進消費者對組織活動的參與、增強知覺回饋感受、提高組織滿意度以及增強組織的聲譽的方式，增加企業落實社會行銷的可能性；同時亦發現在企業中，顧客對企業產品的涉入程度不同，會影響企業對社群媒體的經營方法。
Based on the review of literature and using the case study method targeted at two social enterprises in Taiwan, this study aims to analysis the roles of social media in the social enterprise application, and utilizes the concept of identity salience to explore how social enterprises adopt social media to interact with consumers.
期刊論文
1.許淮之、高明瑞、趙平宜(20110300)。非營利組織企業化之困境與挑戰。創業管理研究，6(1)，55-80。new window  延伸查詢new window
2.Triantafyllopoulou, Athanasia(2012)。Social Entrepreneurship-Social Enterprises: European Experience and the Greek Case。Review of European Studies，4(1)，115-124。  new window
3.Miller, K. D.、Fabian, F.、Lin, S. J.(2009)。Strategies for Online Communities。Strategic Management Journal，30(3)，305-322。  new window
4.陳敬能、洪甄憶(20110600)。社會行銷理論如何應用在樂活生活中。休閒保健期刊，5，159-167。new window  延伸查詢new window
5.Porter, L. V.、Sallot, L. M.(2005)。Web power: A survey of practitioners' World Wide Web use and their perception of its effects on their decision-making power。Public Relations Review，31，111-119。  new window
6.Porter, L. V.、Sweetser, K. D.、Chung, D.(2009)。The blogosphere and public relations: Investigating practitioners’ roles and blog use。Journal of Communication Management，13(3)，250-267。  new window
7.Smith, B. G.(2010)。Socially distributing public relations: Twitter, Haiti, and interactivity in social media。Public Relations Review，36(4)，329-335。  new window
8.Martin, R. L.、Osberg, S.(2007)。Social Entrepreneurship: The Case for Definition。Stanford Social Innovation Review，5(2)，28-39。  new window
9.Arnett, Dennis B.、German, Steve D.、Hunt, Shelby D.(2003)。The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing。Journal of Marketing，67(2)，89-105。  new window
10.Shaw, Eleanor(2004)。Marketing in the social enterprise context: Is it entrepreneurial?。Qualitative Market Research: An International Journal，7(3)，194-205。  new window
11.Greve, A.、Salaff, J. W.(2003)。Social Networks and Entrepreneurship。Entrepreneurship: Theory and Practice，28(1)，1-23。  new window
12.Kaplan, A. M.、Haenlein, M.(2010)。Users of the world, unite: The challenge and opportunities of social media。Business Horizons，53(1)，59-68。  new window
13.Stryker, S.(1968)。Identity salience and role performance: The relevance of symbolic interaction theory for family research。Journal of Marriage and the Family，30(4)，558-564。  new window
14.Vargo, S. L.、Lusch, R. F.(2004)。Evolving to a new dominant logic in marketing。Journal of Marketing，68(1)，1-17。  new window
15.Shapiro, B.(1973)。Marketing for Nonprofit Organizations。Harvard Business Review，51(5)，223-232。  new window
16.Shani, D.、Chalasani, S.(1992)。Exploiting niches using relationship marketing。The Journal of Consumer Marketings，9(6)，223-245。  new window
17.Callero, P. L.(1985)。Role-identity salience。Social Psychology Quarterly，48(3)，203-215。  new window
18.Nga, Joyce Koe Hwee、Shamuganathan, Gomathi(2010)。The Influence of Personality Traits and Demographic Factors on Social Entrepreneurship Start Up Intentions。Journal of Business Ethics，95(2)，259-282。  new window
19.Eyrich, N.、Padman, M. L.、Sweetser, K. D.(2008)。PR practitioners' use of social media tools and communication technology。Public Relations Review，34，412-414。  new window
20.Weerawardena, Jay、Mort, Gillian Sullivan(2006)。Investigating social entrepreneurship: a multidimensional model。Journal of World Business，41(1)，21-35。  new window
21.Mangold, W. Glynn、Faulds, David J.(2009)。Social media: The new hybrid element of the promotion mix。Business Horizons，52(4)，357-365。  new window
22.Leana, C. R.、Van Burren, H. J. III(1999)。Organizational Social Capital and Employment Practices。Academy of Management Review，24(3)，538-555。  new window
23.Eisenhardt, Kathleen M.、Graebner, Melissa E.(2007)。Theory building from cases: Opportunities and challenges。Academy of Management Journal，50(1)，25-32。  new window
24.Adler, Paul S.、Kwon, Seok-Woo(2002)。Social Capital: Prospects for A New Concept。The Academy of Management Review，27(1)，17-40。  new window
25.Nahapiet, Janine、Ghoshal, Sumantra(1998)。Social capital, intellectual capital, and the organizational advantage。Academy of Management Review，23(2)，242-266。  new window
26.Austin, James、Stevenson, Howard、Wei-Skillern, Jane(2006)。Social and Commercial Entrepreneurship: Same, Different, or Both?。Entrepreneurship Theory and Practice，30(1)，1-22。  new window
27.Marin, Longinos、Ruiz, Salvador、Rubio, Alicia(2009)。The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior。Journal of Business Ethics，84(1)，65-78。  new window
28.Dees, J. Gregory(1998)。Enterprising Nonprofits。Harvard Business Review，76(1)，55-67。  new window
29.Stryker, S.(1987)。The vitalization of symbolic interactionism。Social Psychology Quarterly，50(1)，83-94。  new window
30.Vlaar, P.、van Fenema, P.、Tiwari, V.(2008)。Cocreating Understanding and Value in Distributed Work: How Members of Onsite and Offshore Vendor Teams Give, Make, Demand, and Break Sense。MIS Quarterly，32，227-255。  new window
31.Kim, W.、Jeong, O. R.、Lee, S. W.(2010)。On social web sites。Information Systems，35(2)，215-236。  new window
會議論文
1.謝奇任、張嵐綺(2008)。非營利組織部落格的想像與真實。2008傳播與科技研討會論文。新竹交通大學。  延伸查詢new window
學位論文
1.張幼霖(2008)。部落格串聯對非營利性組織運用網路傳播影響之探討--以喜憨兒基金會為例(碩士論文)。國立中山大學。  延伸查詢new window
圖書
1.Grossman, A.、Wei-Skillern, J.、Lieb, K. J.(2003)。Guide Dogs for the Blind Association, HBS Case No. 9-303-006。Boston：Harvard Business School Publishing。  new window
2.Kanter, B.、Fine, A. H.(2010)。The networked nonprofit: Connecting with social media to drive change。San Francisco：Jossey-Bass。  new window
3.Prahalad, C. K.(2009)。The new age of innovation: Driving co-created value through global networks。Boston, Massachusetts：McGraw-Hill。  new window
4.楊東震(200807)。非營利事業行銷與管理。新北市：新文案公司。new window  延伸查詢new window
5.Blackshaw, P.、Nazzaro, M.(2006)。Consumer Generated Media (CGM) 101: Word of Mouth in the Age of the Web-Fortified Consumer。New York, NY：Nielsen Buzz Metrics。  new window
6.Yin, R. K.(2002)。Case study research: Design and methods。Thousand Oaks, CA：Newbury Park：San Diego, CA：Sage：Sage Publications。  new window
7.Kotler, Philip、Roberto, Ned、Lee, Nancy(2002)。Social Marketing: Improving the Quality of Life。Thousand Oaks, California：San Francisco, CA：Sage Publications：Jossey-Bass。  new window
8.Patton, Michael Q.(2002)。Qualitative evaluation and research methods。Sage Publications。  new window
其他
1.郭峰淵，張幼霖，鄞俊波(2011)。以web 2.0創新來協助非營利組織：以喜憨兒基金會為例，http://www.c-are-us.org.tw/2011seed/doc/@NPO-presentation_v3_1106_finaal.pdf， 2012/03/15。  延伸查詢new window
2.Aydogan, N.(2003)。Individual Social Capital and Access to Venture Capital: Caseof Indian IT Regions。  new window
 
 
 
 
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