Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/130978| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 張欣綠 | zh_TW |
| dc.contributor.advisor | Chang, Hsin-Lu | en_US |
| dc.contributor.author | 盧昱均 | zh_TW |
| dc.contributor.author | Lu, Yu-Chun | en_US |
| dc.creator | 盧昱均 | zh_TW |
| dc.creator | Lu, Yu-Chun | en_US |
| dc.date | 2020 | en_US |
| dc.date.accessioned | 2020-08-03T09:35:49Z | - |
| dc.date.available | 2020-08-03T09:35:49Z | - |
| dc.date.issued | 2020-08-03T09:35:49Z | - |
| dc.identifier | G0107356014 | en_US |
| dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/130978 | - |
| dc.description | 碩士 | zh_TW |
| dc.description | 國立政治大學 | zh_TW |
| dc.description | 資訊管理學系 | zh_TW |
| dc.description | 107356014 | zh_TW |
| dc.description.abstract | 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. This study emphasizes app marketing and will reveal which channels can promote downloads most effectively. | en_US |
| dc.description.tableofcontents | CHAPTER 1: INTRODUCTION 1\nCHAPTER 2: LITERATURE REVIEW 4\n2.1. Mobile App Marketing 4\n2.2. Marketing channel selection 6\n2.3. Online traditional and social media 7\nCHAPTER 3: RESEARCH MODEL 9\n3.1. Conceptual framework 9\n3.2 Model development 12\nCHAPTER 4: DATA COLLECTION 16\n4.1 Case description 16\n4.2 Data description 19\nCHAPTER 5: MODEL ANALYSIS AND RESULT 22\n5.1 The Model of Landing Page Clicks 22\n5.2 The Model of Account-Opening Clicks 23\n5.3 App-Download Model 24\n5.4 Channels’ Synergy Effects 26\n5.5 Carryover Effect 27\n5.6 Summary 28\nCHAPTER 6: CONCLUSION 29\nREFERENCE 31 | zh_TW |
| dc.format.extent | 1134041 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri | http://thesis.lib.nccu.edu.tw/record/#G0107356014 | en_US |
| dc.subject | App marketing | en_US |
| dc.subject | Online marketing | en_US |
| dc.subject | Banking app | en_US |
| dc.subject | Social media marketing | en_US |
| dc.subject | Synergy effect | en_US |
| dc.subject | Marketing effectiveness | en_US |
| dc.title | 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 | zh_TW |
| dc.title | Driving the Download Rate of Banking App: Comparing the Relative Effectiveness of Online Traditional and Social Media Marketing | en_US |
| dc.type | thesis | en_US |
| dc.relation.reference | Al-Jabri, I. M., &Sohail, M. S. (2012). MOBILE BANKING ADOPTION: APPLICATION OF DIFFUSION OF INNOVATION THEORY. In Journal of Electronic Commerce Research (Vol. 13).\nBerman, B., &Zarb, F. G. (2016). Planning and implementing effective mobile marketing programs. https://doi.org/10.1016/j.bushor.2016.03.006\nDanaher, P. J., Bonfrer, A., &Dhar, S. (2008). The Effect of Competitive Advertising Interference on Sales for Packaged Goods. Journal of Marketing Research, 45(2), 211–225. https://doi.org/10.1509/jmkr.45.2.211\nDigital 2019 Taiwan (January 2019) v01. (n.d.). Retrieved January5, 2020, from https://www.slideshare.net/DataReportal/digital-2019-taiwan-january-2019-v01\nDinner, I. M., VanHeerde, H. J., &Neslin, S. A. (2014). Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising. Journal of Marketing Research, 51(5), 527–545. https://doi.org/10.1509/jmr.11.0466\nDong, X., Chang, Y., Liang, S., &Fan, X. (2018). How online media synergy influences consumers’ purchase intention: A perspective from broadcast and interactive media. Internet Research, 28(4), 946–964. https://doi.org/10.1108/IntR-08-2017-0298\nEdosomwan, S. O. (2011). The history of social media and its impact on business. In Article in The Journal of Applied Management & Entrepreneurship. Retrieved from https://www.researchgate.net/publication/303216233\nErdogmus, I. E. (2012). The Impact of Social Media Marketing on Brand Loyalty The impact of social media marketing on brand loyalty. (September 2014). https://doi.org/10.1016/j.sbspro.2012.09.1119\nHervet, G., Guérard, K., Tremblay, S., &Chtourou, M. S. (2011). Is banner blindness genuine? Eye tracking internet text advertising. Applied Cognitive Psychology, 25(5), 708–716. https://doi.org/10.1002/acp.1742\nHughes, T. (2016). Marketing Challenges in E-Banking : Standalone or Integrated ? Marketing Challenges in E-Banking : 1376(April). https://doi.org/10.1080/0267257X.2003.9728251\nLeone, R. P. (1995). Generalizing What Is Known About Temporal Aggregation and Advertising Carryover. Marketing Science, 14(3_supplement), G141–G150. https://doi.org/10.1287/mksc.14.3.g141\nLin, J. (n.d.). Facebook行銷最關鍵的5件事，fb 行銷仍然是企業主力. Retrieved January5, 2020, from https://imjaylin.com/fb-trends/\nLINE台灣月活躍用戶破2,100萬，特愛三大功能、使用率名列全球第一｜數位時代. (n.d.). Retrieved January5, 2020, from https://www.bnext.com.tw/article/51783/line-linetoday-linestore-sticker\nLovett, M. J., &Staelin, R. (2016). The role of paid, earned, and owned media in building entertainment brands: Reminding, informing, and enhancing enjoyment. Marketing Science, 35(1), 142–157. https://doi.org/10.1287/mksc.2015.0961\nMahatanankoon, P., Wen, H. J., &Lim, B. (2005). Consumer-based m-commerce: Exploring consumer perception of mobile applications. Computer Standards and Interfaces, 27(4), 347–357. https://doi.org/10.1016/j.csi.2004.10.003\nNaik, P. A., &Peters, K. (2009). A Hierarchical Marketing Communications Model of Online and Offline Media Synergies. Journal of Interactive Marketing, 23(4), 288–299. https://doi.org/10.1016/j.intmar.2009.07.005\nRossi, M., &Tuunainen, V. K. (2004). Mobile Banking Services ENACT-ERP development networks in action View project Electronic invoicing View project. Article in Communications of the ACM. https://doi.org/10.1145/986213.986236\nSajid SI. (2016). Social Media and Its Role in Marketing. https://doi.org/10.4172/2151-6219.1000203\nShankar, V., Smith, A. K., &Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, 20(2), 153–175. https://doi.org/10.1016/S0167-8116(03)00016-8\nStephen, A. T., &Galak, J. (2012). The effects of traditional and social earned media on sales: A study of a microlending marketplace. Journal of Marketing Research, 49(5), 624–639. https://doi.org/10.1509/jmr.09.0401\nWatson, C., Mccarthy, J., &Rowley, J. (n.d.). Consumer attitudes towards mobile marketing in the smart phone era.\nXie, K., &Lee, Y. J. (2015). Social Media and Brand Purchase: Quantifying the Effects of Exposures to Earned and Owned Social Media Activities in a Two-Stage Decision Making Model. Journal of Management Information Systems, 32(2), 204–238. https://doi.org/10.1080/07421222.2015.1063297\nYan, Z., Zhang, P., &Deng, R. H. (n.d.). TruBeRepec: a trust-behavior-based reputation and recommender system for mobile applications. https://doi.org/10.1007/s00779-011-0420-2\nYang, H. C. (2013). Bon appétit for apps: Young American consumers’ acceptance of mobile applications. Journal of Computer Information Systems, 53(3), 85–96. https://doi.org/10.1080/08874417.2013.11645635\n解讀Ptt：台灣最有影響力的網路社群｜數位時代. (n.d.). Retrieved January5, 2020, from https://www.bnext.com.tw/article/38609/bn-2016-01-29-161210-178\n電商如何用LINE@行銷？４個方法，有效串接O2O | SmartM 新網路科技. (2017). Retrieved January5, 2020, from SmartM website: https://www.smartm.com.tw/article/34333637cea3 | zh_TW |
| dc.identifier.doi | 10.6814/NCCU202001045 | en_US |
| item.fulltext | With Fulltext | - |
| item.openairetype | thesis | - |
| item.grantfulltext | restricted | - |
| item.openairecristype | http://purl.org/coar/resource_type/c_46ec | - |
| item.cerifentitytype | Publications | - |
| Appears in Collections: | 學位論文 | |
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| 601401.pdf | 1.11 MB | Adobe PDF2 | View/Open |
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