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https://ah.lib.nccu.edu.tw/handle/140.119/130978| 題名: | 促進行動銀行應用程式下載率:線上傳統媒體與社群媒體在網路行銷上相對效益的比較 Driving the Download Rate of Banking App: Comparing the Relative Effectiveness of Online Traditional and Social Media Marketing |
作者: | 盧昱均 Lu, Yu-Chun |
貢獻者: | 張欣綠 Chang, Hsin-Lu 盧昱均 Lu, Yu-Chun |
關鍵詞: | App marketing Online marketing Banking app Social media marketing Synergy effect Marketing effectiveness |
日期: | 2020 | 上傳時間: | 3-Aug-2020 | 摘要: | In this mobile era, apps have become the main connection between companies and their consumers. The past research has revealed that 88.2 percent of people with smartphones use their smartphone for 2 hours and 58.5 minutes every day. The time even becomes 5 hours and 12.6 minutes among 18- to 19-year-old people, and more than 80 percent of this group are using social networks such as Facebook or YouTube. Popularizing apps through these channels is now a significant task that all companies should pursue.\nThis research aims to measure the effectiveness of traditional, socially owned, and socially earned online media on apps download in the context of mobile banking. We collected data from a leading Taiwanese bank about the click-through rates of online advertisements across different online channels and examined the influence on the app download rate. We will use a log-log model to test our model. 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資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0107356014 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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