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https://ah.lib.nccu.edu.tw/handle/140.119/125096| 題名: | 網紅訊息一致性對網紅品牌知名度與品牌形象效果初探：內容分析法與社群聆聽技術之混合取俓研究 The effects of message consistency on brand awareness and brand image of internet celebrity: A mixed-method approach combining content analysis and social listening techniques |
作者: | 洪叡珊 Hung, Jui-Shan |
貢獻者: | 張郁敏 洪叡珊 Hung, Jui-Shan |
關鍵詞: | 網紅 訊息一致性 品牌知名度 品牌形象 社群聆聽 |
日期: | 2019 | 上傳時間: | 7-Aug-2019 | 摘要: | 網紅，指的是受網友簇擁而走紅的人，衍生出充滿人格魅力的一種新經濟模式，在極度分眾的時代，這些由「素人網民」而形成的自媒體，將狹帶的粉絲資本轉為收入，稱為「網紅經濟」，本研究認為網紅若想要打造成功的網紅品牌，需要建立高知名度與正面的品牌形象，因此探討網紅品牌的作品訊息一致性對於網紅品牌知名度和網紅品牌形象之間的影響關係與程度。\n網紅品牌知名度與網紅品牌形象會集結成「網紅品牌權益」，本研究討論討論網紅是如何管理和規劃網紅品牌訊息一致性，並透過Quillian（1962, 1967）之激發擴散理論、Eagly & Chaiken（1993）之認知反應理論，以及Oliver（1980）之期望不確定理論三個理論切入，檢驗網紅品牌訊息一致性是否影響網紅品牌知名度和網紅品牌形象， 以利未來網紅在管理網紅品牌訊息一致性時做為參考。本研究採取深度訪談法、內容分析法和社群聆聽技術，研究結果指出論點之執行一致性愈高的網紅品牌訊息，會產生較低的網紅品牌知名度，另外，視覺之執行一致性愈高的網紅品牌訊息，會產生較正面的網紅品牌形象。本研究根據研究結果進行討論，並提出未來研究之建議。 | 參考文獻: | 一、中文部分：\nETtoday新聞雲（2018年2月17日），<2017網紅爆發年！7組「百萬訂閱\nYouTuber」聖結石225天就達陣，《ETtoday新聞雲》。取自：https://star.ettoday.net/news/1096720\nTVBS新聞（2011年1月20日），<「寫一篇10萬」 人氣部落客價碼揭密\n>，《TVBS新聞》。取自：http://news.tvbs.com.tw/other/43825\n人民網（2015年12月15日），<"咬文嚼字"發布2015年十大流行語 "顏值""寶寶"等上榜>，《人民網》。取自：http://culture.people.com.cn/BIG5/n1/2015/1215/c87423-27932599.html\n王嘉呈（2017），《意見一致性、潛水動機與潛水行為初探：社群聆聽技術與調查法之比較分析》，國立政治大學傳播學院傳播碩士學位學程碩士論文。\n吳維恭、黃彥凱(2016年12月)。從網路聲量觀察服務業的員工滿意度。張顯榮（主持人）。「2016年創意、創新、創業與永續價值研討會」發表之論文，台灣合作社聯合社台中會館。\n動腦雜誌（2017年9月11日）。<電商3.0時代 網紅吸睛又吸金>，《動腦\n雜誌》。取自：http://www.brain.com.tw/news/articlecontent?ID=45361&sort=\n動腦雜誌（2017年10月11日）。<數據驅動世界中的網紅行銷>，《動腦\n雜誌》。取自：http://www.brain.com.tw/news/articlecontent?ID=45465&sort=\n郭芳伃（2018），《網紅推，你就買？探討業配的說服效果》，國立臺北大學企業管理所碩士論文。\n陳玉婷（2017），《鄉民之社會企業參與：社企流Facebook粉絲團的內容分析》，世新大學行政管理學研究所碩士論文。\n黃于瑄（2018），《影音部落客傳遞體驗價值及互動性對粉絲黏著度之響》，明志科技大學經營管理所碩士論文。\n黃郁婷（2014），《綜藝節目主持人幽默類型之內容分析與行銷意涵》，輔仁大學企業管理所碩士論文。\n黃振家、宗靜萍、林妙容、吳蕙芬（譯）（2014）。大眾媒體研究導論（原作者：Wimmer, RD & Dominick, JR.）。台北市：新加坡商聖智學習。\n黃意婷（2017），《以消費者觀點探討網紅自我揭露、網紅可信度、廣告態度與購買意願關係之研究—以那對夫妻為例》，國立中正大學企業管理系行銷管理研究所碩士論文。\n資策會（2017 年 5 月 1 日）。〈八成以上台灣人愛用 Facebook、Line 坐穩社群網站龍頭 1 人平均擁 4 個社群 帳號，年輕人更愛 YouTube 和 IG〉。取自：http://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1934&fm_sqno=14\n詹雨臻、陳學志、卓淑玲、Rod A. 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資料來源: | http://thesis.lib.nccu.edu.tw/record/#G1044640462 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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