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題名 B2B 公司的 EWoM：Hiroia Communications PTE Ltd 案例研究及其實施的社交媒體策略
EWoM for B2B Companies: Case Study of Hiroia Communications PTE Ltd and its implemented Social Media Strategies
作者 蘇恩婍
Sobrevega, Elmaz Fernandez
貢獻者 林日璇
Lin, Tammy Jih-Hsuan
蘇恩婍
Sobrevega, Elmaz Fernandez
關鍵詞 社交媒体
社交媒体营销
大流行
eWOM
social media
social media marketing
UGC
B2B
Covid
Pandemic
日期 2023
上傳時間 1-Sep-2023 15:18:23 (UTC+8)
摘要 虽然企业对企业（B2B）公司一直在努力顺利过渡到数字手段，将营销策略转向更具创新性和成本效益的方法，但世界却受到了一场意想不到的全球危机的冲击，这场危机改变了业务和营销的运作方式。 Covid-19大流行向商业部门提出了挑战，要求他们改变所有的营销努力，使其"在线优先"，因为全球范围内的限制和预防措施都适用于控制病毒。 除了数字化运营的直接问题外，在大流行时代，传统B2B营销策略的不切实际性和有效性下降进一步突出，营销人员面临着利用可操作社交媒体的营销策略来继续开展业务的挑战。 根据Burby、Atchison和Sterne（2007年）的社会反馈周期，分析和展示用户生成内容（UGC）内容和在线反馈如何在Covid-19大流行期间为企业改进和生成电子口碑（eWOM），这项研究通过对facebook和instagram帖子的上下文分析以及对咖啡技术B2B公司Hiroia的销售团队进行半结构化访谈，审查和评估了实施的社交媒体策略。 这项研究的重点是像Hiroia这样的B2B公司如何通过研究人员提出和实施的社交媒体运动和策略，将社交媒体作为一种商业工具来解决品牌的三个关键问题：内容，一致性和可见性。 通过从2022年1月到2022年7月的社交媒体活动，研究人员回顾了Hiroia获得的结果和见解，发现通过最大化平台功能，发布有目的的内容，并在商业关键时期拥抱"合作竞争"而不是竞争，eWOM已被证明是有益的，有效的和实用的公司在新常态中茁壮成长。
While Business to Business (B2B) companies have been trying to transition smoothly into digital means to shift their marketing strategies towards more innovative and cost-efficient approach, the world was hit by an unexpected global crisis that shifted the way business and marketing will be operationalized. The Covid-19 pandemic challenged the business sector to change all their marketing efforts to be "online-first" due to the worldwide restrictions and preventive measures applied to contain the virus. Aside from the immediate problem of digitizing operations, the impracticality and decreasing effectiveness of traditional B2B marketing strategies was further highlighted during the pandemic era and marketers was challenged to utilize a marketing strategy that operationalizes social media in order to continue doing business. Following the Social Feedback Cycle by Burby, Atchison, and Sterne (2007) to breakdown and demonstrate how User Generated Content (UGC) content and online feedback improved and generated electronic Word of Mouth (eWOM) for a business during the Covid-19 pandemic, this research reviewed and evaluated implemented social media strategies through a single case study approach using contextual analysis of Facebook and Instagram posts and semi-structured interviews with the sales team of a coffee technology B2B company, Hiroia. This research focused on how a B2B company like Hiroia, through the social media campaign and strategies proposed and implemented by the researcher, has operationalized social media as a business tool to solve three key problems of the brand: content, consistency, and visibility. Through the social media campaign that ran from January 2022 to July 2022, the researcher reviewed the results and insights gained by Hiroia and found that by maximizing platform features, posting purposeful content, and embracing "coopetition" than competition during this pivotal time in business, eWOM has proved to be beneficial, effective, and practical for the company to thrive in the new normal.
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Alboqami, H., Al-Karaghouli, W., Baeshen, Y., Erkan, I., Evans, C., & Ghoneim, A. (2015). Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter. International Journal of Internet Marketing and Advertising, 9(4), 338-358.
Andzulis, J., Panagopoulos, N. G., & Rapp, A. (2012). A Review of Social Media and Implications for the Sales Process. Journal of Personal Selling & Sales Management, 32(3), 305 - 316. https://doi.org/10.2753/PSS0885-3134320302
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & marketing, 32(1), 15-27.
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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
108461017
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108461017
資料類型 thesis
dc.contributor.advisor 林日璇zh_TW
dc.contributor.advisor Lin, Tammy Jih-Hsuanen_US
dc.contributor.author (Authors) 蘇恩婍zh_TW
dc.contributor.author (Authors) Sobrevega, Elmaz Fernandezen_US
dc.creator (作者) 蘇恩婍zh_TW
dc.creator (作者) Sobrevega, Elmaz Fernandezen_US
dc.date (日期) 2023en_US
dc.date.accessioned 1-Sep-2023 15:18:23 (UTC+8)-
dc.date.available 1-Sep-2023 15:18:23 (UTC+8)-
dc.date.issued (上傳時間) 1-Sep-2023 15:18:23 (UTC+8)-
dc.identifier (Other Identifiers) G0108461017en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/147005-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 108461017zh_TW
dc.description.abstract (摘要) 虽然企业对企业（B2B）公司一直在努力顺利过渡到数字手段，将营销策略转向更具创新性和成本效益的方法，但世界却受到了一场意想不到的全球危机的冲击，这场危机改变了业务和营销的运作方式。 Covid-19大流行向商业部门提出了挑战，要求他们改变所有的营销努力，使其"在线优先"，因为全球范围内的限制和预防措施都适用于控制病毒。 除了数字化运营的直接问题外，在大流行时代，传统B2B营销策略的不切实际性和有效性下降进一步突出，营销人员面临着利用可操作社交媒体的营销策略来继续开展业务的挑战。 根据Burby、Atchison和Sterne（2007年）的社会反馈周期，分析和展示用户生成内容（UGC）内容和在线反馈如何在Covid-19大流行期间为企业改进和生成电子口碑（eWOM），这项研究通过对facebook和instagram帖子的上下文分析以及对咖啡技术B2B公司Hiroia的销售团队进行半结构化访谈，审查和评估了实施的社交媒体策略。 这项研究的重点是像Hiroia这样的B2B公司如何通过研究人员提出和实施的社交媒体运动和策略，将社交媒体作为一种商业工具来解决品牌的三个关键问题：内容，一致性和可见性。 通过从2022年1月到2022年7月的社交媒体活动，研究人员回顾了Hiroia获得的结果和见解，发现通过最大化平台功能，发布有目的的内容，并在商业关键时期拥抱"合作竞争"而不是竞争，eWOM已被证明是有益的，有效的和实用的公司在新常态中茁壮成长。zh_TW
dc.description.abstract (摘要) While Business to Business (B2B) companies have been trying to transition smoothly into digital means to shift their marketing strategies towards more innovative and cost-efficient approach, the world was hit by an unexpected global crisis that shifted the way business and marketing will be operationalized. The Covid-19 pandemic challenged the business sector to change all their marketing efforts to be "online-first" due to the worldwide restrictions and preventive measures applied to contain the virus. Aside from the immediate problem of digitizing operations, the impracticality and decreasing effectiveness of traditional B2B marketing strategies was further highlighted during the pandemic era and marketers was challenged to utilize a marketing strategy that operationalizes social media in order to continue doing business. Following the Social Feedback Cycle by Burby, Atchison, and Sterne (2007) to breakdown and demonstrate how User Generated Content (UGC) content and online feedback improved and generated electronic Word of Mouth (eWOM) for a business during the Covid-19 pandemic, this research reviewed and evaluated implemented social media strategies through a single case study approach using contextual analysis of Facebook and Instagram posts and semi-structured interviews with the sales team of a coffee technology B2B company, Hiroia. This research focused on how a B2B company like Hiroia, through the social media campaign and strategies proposed and implemented by the researcher, has operationalized social media as a business tool to solve three key problems of the brand: content, consistency, and visibility. Through the social media campaign that ran from January 2022 to July 2022, the researcher reviewed the results and insights gained by Hiroia and found that by maximizing platform features, posting purposeful content, and embracing "coopetition" than competition during this pivotal time in business, eWOM has proved to be beneficial, effective, and practical for the company to thrive in the new normal.en_US
dc.description.tableofcontents ABSTRACT I
TABLE OF CONTENTS III
LIST OF FIGURES V
LIST OF TABLES VI
INTRODUCTION 1
1.1 Foreword 1
1.2 Business to Business Marketing 1
1.3 B2B Marketing during the Covid-19 Pandemic 3
1.4 Research Aims and Objectives 5
Aim and Objectives of the Study 6
Significance of the Study 7
2. REVIEW OF RELATED LITERATURE 8
2.1 Social Media as Business Tool 8
2.2 The Traditional Purchase Funnel 9
2.4 Challenges of B2B Social Media Marketing 13
3. RESEARCH METHOD AND APPROACH 15
3.1 Social Media Campaign 15
Strategy and Tactics 16
Social Media Campaign Performance Metrics 16
3.1 Social Feedback Cycle 17
3.3 Research Approach and Method 20
3.4 Data Collection and Content Analysis 21
3.5 Scope and Limitations 22
4. CASE STUDY: HIROIA 23
4.1 About Hiroia 23
4.2 Pre-Campaign (Nov 2021 – Dec 2021) 25
Preparations 25
SWOT Analysis 26
Performance (7 months prior) 28
Post Categories and Strategies (before) 28
4.3 #BrewSmarter Campaign 30
Campaign brief 30
Strategy and Tactics 31
4.4 Campaign Proper 32
Awareness Stage 32
Consideration Stage 34
Purchase Stage 35
Use Stage 36
Form Opinion Stage 38
Talk Stage (eWOM Loop-ing) 39
4.5 Challenges during #BrewSmarter campaign 40
5. RESULTS AND DISCUSSION 41
5.1 Campaign Performance Evaluation 42
Hiroia’s Social Media Growth 42
Post Categories and Strategies (campaign period) 43
Marketing Metrics 46
5.2 Strategy and Tactics 48
Content Strategies 49
Conversation Strategies 52
Community and Collaboration strategies 52
5.3 Hiroia’s Social Feedback Cycle 54
Messages and UGC 54
Website Insights 56
6. CONCLUSION AND RECOMMENDATIONS 58
Future research 61
REFERENCES 62
APPENDIX 67		zh_TW
dc.format.extent 3357117 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108461017en_US
dc.subject (關鍵詞) 社交媒体zh_TW
dc.subject (關鍵詞) 社交媒体营销zh_TW
dc.subject (關鍵詞) 大流行zh_TW
dc.subject (關鍵詞) eWOMen_US
dc.subject (關鍵詞) social mediaen_US
dc.subject (關鍵詞) social media marketingen_US
dc.subject (關鍵詞) UGCen_US
dc.subject (關鍵詞) B2Ben_US
dc.subject (關鍵詞) Coviden_US
dc.subject (關鍵詞) Pandemicen_US
dc.title (題名) B2B 公司的 EWoM：Hiroia Communications PTE Ltd 案例研究及其實施的社交媒體策略zh_TW
dc.title (題名) EWoM for B2B Companies: Case Study of Hiroia Communications PTE Ltd and its implemented Social Media Strategiesen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Accenture. (2020, April 28). COVID-19: Impact on Consumer Behavior Trends. Accenture. Retrieved May 8, 2023, from https://www.accenture.com/us-en/insights/consumer-goods- services/coronavirus-consumer-behavior-research
Alboqami, H., Al-Karaghouli, W., Baeshen, Y., Erkan, I., Evans, C., & Ghoneim, A. (2015). Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter. International Journal of Internet Marketing and Advertising, 9(4), 338-358.
Andzulis, J., Panagopoulos, N. G., & Rapp, A. (2012). A Review of Social Media and Implications for the Sales Process. Journal of Personal Selling & Sales Management, 32(3), 305 - 316. https://doi.org/10.2753/PSS0885-3134320302
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