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題名 從價值共創角度探討社群媒體行銷 對品牌粉絲專頁影響之研究
Investigating Effects of Social Media Marketing on Brand Performance: From the Co-creation Concept
作者 彭雅瑄
Peng, Yah Suan
貢獻者 張欣綠
彭雅瑄
Peng, Yah Suan
關鍵詞 社群行銷
粉絲專頁
價值共創
行銷策略
social media
Facebook Fan page
co-creation
marketing strategy
日期 2016
上傳時間 20-Jul-2016 17:14:44 (UTC+8)
摘要 社群媒體已經深刻地改變了我們的生活，並且對於企業行銷上產生了重大的影響。
這項研究的動機來自於社群媒體 Facebook 在台灣的普及性。此外，價值共創的概念，導致消費者忠誠度的重生，他們可以參與價值鏈的任何階段。我們的目標是將價值共創概念運用於Facebook粉絲專頁經營，探索如何達到最大化的行銷效益。

我們的研究數據來自於台灣資策會，結果顯示：一個粉絲專頁如果擁有越高的價值共創程度，確實能夠提高品牌行銷的效益。具體而言，我們發現粉絲專頁若提高內容多樣性和提供的回饋種類，更容易增加品牌的知名度。用戶原創內容程度越高，更可能增加使用者與品牌的互動，若要求使用者刻意推薦，則是更降低他們與品牌的互動。

此外，當粉絲年齡在大於或等於25歲時，以及粉絲專頁的粉絲總數越多時，價值共創程度對於行銷效益的顯著性會更明顯。
Social media has profoundly changed our lives and is having a major impact on marketing today. This research is motivated by the tremendous growth of a social computing platform, Facebook. Besides, the co-creation concept leads to a rebirth of customer loyalty. Customers, in other words, can get involved at just any stage of the value chain. We aim to apply the co-creation concept in the Facebook fan page to explore what and how co-creation in social media marketing is effective.
Our study has collected data from Taiwan’s Government research institute – Institute for Information Industry. The results of our findings show that the co-creation level in the Facebook marketing campaigns can truly increase brand’s performance. In detail, we found that kind of information and form of exchange are more likely to increase the brand’s awareness. Type of user created content is more likely to increase the brand’s engagement while way of advocacy is more likely to decrease the brand’s engagement. In addition, co-creation level is more significantly related to campaign’s performance when the fans are over (or equal to) 25 years old, and is more significantly related to campaign’s performance when the fan page has more fans than others.
參考文獻 McAndrewFrancis T. (2012). Who does what on Facebook? Age, sex, and relationship status as predictors of Facebook use. Computers in Human Behavior, 28(6), 2359-2365.
BernoffJosh, & LiCharlene. (2008). Harnessing the power of the oh-so-social media web. MIT Sloan management review, 49, 36-41.
BettencourtLA. (1997). Customer voluntary performance: customers as partners in service delivery. Journal of retailing, 73, 383-406.
BoveLiliana L., PervanSimon J., BeattySharon E., & ShiuEdward. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698-705.
BrownCelia. (2013). 3 Brands Harnessing the Power of User-Generated Content to Boost Customer Engagement. The customer edge: https://www.custedge.com/3-brands-harnessing-the-power-of-user-generated-content-to-boost-customer-engagement/
BrownCelia. (2014/9). 3 Brands Harnessing the Power of Customer Generated Content to Boost Engagement. Forbes: http://www.forbes.com/sites/sap/2014/09/30/3-brands-harnessing-the-power-of-user-generated-content-to-boost-customer-engagement/
Culnan Mary J., ZubillagaJesus I., & McHughPatrick J. (2010). How Large U.S. Companies Can Use Twitter and other SociaLl media to gain Business Value. MIS QUARTERLY EXECUTIVE, 243-260.
DarleyW., & SmithR. (1995). Gender differences in information processing strategies: An empirical test of the selectivity model in advertising responses. . Journal of Advertising(24), 41-56.
DebatinBernhard, & LovejoyLennette. (2009/10). Facebook and Online Privacy: Attitudes, Behaviors, and Unintended Consequences. Journal of Computer-Mediated Communication, 15(1), 83-108.
Debora VThompson, & PrashantMalaviya. (2013/5). Consumer-Generated Ads: Does Awareness of Advertising Co-Creation Heip or Hurt Persuasion? Journal of Marketing, 77.

DugganMaeve, & SmithAaron. (2014). Social Media Update 2013. Pew Research Center.
EnnewC.T., & BinksM.R. (1999). Impact of participative service relationships on quality, satisfaction and retention: an exploratory study. Journal of Business Research, 46, 121-132.
EnnewChristine T., & BinksMartin R. (1999). Impact of Participative Service Relationships on Quality, Satisfaction and Retention: An Exploratory Study. Journal of Business Research, 46, 121-132.
GallaugherJohn, & RansbothamSam. (2010). Social Media and Customer Dialog Management at Starbucks. MIS Quarterly Executive, 9(4), page 197-212.
GrönroosC. (2000). Service Management and Marketing: A Customer Relationship Management Approach, Wiley, New York, NY. .
GrothMarkus. (2005). Customers as Good Soldiers: Examining Citizenship Behaviors in Internet Service Deliveries. Journal of Management, 31, 17-27.
HippelVon. (2005). Democratizing Innovation. Cambridge.
HoffmanDonna L, & FodorMarek. (2010). Can you measure the ROI of your sociel media marketing? MIT Sloan Management Review, 52(1), 41-49.
KambilAjit, FriesenBruce, & SundaramArul. (1999). Co-creation: A new source of value. Outlook 1999,, 38-43.
KaplanA.M., & HaenleinM. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 5359-68, 59-68.
KelloggDeborah, & YoungdahlWilliam E. (1997). On the relationship between customer participation and satisfaction: two frameworks. International Journal of Service Industry Management, 8(3), 206-219.
KietzmannJ.H., HermkensK, McCarthyIP, & SilvestreBS. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.
KoetsierJohn. (2012). Facebook and comScore: “This is how to do social marketing” VB NEWS: http://venturebeat.com/2012/06/12/facebook-and-comscore-this-is-how-to-do-social-marketing/
Kristensson Per. (2007). Key strategies for the successful involvement of customers in the co-creation of new technology-based services. International Journal of Service Industry Management, 474-493.
Lengnick-HallCynthia A. (1996). Customer Contributions to Quality: A Different View of the Customer-Oriented Firm . The Aacademy of Management Review, 21, 791-824.
LiTing, & SooniusGuido. (2012/12). Is Your Social Media Strategy Effective? An Empirical Study of the Factors Influencing the Success of Facebook Campaigns. Proceedings of The Eleventh Workshop on E-Business (WEB 2012).
LuHsi-Peng, & LinKuan-Yu. (2011). Intention to Continue Using Facebook Fan Pages from the Perspective of Social Capital Theory. Cyberpsychology, Behavior, and Social Networking, 14(10), page 565-570.
McAndrewF.T. (2008). Can gossip be good? Scientific American Mind Magazine, 26-33.
MoellerS. (2008). Customer integration - a key to an implementation perspective of service provision. Journal of Service Research, 11, 197-210.
MorrisonWolfeElizabeth. (1993). Newcomer Information Seeking: Exploring Types, Modes, Sources, and Outcomes. The Macademy of Management Journal(36), 557-589.
Piller Frank , Vossen Alexander , & Ihl Christoph . (2012). From Social Media to Social Product Development: The Impact of Social Media on Co‐Creation of Innovation . Die Unternehmung, 65.
PrahaladC.K., & RamaswamyVenkat. (2004). Co-creating unique value with customers. STRATEGY&LEADERSHIP, 4-9.
RauberGustavo , & AlmeidaVirgílio . (2012). Privacy attacks in social media using photo tagging networks: a case study with Facebook. Proceedings of the 1st Workshop on Privacy and Security in Online Social Media, 4.
Rebecca Goolsby Office of Naval Research,Arlington VA. (2010/10). Social media as crisis platform: The future of community maps/crisis maps. ACM Transactions on Intelligent Systems and Technology (TIST), 1(1), 7.
Roser, Thorsten, Samson, Alain, Humphreys, & Patrick. (2009). New pathways to value: co-creating products by collaborating with customers.
SistrunkFrank, & McDavidJohn. (1971). Sex variable in conforming behavior. Journal of Personality and Social Psychology, 17(2), 200-207.



StelznerMichael. (2014). 2014 Social Media Marketing Industry Report. Social Media Examiner. Social Media Examiner: http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2013/
VargoS.L., & LuschR.F. (2006). Service-dominant logic: what it is, what it is not, what it might be. The Service-Dominant Logic of Marketing, 43-56.
VargoS.L., & LuschR.F. (2004). Evolving to a new dominant logic for marketing. ournal of Marketing, 68, 1-17.
WorchelStephen, & CooperJoel. (1991). Understanding social psychology (5th ed.). psycnet.apa.org.
YiYoujae. (2013/9). Customer value co-creation behavior:Scale development and validation. Journal of Business Research, 66(9), 1279-1284.
YiYoujae, & GongTaeshik. (2008). If employees “go the extra mile,” do customers reciprocate with similar behavior? Psychology & Marketing, 25(10), 961-986.
YiYoujae, NataraajanRajan, & GongTaeshik. (2011). Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention. Journal of Business Research, 64(1), 87-95.
描述 碩士
國立政治大學
資訊管理學系
102356031
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102356031
資料類型 thesis
dc.contributor.advisor 張欣綠zh_TW
dc.contributor.author (Authors) 彭雅瑄zh_TW
dc.contributor.author (Authors) Peng, Yah Suanen_US
dc.creator (作者) 彭雅瑄zh_TW
dc.creator (作者) Peng, Yah Suanen_US
dc.date (日期) 2016en_US
dc.date.accessioned 20-Jul-2016 17:14:44 (UTC+8)-
dc.date.available 20-Jul-2016 17:14:44 (UTC+8)-
dc.date.issued (上傳時間) 20-Jul-2016 17:14:44 (UTC+8)-
dc.identifier (Other Identifiers) G0102356031en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99334-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 102356031zh_TW
dc.description.abstract (摘要) 社群媒體已經深刻地改變了我們的生活，並且對於企業行銷上產生了重大的影響。
這項研究的動機來自於社群媒體 Facebook 在台灣的普及性。此外，價值共創的概念，導致消費者忠誠度的重生，他們可以參與價值鏈的任何階段。我們的目標是將價值共創概念運用於Facebook粉絲專頁經營，探索如何達到最大化的行銷效益。

我們的研究數據來自於台灣資策會，結果顯示：一個粉絲專頁如果擁有越高的價值共創程度，確實能夠提高品牌行銷的效益。具體而言，我們發現粉絲專頁若提高內容多樣性和提供的回饋種類，更容易增加品牌的知名度。用戶原創內容程度越高，更可能增加使用者與品牌的互動，若要求使用者刻意推薦，則是更降低他們與品牌的互動。

此外，當粉絲年齡在大於或等於25歲時，以及粉絲專頁的粉絲總數越多時，價值共創程度對於行銷效益的顯著性會更明顯。		zh_TW
dc.description.abstract (摘要) Social media has profoundly changed our lives and is having a major impact on marketing today. This research is motivated by the tremendous growth of a social computing platform, Facebook. Besides, the co-creation concept leads to a rebirth of customer loyalty. Customers, in other words, can get involved at just any stage of the value chain. We aim to apply the co-creation concept in the Facebook fan page to explore what and how co-creation in social media marketing is effective.
Our study has collected data from Taiwan’s Government research institute – Institute for Information Industry. The results of our findings show that the co-creation level in the Facebook marketing campaigns can truly increase brand’s performance. In detail, we found that kind of information and form of exchange are more likely to increase the brand’s awareness. Type of user created content is more likely to increase the brand’s engagement while way of advocacy is more likely to decrease the brand’s engagement. In addition, co-creation level is more significantly related to campaign’s performance when the fans are over (or equal to) 25 years old, and is more significantly related to campaign’s performance when the fan page has more fans than others.		en_US
dc.description.tableofcontents ABSTRACT 2
CHAPTER 1. INTRODUCTION 4
CHAPTER 2. LITERATURE REVIEW 6
2-1 The classification of social media marketing campaigns 6
2-2 Co-creation via social media 8
2-3 The performance of customer engagement of Facebook fan pages. 12
CHAPTER 3. RESEARCH FRAMEWORK 13
3-1 Research framework 13
3-2 Hypothesis 14
CHAPTER 4. RESEARCH METHODOLOGY 17
4-1 The research setting 17
4-2 Variable measures 17
CHAPTER 5: RESUITS AND FINDINGS 19
5-1 Sample demographic 19
5-2 Data analysis 19
5-3 Findings 24
CHAPTER 6: CONCLUSION 27
6-1 Summary 27
6-2 Contribution 27
6-3 Limitation and Implications of Future research 28
REFERENCE 33
APPENDIX A 33		zh_TW
dc.format.extent 712300 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102356031en_US
dc.subject (關鍵詞) 社群行銷zh_TW
dc.subject (關鍵詞) 粉絲專頁zh_TW
dc.subject (關鍵詞) 價值共創zh_TW
dc.subject (關鍵詞) 行銷策略zh_TW
dc.subject (關鍵詞) social mediaen_US
dc.subject (關鍵詞) Facebook Fan pageen_US
dc.subject (關鍵詞) co-creationen_US
dc.subject (關鍵詞) marketing strategyen_US
dc.title (題名) 從價值共創角度探討社群媒體行銷 對品牌粉絲專頁影響之研究zh_TW
dc.title (題名) Investigating Effects of Social Media Marketing on Brand Performance: From the Co-creation Concepten_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) McAndrewFrancis T. (2012). Who does what on Facebook? Age, sex, and relationship status as predictors of Facebook use. Computers in Human Behavior, 28(6), 2359-2365.
BernoffJosh, & LiCharlene. (2008). Harnessing the power of the oh-so-social media web. MIT Sloan management review, 49, 36-41.
BettencourtLA. (1997). Customer voluntary performance: customers as partners in service delivery. Journal of retailing, 73, 383-406.
BoveLiliana L., PervanSimon J., BeattySharon E., & ShiuEdward. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698-705.
BrownCelia. (2013). 3 Brands Harnessing the Power of User-Generated Content to Boost Customer Engagement. The customer edge: https://www.custedge.com/3-brands-harnessing-the-power-of-user-generated-content-to-boost-customer-engagement/
BrownCelia. (2014/9). 3 Brands Harnessing the Power of Customer Generated Content to Boost Engagement. Forbes: http://www.forbes.com/sites/sap/2014/09/30/3-brands-harnessing-the-power-of-user-generated-content-to-boost-customer-engagement/
Culnan Mary J., ZubillagaJesus I., & McHughPatrick J. (2010). How Large U.S. Companies Can Use Twitter and other SociaLl media to gain Business Value. MIS QUARTERLY EXECUTIVE, 243-260.
DarleyW., & SmithR. (1995). Gender differences in information processing strategies: An empirical test of the selectivity model in advertising responses. . Journal of Advertising(24), 41-56.
DebatinBernhard, & LovejoyLennette. (2009/10). Facebook and Online Privacy: Attitudes, Behaviors, and Unintended Consequences. Journal of Computer-Mediated Communication, 15(1), 83-108.
Debora VThompson, & PrashantMalaviya. (2013/5). Consumer-Generated Ads: Does Awareness of Advertising Co-Creation Heip or Hurt Persuasion? Journal of Marketing, 77.

DugganMaeve, & SmithAaron. (2014). Social Media Update 2013. Pew Research Center.
EnnewC.T., & BinksM.R. (1999). Impact of participative service relationships on quality, satisfaction and retention: an exploratory study. Journal of Business Research, 46, 121-132.
EnnewChristine T., & BinksMartin R. (1999). Impact of Participative Service Relationships on Quality, Satisfaction and Retention: An Exploratory Study. Journal of Business Research, 46, 121-132.
GallaugherJohn, & RansbothamSam. (2010). Social Media and Customer Dialog Management at Starbucks. MIS Quarterly Executive, 9(4), page 197-212.
GrönroosC. (2000). Service Management and Marketing: A Customer Relationship Management Approach, Wiley, New York, NY. .
GrothMarkus. (2005). Customers as Good Soldiers: Examining Citizenship Behaviors in Internet Service Deliveries. Journal of Management, 31, 17-27.
HippelVon. (2005). Democratizing Innovation. Cambridge.
HoffmanDonna L, & FodorMarek. (2010). Can you measure the ROI of your sociel media marketing? MIT Sloan Management Review, 52(1), 41-49.
KambilAjit, FriesenBruce, & SundaramArul. (1999). Co-creation: A new source of value. Outlook 1999,, 38-43.
KaplanA.M., & HaenleinM. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 5359-68, 59-68.
KelloggDeborah, & YoungdahlWilliam E. (1997). On the relationship between customer participation and satisfaction: two frameworks. International Journal of Service Industry Management, 8(3), 206-219.
KietzmannJ.H., HermkensK, McCarthyIP, & SilvestreBS. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.
KoetsierJohn. (2012). Facebook and comScore: “This is how to do social marketing” VB NEWS: http://venturebeat.com/2012/06/12/facebook-and-comscore-this-is-how-to-do-social-marketing/
Kristensson Per. (2007). Key strategies for the successful involvement of customers in the co-creation of new technology-based services. International Journal of Service Industry Management, 474-493.
Lengnick-HallCynthia A. (1996). Customer Contributions to Quality: A Different View of the Customer-Oriented Firm . The Aacademy of Management Review, 21, 791-824.
LiTing, & SooniusGuido. (2012/12). Is Your Social Media Strategy Effective? An Empirical Study of the Factors Influencing the Success of Facebook Campaigns. Proceedings of The Eleventh Workshop on E-Business (WEB 2012).
LuHsi-Peng, & LinKuan-Yu. (2011). Intention to Continue Using Facebook Fan Pages from the Perspective of Social Capital Theory. Cyberpsychology, Behavior, and Social Networking, 14(10), page 565-570.
McAndrewF.T. (2008). Can gossip be good? Scientific American Mind Magazine, 26-33.
MoellerS. (2008). Customer integration - a key to an implementation perspective of service provision. Journal of Service Research, 11, 197-210.
MorrisonWolfeElizabeth. (1993). Newcomer Information Seeking: Exploring Types, Modes, Sources, and Outcomes. The Macademy of Management Journal(36), 557-589.
Piller Frank , Vossen Alexander , & Ihl Christoph . (2012). From Social Media to Social Product Development: The Impact of Social Media on Co‐Creation of Innovation . Die Unternehmung, 65.
PrahaladC.K., & RamaswamyVenkat. (2004). Co-creating unique value with customers. STRATEGY&LEADERSHIP, 4-9.
RauberGustavo , & AlmeidaVirgílio . (2012). Privacy attacks in social media using photo tagging networks: a case study with Facebook. Proceedings of the 1st Workshop on Privacy and Security in Online Social Media, 4.
Rebecca Goolsby Office of Naval Research,Arlington VA. (2010/10). Social media as crisis platform: The future of community maps/crisis maps. ACM Transactions on Intelligent Systems and Technology (TIST), 1(1), 7.
Roser, Thorsten, Samson, Alain, Humphreys, & Patrick. (2009). New pathways to value: co-creating products by collaborating with customers.
SistrunkFrank, & McDavidJohn. (1971). Sex variable in conforming behavior. Journal of Personality and Social Psychology, 17(2), 200-207.



StelznerMichael. (2014). 2014 Social Media Marketing Industry Report. Social Media Examiner. Social Media Examiner: http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2013/
VargoS.L., & LuschR.F. (2006). Service-dominant logic: what it is, what it is not, what it might be. The Service-Dominant Logic of Marketing, 43-56.
VargoS.L., & LuschR.F. (2004). Evolving to a new dominant logic for marketing. ournal of Marketing, 68, 1-17.
WorchelStephen, & CooperJoel. (1991). Understanding social psychology (5th ed.). psycnet.apa.org.
YiYoujae. (2013/9). Customer value co-creation behavior:Scale development and validation. Journal of Business Research, 66(9), 1279-1284.
YiYoujae, & GongTaeshik. (2008). If employees “go the extra mile,” do customers reciprocate with similar behavior? Psychology & Marketing, 25(10), 961-986.
YiYoujae, NataraajanRajan, & GongTaeshik. (2011). Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention. Journal of Business Research, 64(1), 87-95.		zh_TW