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題名 在社群媒體中找尋可供口碑行銷之意見領袖
Finding opinion leaders in social media for Word-Of-Mouth marketing
作者 高莞茜
Kao, Wan-Chien
貢獻者 李蔡彥
Li, Tsai-Yen
高莞茜
Kao, Wan-Chien
關鍵詞 社群媒體
意見領袖
口碑行銷
Social media
Opinion leader
Word-Of-Mouth
日期 2019
上傳時間 12-Feb-2019 15:47:21 (UTC+8)
摘要 在社群網路的快速發展下，社群平台上的資訊交流、經驗分享與互動已成為人們生活的一部份。而社群網路上也出現了眾多意見領袖，經由這些意見領袖的發言，帶動他人回應、分享、按讚，進而影響更多的人，形成了所謂的口碑行銷。然而在廣大的社群平台中，如何找到可有效進行口碑行銷的潛在意見領袖，是一個具挑戰性的問題。我們希望透過文章內容、發文數量、按讚數、留言數、分享數……等數值，依據長尾理論（The Long Tail）以及商品特徵找尋特定商品潛在的意見領袖，進行排名。在尋找適合之意見領袖的過程中，也進一步的探索與商品特性相關的關鍵字。
本研究以Facebook 粉絲團為主要研究目標，開發一個線上視覺化系統，以圖形化介面方式呈現系統推薦，幫助行銷人員挑選符合需求的粉絲團，並在找尋的過程中掌握與商品相關的詞彙。希望透過這些粉絲團的宣傳，對特定商品進行口碑行銷（Word of Mouth），以達到精準行銷（Precision marketing）的目的。本系統透過使用者使用實驗，取得使用者回饋，並驗證系統的可用性。。從實驗結果顯示，本研究所設計的視覺化分析系統具有幫助找尋潛在的意見領袖的功能，並證實了本系統的發展價值。
With the rapid development of the social network, people use social networking platforms to exchange information, share experience and interact with other people every day. There also exist many opinion leaders on the social network, and their words can encourage users to respond, share information and click the like button, forming the so-called word-of-mouth marketing. However, in the huge social networking, how to find potential opinion leaders who can effectively promote word-of-mouth marketing is still a challenging issue. We hope to find the potential opinion leaders of specific product based on characteristics of social network platforms such as the content of articles, the number of posts, the number of likes, the number of comments, and the number of shares, etc. Based on “The Long Tail” theory and the characteristics of a given product, we hope to find and rank effective opinion leaders while discovering keywords related to the product in the exploration process.
In our research, focusing on the Facebook’s fan groups, we have developed an online visualization system to recommend fan groups through graphical interface. We hope to help marketers choose fan groups easily, and collect keywords related to product in the process of finding fan groups. We hope that through these fan groups, Word-of-Mouth can be used to promote specific products for precision marketing. We have conducted user experiments to verify the usability of the system and obtain user feedbacks. The experimental results and user feedbacks reveal that our visualization system indeed can help users find out potential opinion leaders for a given product, which confirms the value of developing such a system.
參考文獻 [1] C. Anderson, "THE LONG TAIL," [Online]. Available: https://www.wired.com/2004/10/tail/. [Accessed 01 10 2004].
[2] "The history of word of mouth marketing.," The Free Library, 2014. [Online]. Available: https://www.thefreelibrary.com/The+history+of+word+of+mouth+marketing.-a0134908667.
[3] J. Zabin and G. Brebach, Precision marketing: The new rules for attracting, retaining, and leveraging profitable customers., John Wiley & Sons, 2004.
[4] W. G. Mangold and D. J. Faulds, "Social Media: The New Hybrid Element of the Promotion Mix.," Business Horizons, vol. 52, no. 4, pp. 357-365, 2009.
[5] 資策會FIND/經濟部技術處, "資策會FIND（2016）/ 服務系統體系驅動新興事業研發計畫（2/4）," 01 5 2017. [Online]. Available: https://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1934&fm_sqno=14.
[6] "Cloudbreakr - 亞洲網紅行銷平台," [Online]. Available: https://cloudbreakr.com/.
[7] "OpView社群口碑資料庫," [Online]. Available: http://www.opview.com.tw/.
[8] C. L. Hsu and H. W. Park, "Mapping Online Social Networks of Korean Politicians.," Government Information Quarterly,, vol. 29, no. 2, pp. 169-181, 2012.
[9] E. Katz, "The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis," Public opinion quarterly, vol. 21, no. 1, pp. 61-78., 1957.
[10] M. C. Nisbet and J. E. Kotcher, "A Two-Step Flow of Influence? Opinion-Leader Campaigns on Climate Change.," Science Communication, vol. 30, no. 3, pp. 328-354, 2009.
[11] M. Shi and A. C. Wojnicki, "Money Talks to Online Opinion Leaders: : What Motivates Opinion Leaders to Make Social-Network Referrals?," Journal of Advertising Research, vol. 54, no. 1, pp. 81-91, 2014.
[12] G. P. A. Leal, L. F. Hor-Meyll, and L. A. G. de Paula Pessôa, "Influence of Virtual Communities in Purchasing Decisions: The Participants’ Perspective," Journal of Business Research, vol. 67, no. 5, pp. 882-890, 2014.
[13] R. Huhn, J. B. Ferreira, A. S. D. Freitas, and F. L. Ramos, "The effects of social media opinion leaders’ recommendations on followers’ intention to buy.," Review of Business Management, vol. 20, no. 1, pp. 57-73, 2018.
[14] L. Page, S. Brin, R. Motwani, and T. Winograd, The PageRank citation ranking: Bringing order to the web., Stanford InfoLab, 1999.
[15] J. Leskovec and E. Horvitz, "Planetary-scale views on a large instant-messaging network.," Proceedings of the 17th international conference on World Wide Web. ACM, pp. 915-924, 2008.
[16] S. Edunov, C. Diuk, I. O. Filiz, S. Bhagat, and M. Burke, "Three and a half degrees of separation," Facebook Research, 4 2 2016. [Online]. Available: https://research.fb.com/three-and-a-half-degrees-of-separation/?hc_location=ufi.
[17] M. Zhu, X. Lin, T. Lu, and H. Wang, "Identification of Opinion Leaders in Social Networks Based on Sentiment Analysis: Evidence from an Automotive Forum.," Adv. Comput. Sci. Res, no. 58, pp. 412-416, 2016.
[18] V. R. Embar, I. Bhattacharya, V. Pandit, and R. Vaculin, "Online Topic-Based Social Influence Analysis for the Wimbledon Championships.," Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, pp. 1759-1768, 2015.
[19] "Graph API - Facebook for Developers," [Online]. Available: https://developers.facebook.com/docs/graph-api/?locale=zh_TW.
[20] T. Mikolov, K. Chen, G. S. Corrado, and J. Dean, "Efficient Estimation of Word Representations in Vector Space.," ArXiv Preprint ArXiv:1301.3781, 2013.
[21] C. Kim and S. U. Yang, "Like, comment, and share on Facebook: How each behavior differs from the other.," Public Relations Review, vol. 43, no. 2, pp. 441-449., 2017.
[22] 林瑞程, 透過貼文分享以蒐集相關臉書粉絲頁之機制: 以太陽花運動為例., 碩士論文, 資訊科學系, 國立政治大學, 2015.
[23] "GitHub - fxsjy/jieba: 结巴中文分词," [Online]. Available: https://github.com/fxsjy/jieba.
[24] "Stanford Word Segmenter," [Online]. Available: https://nlp.stanford.edu/software/segmenter.shtml.
[25] "中文詞知識庫小組," [Online]. Available: http://ckip.iis.sinica.edu.tw:8080/wordsegment/.
[26] "OpenCC made with Python," [Online]. Available: https://github.com/yichen0831/opencc-python.
[27] L. R. Rabiner, "A tutorial on hidden Markov models and selected applications in speech recognition.," Proceedings of the IEEE, vol. 77, no. 2, pp. 257-286, 1989.
[28] "MySQL," [Online]. Available: https://www.mysql.com/.
[29] "Django: The Web framework for perfectionists with deadlines," [Online]. Available: https://www.djangoproject.com/.
[30] "Highcharts: Interactive JavaScript charts for your webpage," [Online]. Available: https://www.highcharts.com/.
[31] "vis.js - A dynamic, browser based visualization library.," [Online]. Available: http://visjs.org/.
[32] "NetworkX — NetworkX," [Online]. Available: https://networkx.github.io/.
[33] A. M. Lund, "Measuring usability with the use questionnaire12.," Usability interface, vol. 8, no. 2, pp. 3-6, 2001.
[34] J. Brooke, "SUS-A quick and dirty usability scale.," Usability evaluation in industry, vol. 189, no. 194, pp. 4-7, 1996.
[35] R. Likert, "A technique for the measurement of attitudes.," in Archives of psychology, 1932.
[36] A. Bangor, P. T. Kortum, and J. T. Miller, "An empirical evaluation of the system usability scale.," Intl. Journal of Human–Computer Interaction, pp. 574-594, 2008.
[37] A. Bangor, P. Kortum, and J. Miller, "Determining what individual SUS scores mean: Adding an adjective rating scale.," Journal of usability studies, vol. 4, no. 3, pp. 114-123, 2009.
描述 碩士
國立政治大學
資訊科學系
105753007
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105753007
資料類型 thesis
dc.contributor.advisor 李蔡彥zh_TW
dc.contributor.advisor Li, Tsai-Yenen_US
dc.contributor.author (Authors) 高莞茜zh_TW
dc.contributor.author (Authors) Kao, Wan-Chienen_US
dc.creator (作者) 高莞茜zh_TW
dc.creator (作者) Kao, Wan-Chienen_US
dc.date (日期) 2019en_US
dc.date.accessioned 12-Feb-2019 15:47:21 (UTC+8)-
dc.date.available 12-Feb-2019 15:47:21 (UTC+8)-
dc.date.issued (上傳時間) 12-Feb-2019 15:47:21 (UTC+8)-
dc.identifier (Other Identifiers) G0105753007en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/122286-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊科學系zh_TW
dc.description (描述) 105753007zh_TW
dc.description.abstract (摘要) 在社群網路的快速發展下，社群平台上的資訊交流、經驗分享與互動已成為人們生活的一部份。而社群網路上也出現了眾多意見領袖，經由這些意見領袖的發言，帶動他人回應、分享、按讚，進而影響更多的人，形成了所謂的口碑行銷。然而在廣大的社群平台中，如何找到可有效進行口碑行銷的潛在意見領袖，是一個具挑戰性的問題。我們希望透過文章內容、發文數量、按讚數、留言數、分享數……等數值，依據長尾理論（The Long Tail）以及商品特徵找尋特定商品潛在的意見領袖，進行排名。在尋找適合之意見領袖的過程中，也進一步的探索與商品特性相關的關鍵字。
本研究以Facebook 粉絲團為主要研究目標，開發一個線上視覺化系統，以圖形化介面方式呈現系統推薦，幫助行銷人員挑選符合需求的粉絲團，並在找尋的過程中掌握與商品相關的詞彙。希望透過這些粉絲團的宣傳，對特定商品進行口碑行銷（Word of Mouth），以達到精準行銷（Precision marketing）的目的。本系統透過使用者使用實驗，取得使用者回饋，並驗證系統的可用性。。從實驗結果顯示，本研究所設計的視覺化分析系統具有幫助找尋潛在的意見領袖的功能，並證實了本系統的發展價值。		zh_TW
dc.description.abstract (摘要) With the rapid development of the social network, people use social networking platforms to exchange information, share experience and interact with other people every day. There also exist many opinion leaders on the social network, and their words can encourage users to respond, share information and click the like button, forming the so-called word-of-mouth marketing. However, in the huge social networking, how to find potential opinion leaders who can effectively promote word-of-mouth marketing is still a challenging issue. We hope to find the potential opinion leaders of specific product based on characteristics of social network platforms such as the content of articles, the number of posts, the number of likes, the number of comments, and the number of shares, etc. Based on “The Long Tail” theory and the characteristics of a given product, we hope to find and rank effective opinion leaders while discovering keywords related to the product in the exploration process.
In our research, focusing on the Facebook’s fan groups, we have developed an online visualization system to recommend fan groups through graphical interface. We hope to help marketers choose fan groups easily, and collect keywords related to product in the process of finding fan groups. We hope that through these fan groups, Word-of-Mouth can be used to promote specific products for precision marketing. We have conducted user experiments to verify the usability of the system and obtain user feedbacks. The experimental results and user feedbacks reveal that our visualization system indeed can help users find out potential opinion leaders for a given product, which confirms the value of developing such a system.		en_US
dc.description.tableofcontents 摘要 i
Abstract ii
致謝 iii
目錄 iv
圖目錄 vii
表目錄 ix
第1章　導論 1
1.1 研究動機 1
1.2研究目標 3
1.3 論文貢獻 4
第2章　相關研究 6
2.1 意見領袖在社群網路中的影響 6
2.2 PageRank在社群網路中的應用 7
第3章　系統架構與設計： 9
3.1 系統設計與概觀 9
3.2 資料來源（Data Collection） 10
3.2.1 Facebook 10
3.2.2 維基百科 12
3.3 資料前處理 （Data preprocessing） 13
3.3.1 中文斷詞 13
3.3.2 移除停用詞 14
3.4 資料分析（Data Analysis） 14
3.4.1 PageRank 14
3.4.2 影響力計算（Influence Calculate） 15
3.4.3 Word2Vec 15
3.5 使用者介面（User Interface） 17
3.5.1 推薦關鍵字（Recommend Keyword） 18
3.5.2 粉絲團影響力（Fan-Page Influence） 19
3.5.3 粉絲團關聯圖（Fan-Page Network） 19
3.5.4 原始文章顯示（Document Detail） 21
第4章　系統實作 23
4.1 資料來源及資料屬性 23
4.2 各資料來源前處理 26
4.2.1 建立斷詞字典 26
4.2.2 Facebook的資料內容與資料作整併 27
4.2.3 Facebook的資料內容的清理及斷詞 28
4.3 演算法與使用者介面的詳細操作流程 29
4.3.1 關鍵字搜尋 30
4.3.2粉絲團影響力成績 30
4.3.3 PageRank 網路圖 32
4.3.4粉絲團與關鍵字相關的文章細節: 34
4.4 操作實例 36
4.4.1 以壽司為例 36
4.4.2 以咖哩為例 41
第5章　實驗設計與結果分析 42
5.1 實驗目標 42
5.2 實驗對象 42
5.3 實驗流程 43
5.3.1 引導式任務 44
5.3.2 指定任務 45
5.3.3 問卷與訪談 46
5.4 實驗結果分析與討論 51
5.4.1 系統功能評估問卷分析結果 51
5.4.2 系統整體評估 53
5.4.3 指定任務結果 55
5.4.4開放性問答與訪談的結果 56
第6章　結論與未來展望 58
6.1 研究結論 58
6.2 未來發展與改進 59
6.2.1 關鍵字推薦的改進 59
6.2.2 粉絲團影響力成績顯示的改進 59
6.2.3 PageRank網絡圖的改進 59
6.2.4 粉絲團與關鍵字相關的文章細節 60
6.2.5 未來應用 60
參考文獻 61
附錄 64
附錄一 引導式任務 64
附錄二 受試者開放性問題回饋 74		zh_TW
dc.format.extent 3739427 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105753007en_US
dc.subject (關鍵詞) 社群媒體zh_TW
dc.subject (關鍵詞) 意見領袖zh_TW
dc.subject (關鍵詞) 口碑行銷zh_TW
dc.subject (關鍵詞) Social mediaen_US
dc.subject (關鍵詞) Opinion leaderen_US
dc.subject (關鍵詞) Word-Of-Mouthen_US
dc.title (題名) 在社群媒體中找尋可供口碑行銷之意見領袖zh_TW
dc.title (題名) Finding opinion leaders in social media for Word-Of-Mouth marketingen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) [1] C. Anderson, "THE LONG TAIL," [Online]. Available: https://www.wired.com/2004/10/tail/. [Accessed 01 10 2004].
[2] "The history of word of mouth marketing.," The Free Library, 2014. [Online]. Available: https://www.thefreelibrary.com/The+history+of+word+of+mouth+marketing.-a0134908667.
[3] J. Zabin and G. Brebach, Precision marketing: The new rules for attracting, retaining, and leveraging profitable customers., John Wiley & Sons, 2004.
[4] W. G. Mangold and D. J. Faulds, "Social Media: The New Hybrid Element of the Promotion Mix.," Business Horizons, vol. 52, no. 4, pp. 357-365, 2009.
[5] 資策會FIND/經濟部技術處, "資策會FIND（2016）/ 服務系統體系驅動新興事業研發計畫（2/4）," 01 5 2017. [Online]. Available: https://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1934&fm_sqno=14.
[6] "Cloudbreakr - 亞洲網紅行銷平台," [Online]. Available: https://cloudbreakr.com/.
[7] "OpView社群口碑資料庫," [Online]. Available: http://www.opview.com.tw/.
[8] C. L. Hsu and H. W. Park, "Mapping Online Social Networks of Korean Politicians.," Government Information Quarterly,, vol. 29, no. 2, pp. 169-181, 2012.
[9] E. Katz, "The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis," Public opinion quarterly, vol. 21, no. 1, pp. 61-78., 1957.
[10] M. C. Nisbet and J. E. Kotcher, "A Two-Step Flow of Influence? Opinion-Leader Campaigns on Climate Change.," Science Communication, vol. 30, no. 3, pp. 328-354, 2009.
[11] M. Shi and A. C. Wojnicki, "Money Talks to Online Opinion Leaders: : What Motivates Opinion Leaders to Make Social-Network Referrals?," Journal of Advertising Research, vol. 54, no. 1, pp. 81-91, 2014.
[12] G. P. A. Leal, L. F. Hor-Meyll, and L. A. G. de Paula Pessôa, "Influence of Virtual Communities in Purchasing Decisions: The Participants’ Perspective," Journal of Business Research, vol. 67, no. 5, pp. 882-890, 2014.
[13] R. Huhn, J. B. Ferreira, A. S. D. Freitas, and F. L. Ramos, "The effects of social media opinion leaders’ recommendations on followers’ intention to buy.," Review of Business Management, vol. 20, no. 1, pp. 57-73, 2018.
[14] L. Page, S. Brin, R. Motwani, and T. Winograd, The PageRank citation ranking: Bringing order to the web., Stanford InfoLab, 1999.
[15] J. Leskovec and E. Horvitz, "Planetary-scale views on a large instant-messaging network.," Proceedings of the 17th international conference on World Wide Web. ACM, pp. 915-924, 2008.
[16] S. Edunov, C. Diuk, I. O. Filiz, S. Bhagat, and M. Burke, "Three and a half degrees of separation," Facebook Research, 4 2 2016. [Online]. Available: https://research.fb.com/three-and-a-half-degrees-of-separation/?hc_location=ufi.
[17] M. Zhu, X. Lin, T. Lu, and H. Wang, "Identification of Opinion Leaders in Social Networks Based on Sentiment Analysis: Evidence from an Automotive Forum.," Adv. Comput. Sci. Res, no. 58, pp. 412-416, 2016.
[18] V. R. Embar, I. Bhattacharya, V. Pandit, and R. Vaculin, "Online Topic-Based Social Influence Analysis for the Wimbledon Championships.," Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, pp. 1759-1768, 2015.
[19] "Graph API - Facebook for Developers," [Online]. Available: https://developers.facebook.com/docs/graph-api/?locale=zh_TW.
[20] T. Mikolov, K. Chen, G. S. Corrado, and J. Dean, "Efficient Estimation of Word Representations in Vector Space.," ArXiv Preprint ArXiv:1301.3781, 2013.
[21] C. Kim and S. U. Yang, "Like, comment, and share on Facebook: How each behavior differs from the other.," Public Relations Review, vol. 43, no. 2, pp. 441-449., 2017.
[22] 林瑞程, 透過貼文分享以蒐集相關臉書粉絲頁之機制: 以太陽花運動為例., 碩士論文, 資訊科學系, 國立政治大學, 2015.
[23] "GitHub - fxsjy/jieba: 结巴中文分词," [Online]. Available: https://github.com/fxsjy/jieba.
[24] "Stanford Word Segmenter," [Online]. Available: https://nlp.stanford.edu/software/segmenter.shtml.
[25] "中文詞知識庫小組," [Online]. Available: http://ckip.iis.sinica.edu.tw:8080/wordsegment/.
[26] "OpenCC made with Python," [Online]. Available: https://github.com/yichen0831/opencc-python.
[27] L. R. Rabiner, "A tutorial on hidden Markov models and selected applications in speech recognition.," Proceedings of the IEEE, vol. 77, no. 2, pp. 257-286, 1989.
[28] "MySQL," [Online]. Available: https://www.mysql.com/.
[29] "Django: The Web framework for perfectionists with deadlines," [Online]. Available: https://www.djangoproject.com/.
[30] "Highcharts: Interactive JavaScript charts for your webpage," [Online]. Available: https://www.highcharts.com/.
[31] "vis.js - A dynamic, browser based visualization library.," [Online]. Available: http://visjs.org/.
[32] "NetworkX — NetworkX," [Online]. Available: https://networkx.github.io/.
[33] A. M. Lund, "Measuring usability with the use questionnaire12.," Usability interface, vol. 8, no. 2, pp. 3-6, 2001.
[34] J. Brooke, "SUS-A quick and dirty usability scale.," Usability evaluation in industry, vol. 189, no. 194, pp. 4-7, 1996.
[35] R. Likert, "A technique for the measurement of attitudes.," in Archives of psychology, 1932.
[36] A. Bangor, P. T. Kortum, and J. T. Miller, "An empirical evaluation of the system usability scale.," Intl. Journal of Human–Computer Interaction, pp. 574-594, 2008.
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dc.identifier.doi (DOI) 10.6814/THE.NCCU.CS.004.2019.B02en_US