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題名 使用網紅與名人行銷予消費者感官差異及影響
The Differences and Effects in Leveraging Social Influencers and Celebrities Endorsements to Build Cosmetic Brands作者 宋靖雅
Sung, Ching-Ya貢獻者 洪順慶
Horng, Shun-Ching
宋靖雅
Sung, Ching-Ya關鍵詞 網紅
藝人
名人代言
感官差異
化妝品
Social Media Influencer
Celebrity
Endorsement
Consumer Perception
Cosmetics日期 2019 上傳時間 5-Sep-2019 17:33:16 (UTC+8) 摘要 本篇論文探討美妝企業應當如何衡量及區別使用傳統藝人亦或是網紅作為代言所於消費者感官上的差異。內文將用其發現延伸針對各面向提出建議，包括：(1) 如何於目標受眾進行溝通、(2) 如何提升品牌創新、(3) 如何提升消費者滿意度、(4) 如何建議良好的品牌形象。選擇正確的藝人或網紅代言將導出不同程度及層面的效益，而品牌應當綜合評估欲傳遞的訊息以及產品特質進行判別。
This dissertation is to examine how companies can use beauty bloggers or international celebrities to promote cosmetics brand to achieve different objectives including: (1) reach target market, (2) promote innovation, (3) enhance customer satisfaction, (4) establish brand image. It is vital that the brand find a way to market the product or service authentically while staying true to the brands’ vision and goal and resonate with the right consumers. Upon selecting the best fit marketing method, the brand should also evaluate thoroughly regarding the desired perceived product qualities by the consumer including example qualities listed in this study.參考文獻 Alsmadi, S. (2006) “The Power of Celebrity Endorsement in Brand Choice Behaviour: An Empirical Study of Consumer Attitudes”, Journal of Accounting, Business & Management, 13, pp. 69-84, Business Source Complete, EBSCOhostAwata, K. (2010). “An exploration of the impact of social media on branding strategies” (from http://www.kentarohawata.com/blog)Barbara Casabianca. (2016), “YouTube as a Network: A Media Analysis of the YouTube Beauty Community”, CUNY Academic WorksBarrie Gunter & Adrian Furnham (2014). Consumer Profiles: An Introduction to Psychographics, London, BloomsburyBickart, B. & Schindler, R. M. (2011). “Internet forums as influential sources of consumer information. Journal Of Interactive Marketing”Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications : An International Journal, 16(3), 184-191.Boyd, D.M. and Ellison, N.B. (2007). “Social network sites: Definition, history, and scholarship. Journal of Computer-Medicated Communication”Breberina, J. Shukla, P. and Schwaiger, M. (2013) “Endorser’s Involvement in Scandals and their Influence on Consumer’s Self Expression and Brand Attitudes”, American Academy of Advertising Conference Proceedings, pp. 120-121, Business Source Complete, EBSCOhostBurgess, Eric. (2016) “11 Essential Stats for Influencer Marketing in 2016.”Daugherty, T., Eastin, M.S. and Bright, L., (2008). “Exploring consumer motivations for creatingEsangbedo, Reginald, (2011), "The impact of celebrity endorsements on the buying behavior of Rowan University students age 18-24". Theses and Dissertations. 88.Kristen Forbes, (2016), “Examining the Beauty Industry’s Use of Social Influencers”, Elon Journal of Undergraduate Research in Communications, Vol. 7, No. 2Michaelidou, N. and Dibb, S., (2008). “Consumer involvement: a new perspective. The MarketingOluwafunmito Jatto (2014), “Consumer Attitude Towards Celebrity Endorsements on Social Media”, Dublin Business SchoolPhilip K., Kevin L., Keller A., and Koshy Mithileshwar J. (2009). Marketing Management: A South Asian Perspective (International Edition), USA, Pearson Prentice Hall Review”Roger D., Paul W. and James F. (2006). Consumer Behavior, USA, Mason, OHSakkthivel, A.M., Edolyi, M.E. and Ponraj, J. (2010) `Empirical investigation on the impact of internal and external variables that influence customer loyalty, customer life time value and consumer switching behaviour in a growing competitive environment`. International Journal of Management Rivulet, Vol. 1Shane Barker. “Why Is Influencer Marketing Better than Celebrity Endorsements?” Shane Barker, Shane Barker, 7 May 2019, shanebarker.com/blog/influencer-marketing-celebrity-endorsements/.Tran Nhu My Duen (2016), “Beauty bloggers’ influence on Vietnamese young consumers”, Saimaa University of Applied Sciences, Faculty of Business AdministrationWollan, R., Smith, N., & Zhou, C. (2010). “The Social Media Management Handbook” Hoboken, US: WileyYoo, C.W., Kim, Y.J. and Sanders, G.L., (2015). “The impact of interactivity of electronic word of mouth systems and E-Quality on decision support in the context of the e-marketplace. Information & Management” 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363125資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105363125 資料類型 thesis dc.contributor.advisor 洪順慶 zh_TW dc.contributor.advisor Horng, Shun-Ching en_US dc.contributor.author (Authors) 宋靖雅 zh_TW dc.contributor.author (Authors) Sung, Ching-Ya en_US dc.creator (作者) 宋靖雅 zh_TW dc.creator (作者) Sung, Ching-Ya en_US dc.date (日期) 2019 en_US dc.date.accessioned 5-Sep-2019 17:33:16 (UTC+8) - dc.date.available 5-Sep-2019 17:33:16 (UTC+8) - dc.date.issued (上傳時間) 5-Sep-2019 17:33:16 (UTC+8) - dc.identifier (Other Identifiers) G0105363125 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125938 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 105363125 zh_TW dc.description.abstract (摘要) 本篇論文探討美妝企業應當如何衡量及區別使用傳統藝人亦或是網紅作為代言所於消費者感官上的差異。內文將用其發現延伸針對各面向提出建議，包括：(1) 如何於目標受眾進行溝通、(2) 如何提升品牌創新、(3) 如何提升消費者滿意度、(4) 如何建議良好的品牌形象。選擇正確的藝人或網紅代言將導出不同程度及層面的效益，而品牌應當綜合評估欲傳遞的訊息以及產品特質進行判別。 zh_TW dc.description.abstract (摘要) This dissertation is to examine how companies can use beauty bloggers or international celebrities to promote cosmetics brand to achieve different objectives including: (1) reach target market, (2) promote innovation, (3) enhance customer satisfaction, (4) establish brand image. It is vital that the brand find a way to market the product or service authentically while staying true to the brands’ vision and goal and resonate with the right consumers. Upon selecting the best fit marketing method, the brand should also evaluate thoroughly regarding the desired perceived product qualities by the consumer including example qualities listed in this study. en_US dc.description.tableofcontents 1 Introduction 51.1 Study Background 51.2 Purpose of the Thesis 61.3 Limitations 62 Literature Review 72.1 Social Media 72.2 Social Media Influencers 82.2.1 Type of Social Media Influencers 82.3 Influence Marketing 92.4 Consumer Purchase Decision Process 102.4.1 Need Recognition 112.4.2 Information Research 112.4.3 Pre-Purchase Alternative Evaluation 132.4.4 Purchase Decision 132.4.5 Post-Purchase Alternative Evaluation 132.5 The Rise of Celebrity Endorsement 142.5.1 The Influence of Celebrity Endorsement 152.6 The Rise of Social Media Influencers 152.6.1 The Influence and Contents of Social Media Influencers 152.6.2 The Change in Evaluations of Productions 162.7 Related Theories and Methodology 162.7.1 Associative Learning Theory 162.7.2 The Meaning Transfer Model 162.7.3 Balance Theory 173 Empirical Research 183.1 Qualitative and Quantitative Research 183.2 The Survey 183.3 The Interview 204 Results Analysis 215 Interview Summary 436 Ananlysis and Reflection 456.1 Applications 486.2 Limitations 487 Conclusion 49APPENDIX1 Survey Questionnaires 502 Interview Questionnaires 613 Reference 63 zh_TW dc.format.extent 2932314 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105363125 en_US dc.subject (關鍵詞) 網紅 zh_TW dc.subject (關鍵詞) 藝人 zh_TW dc.subject (關鍵詞) 名人代言 zh_TW dc.subject (關鍵詞) 感官差異 zh_TW dc.subject (關鍵詞) 化妝品 zh_TW dc.subject (關鍵詞) Social Media Influencer en_US dc.subject (關鍵詞) Celebrity en_US dc.subject (關鍵詞) Endorsement en_US dc.subject (關鍵詞) Consumer Perception en_US dc.subject (關鍵詞) Cosmetics en_US dc.title (題名) 使用網紅與名人行銷予消費者感官差異及影響 zh_TW dc.title (題名) The Differences and Effects in Leveraging Social Influencers and Celebrities Endorsements to Build Cosmetic Brands en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Alsmadi, S. (2006) “The Power of Celebrity Endorsement in Brand Choice Behaviour: An Empirical Study of Consumer Attitudes”, Journal of Accounting, Business & Management, 13, pp. 69-84, Business Source Complete, EBSCOhostAwata, K. (2010). “An exploration of the impact of social media on branding strategies” (from http://www.kentarohawata.com/blog)Barbara Casabianca. (2016), “YouTube as a Network: A Media Analysis of the YouTube Beauty Community”, CUNY Academic WorksBarrie Gunter & Adrian Furnham (2014). Consumer Profiles: An Introduction to Psychographics, London, BloomsburyBickart, B. & Schindler, R. M. (2011). “Internet forums as influential sources of consumer information. Journal Of Interactive Marketing”Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications : An International Journal, 16(3), 184-191.Boyd, D.M. and Ellison, N.B. (2007). “Social network sites: Definition, history, and scholarship. Journal of Computer-Medicated Communication”Breberina, J. Shukla, P. and Schwaiger, M. (2013) “Endorser’s Involvement in Scandals and their Influence on Consumer’s Self Expression and Brand Attitudes”, American Academy of Advertising Conference Proceedings, pp. 120-121, Business Source Complete, EBSCOhostBurgess, Eric. (2016) “11 Essential Stats for Influencer Marketing in 2016.”Daugherty, T., Eastin, M.S. and Bright, L., (2008). “Exploring consumer motivations for creatingEsangbedo, Reginald, (2011), "The impact of celebrity endorsements on the buying behavior of Rowan University students age 18-24". Theses and Dissertations. 88.Kristen Forbes, (2016), “Examining the Beauty Industry’s Use of Social Influencers”, Elon Journal of Undergraduate Research in Communications, Vol. 7, No. 2Michaelidou, N. and Dibb, S., (2008). “Consumer involvement: a new perspective. The MarketingOluwafunmito Jatto (2014), “Consumer Attitude Towards Celebrity Endorsements on Social Media”, Dublin Business SchoolPhilip K., Kevin L., Keller A., and Koshy Mithileshwar J. (2009). Marketing Management: A South Asian Perspective (International Edition), USA, Pearson Prentice Hall Review”Roger D., Paul W. and James F. (2006). Consumer Behavior, USA, Mason, OHSakkthivel, A.M., Edolyi, M.E. and Ponraj, J. (2010) `Empirical investigation on the impact of internal and external variables that influence customer loyalty, customer life time value and consumer switching behaviour in a growing competitive environment`. International Journal of Management Rivulet, Vol. 1Shane Barker. “Why Is Influencer Marketing Better than Celebrity Endorsements?” Shane Barker, Shane Barker, 7 May 2019, shanebarker.com/blog/influencer-marketing-celebrity-endorsements/.Tran Nhu My Duen (2016), “Beauty bloggers’ influence on Vietnamese young consumers”, Saimaa University of Applied Sciences, Faculty of Business AdministrationWollan, R., Smith, N., & Zhou, C. (2010). “The Social Media Management Handbook” Hoboken, US: WileyYoo, C.W., Kim, Y.J. and Sanders, G.L., (2015). “The impact of interactivity of electronic word of mouth systems and E-Quality on decision support in the context of the e-marketplace. Information & Management” zh_TW dc.identifier.doi (DOI) 10.6814/NCCU201900572 en_US
