Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/125096


Title: 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
Authors: 洪叡珊
Hung, Jui-Shan
Contributors: 張郁敏
洪叡珊
Hung, Jui-Shan
Keywords: 網紅
訊息一致性
品牌知名度
品牌形象
社群聆聽
Date: 2019
Issue Date: 2019-08-07 17:18:44 (UTC+8)
Abstract: 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。
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。
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
1044640462
Source URI: http://thesis.lib.nccu.edu.tw/record/#G1044640462
Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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