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題名 藝術行銷:如何在Instagram上增加社交媒體互動
Arts Marketing: How to Increase Social Media Engagement on Instagram作者 林姝融
Lin, Shu-Rong貢獻者 朴星俊
Sungjun (Steven) Park
林姝融
Lin, Shu-Rong關鍵詞 藝術行銷
社交媒體互動
情感體驗
Instagram
Arts Marketing
Social Media Engagement
Emotional Experience
Instagram日期 2024 上傳時間 1-七月-2024 12:23:20 (UTC+8) 摘要 社交媒體上的藝術行銷蓬勃發展，經營網路形象以增加曝光並吸引粉絲在當代商業經 營中佔據了重要地位。本文旨在研究新興藝術家的 Instagram 個人帳號，藉此幫助藝 術家有效展示作品並觸及更多使用者。研究參考了過去文獻的問卷設計方法，使用 Qualtrics 製作問卷，並通過 Prolific 發放線上問卷，每位填答者將獲得 2.5 美元報酬。 後續我們將使用 JASP 進行三項分析:一)可信度分析、二)迴歸分析、三)中介效 果分析。選擇 Instagram 作為主要研究平台是因其以圖片為主的設計，讓藝術家能在 短時間內抓住使用者的目光。 本研究探討了在 Instagram 上展示作品的圖片和撰寫具故事性的敘述文字是否能引起 受訪者的情感反應，以及這種情感體驗的增加是否會強化受訪者的社交媒體互動程 度。同時，還調查了信任是否在情感體驗與社交媒體互動之間扮演中介變數的角色。 研究結果顯示，展示作品的圖片和撰寫故事性敘述的文字均有助於提升受訪者的情感 體驗，從而在 Instagram 上引起更大的參與度。此外，信任亦是增強平台用戶與藝術 家互動的關鍵因素。
Arts marketing on social media is thriving, with an increasing emphasis on managing online presence to enhance exposure and attract followers, thus playing a crucial role in contemporary business operations. This study aims to explore the personal Instagram accounts of emerging artists to help them effectively showcase their works and reach a broader audience. The research references past literature for questionnaire design, using Qualtrics to create the survey, which was distributed online via Prolific, offering each respondent a reward of $2.5. Subsequently, we will employ JASP to conduct three types of analysis: 1) reliability analysis, 2) regression analysis, and 3) mediation analysis. Instagram was chosen as the primary research platform due to its image-centric design, allowing artists to capture users' attention quickly. This study investigates whether displaying artworks through images and writing narrative descriptions on Instagram can elicit emotional responses from respondents, and whether the enhancement of this emotional experience can strengthen respondents' engagement on social media. Additionally, it examines whether trust acts as a mediating variable in the relationship between emotional experience and social media engagement. The results indicate that displaying artworks through images and writing narrative descriptions both contribute to enhancing respondents' emotional experiences, thereby increasing their engagement on Instagram. Trust is also identified as a key factor in strengthening the interaction between platform users and artists.參考文獻 Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268-287. Björk, P. (2010). Atmospherics on tour operators’ websites: Website features that stimulate emotional response. Journal of Vacation Marketing, 16(4), 283-296. 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. Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046-1063. Chaparro-Peláez, J., Hernández-García, Á., & Urueña-López, A. (2015). The role of emotions and trust in service recovery in business-to-consumer electronic commerce. Journal of Theoretical and Applied Electronic Commerce Research, 10(2), 77-90. Chava Krivchenia, 2020, All About The Primary and Secondary Art Markets. Retrieved June 5, 2024, from https://art-mine.com/collectors-corner/2020/07/all-about-the-primary- and-secondary-art-markets/ Che, J.W., Cheung, C.M. and Thadani, D.R. (2017), Consumer purchase decision in Instagram stores: the role of consumer trust, Proceedings of the 50th Hawaii International Conference on System Sciences. Chen, H. (2018). College-aged young consumers' perceptions of social media marketing: The story of Instagram. Journal of Current Issues & Research in Advertising, 39(1), 22-36. Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40. de Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48(6), 1211-1228. Digital Ready, 2024, Introduction to Instagram. Retrieved April 18, from https://digitalready.tas.gov.au/resources/all-about-instagram/ 34 Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: A framework for engaging customers through social media content. European Journal of Marketing, 53(10), 2213-2243. Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management, 32(13-14), 1230-1259. Escalas, J. E. (2004). Imagine yourself in the product. Mental simulation, narrative transportation, and persuasion. Journal of Advertising, 33(2), 37–48. Fabris, G. (2003). Il nuovo consumatore: verso il postmoderno (Vol. 39). Franco Angeli. Firman, A., Ilyas, G. B., Reza, H. K., Lestari, S. D., & Putra, A. H. P. K. (2021). The mediating role of customer trust on the relationships of celebrity endorsement and e-WOM to Instagram Purchase intention. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(1), 107-126. Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5-25. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What Motivates Consumers to Articulate Themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38-52. Ho, R. T., Potash, J. S., Fang, F., & Rollins, J. (2015). Art viewing directives in hospital settings effect on mood. HERD: Health Environments Research & Design Journal, 8(3), 30-43. Hong, J., Yang, J., Wooldridge, B. R., & Bhappu, A. D. (2022). Sharing consumers’ brand storytelling: Influence of Consumers’ Storytelling on Brand Attitude via Emotions and Cognitions. Journal of Product & Brand Management, 31(2), 265-278. Irshad, M., Ahmad, M. S., & Malik, O. F. (2020). Understanding consumers’ trust in social media marketing environment. International Journal of Retail & Distribution Management, 48(11), 1195-1212. Kang, J. A., Hong, S., & Hubbard, G. T. (2020). The role of storytelling in advertising: 35 Consumer emotion, narrative engagement level, and word-of-mouth intention. Journal of Consumer Behaviour, 19(1), 47-56. Kantar, 2020. COVID-19 Barometer: Consumer attitudes, media habits and expectations. Retrieved March 3, 2024, from https://www.kantar.com/Inspiration/Coronavirus/COVID-19-Barometer-Consumer-att itudes-media-habits-and-expectations Kaufman, B. (2003). Stories that SELL, stories that Tell. Journal of Business Strategy, 24(2), 11–15 Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22 Keib, K., Espina, C., Lee, Y. I., Wojdynski, B., Choi, D., & Bang, H. (2016). Picture perfect: How photographs influence emotion attention and selection in social media news posts. In Annual Conference of the Association for Education in Journalism and Mass Communication, Minneapolis, MI. Kelley, T., & Littman, J. (2006). The ten faces of innovation: Strategies for heightening creativity. London: Profile Books. Kemp, E., Porter III, M., Anaza, N. A., & Min, D. J. (2021). The impact of storytelling in creating firm and customer connections in online environments. Journal of Research in Interactive Marketing, 15(1), 104-124. Kemp, S. W., & Cupchik, G. C. (2007). The emotionally evocative effects of paintings. Visual Arts Research, 72-82. Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133. Kowalczyk, C. M., & Pounders, K. R. (2016). Transforming Celebrities Through Social Media: The Role of Authenticity and Emotional Attachment. 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A scoping review.” Retrieved from https://www.who.int/europe/publications/i/item/9789289054553 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363010資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111363010 資料類型 thesis dc.contributor.advisor 朴星俊 zh_TW dc.contributor.advisor Sungjun (Steven) Park en_US dc.contributor.author (作者) 林姝融 zh_TW dc.contributor.author (作者) Lin, Shu-Rong en_US dc.creator (作者) 林姝融 zh_TW dc.creator (作者) Lin, Shu-Rong en_US dc.date (日期) 2024 en_US dc.date.accessioned 1-七月-2024 12:23:20 (UTC+8) - dc.date.available 1-七月-2024 12:23:20 (UTC+8) - dc.date.issued (上傳時間) 1-七月-2024 12:23:20 (UTC+8) - dc.identifier (其他 識別碼) G0111363010 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152007 - 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) 111363010 zh_TW dc.description.abstract (摘要) 社交媒體上的藝術行銷蓬勃發展，經營網路形象以增加曝光並吸引粉絲在當代商業經 營中佔據了重要地位。本文旨在研究新興藝術家的 Instagram 個人帳號，藉此幫助藝 術家有效展示作品並觸及更多使用者。研究參考了過去文獻的問卷設計方法，使用 Qualtrics 製作問卷，並通過 Prolific 發放線上問卷，每位填答者將獲得 2.5 美元報酬。 後續我們將使用 JASP 進行三項分析:一)可信度分析、二)迴歸分析、三)中介效 果分析。選擇 Instagram 作為主要研究平台是因其以圖片為主的設計，讓藝術家能在 短時間內抓住使用者的目光。 本研究探討了在 Instagram 上展示作品的圖片和撰寫具故事性的敘述文字是否能引起 受訪者的情感反應，以及這種情感體驗的增加是否會強化受訪者的社交媒體互動程 度。同時，還調查了信任是否在情感體驗與社交媒體互動之間扮演中介變數的角色。 研究結果顯示，展示作品的圖片和撰寫故事性敘述的文字均有助於提升受訪者的情感 體驗，從而在 Instagram 上引起更大的參與度。此外，信任亦是增強平台用戶與藝術 家互動的關鍵因素。 zh_TW dc.description.abstract (摘要) Arts marketing on social media is thriving, with an increasing emphasis on managing online presence to enhance exposure and attract followers, thus playing a crucial role in contemporary business operations. This study aims to explore the personal Instagram accounts of emerging artists to help them effectively showcase their works and reach a broader audience. The research references past literature for questionnaire design, using Qualtrics to create the survey, which was distributed online via Prolific, offering each respondent a reward of $2.5. Subsequently, we will employ JASP to conduct three types of analysis: 1) reliability analysis, 2) regression analysis, and 3) mediation analysis. Instagram was chosen as the primary research platform due to its image-centric design, allowing artists to capture users' attention quickly. This study investigates whether displaying artworks through images and writing narrative descriptions on Instagram can elicit emotional responses from respondents, and whether the enhancement of this emotional experience can strengthen respondents' engagement on social media. Additionally, it examines whether trust acts as a mediating variable in the relationship between emotional experience and social media engagement. The results indicate that displaying artworks through images and writing narrative descriptions both contribute to enhancing respondents' emotional experiences, thereby increasing their engagement on Instagram. Trust is also identified as a key factor in strengthening the interaction between platform users and artists. en_US dc.description.tableofcontents Chapter 1 - Introduction 8 1.1 Research Background 8 1.2 Research Questions 11 Chapter 2 - Literature Review 12 2.1 Arts Market 12 2.2 Storytelling 12 2.3 Picture 13 2.4 Trust 13 2.5 Emotional Experience 14 2.6 Social Media Engagement toward a Human Brand 14 Chapter 3 - Hypothesis 16 3.1 Storytelling on Emotional Experience 16 3.2 Picture on Emotional Experience 16 3.3 Emotional Experience to Social Media Engagement 17 3.4 The Mediating Role of Trust 18 Chapter 4 - Methods 19 4.1 Data Collection and Sampling 19 4.2 Analysis 22 Chapter 5 - Analysis and Findings 23 5.1 Demographic Profiles 23 5.2 Reliability 26 5.3 Path Model 29 5.3.1 Main Effects - Regression Analysis 29 5.3.2 Mediation Analysis 29 Chapter 6 - General Discussion 31 6.1 Findings 31 6.2 Theoretical Implications 31 6.3 Managerial Implications 32 6.4 Limitations and Future Research 32 References 34 Appendix 40 zh_TW dc.format.extent 14622268 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111363010 en_US dc.subject (關鍵詞) 藝術行銷 zh_TW dc.subject (關鍵詞) 社交媒體互動 zh_TW dc.subject (關鍵詞) 情感體驗 zh_TW dc.subject (關鍵詞) Instagram zh_TW dc.subject (關鍵詞) Arts Marketing en_US dc.subject (關鍵詞) Social Media Engagement en_US dc.subject (關鍵詞) Emotional Experience en_US dc.subject (關鍵詞) Instagram en_US dc.title (題名) 藝術行銷:如何在Instagram上增加社交媒體互動 zh_TW dc.title (題名) Arts Marketing: How to Increase Social Media Engagement on Instagram en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268-287. Björk, P. (2010). Atmospherics on tour operators’ websites: Website features that stimulate emotional response. Journal of Vacation Marketing, 16(4), 283-296. 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. Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046-1063. Chaparro-Peláez, J., Hernández-García, Á., & Urueña-López, A. (2015). The role of emotions and trust in service recovery in business-to-consumer electronic commerce. Journal of Theoretical and Applied Electronic Commerce Research, 10(2), 77-90. Chava Krivchenia, 2020, All About The Primary and Secondary Art Markets. Retrieved June 5, 2024, from https://art-mine.com/collectors-corner/2020/07/all-about-the-primary- and-secondary-art-markets/ Che, J.W., Cheung, C.M. and Thadani, D.R. (2017), Consumer purchase decision in Instagram stores: the role of consumer trust, Proceedings of the 50th Hawaii International Conference on System Sciences. Chen, H. (2018). College-aged young consumers' perceptions of social media marketing: The story of Instagram. Journal of Current Issues & Research in Advertising, 39(1), 22-36. Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40. de Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48(6), 1211-1228. Digital Ready, 2024, Introduction to Instagram. Retrieved April 18, from https://digitalready.tas.gov.au/resources/all-about-instagram/ 34 Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: A framework for engaging customers through social media content. European Journal of Marketing, 53(10), 2213-2243. Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management, 32(13-14), 1230-1259. Escalas, J. E. (2004). Imagine yourself in the product. Mental simulation, narrative transportation, and persuasion. Journal of Advertising, 33(2), 37–48. Fabris, G. (2003). Il nuovo consumatore: verso il postmoderno (Vol. 39). Franco Angeli. Firman, A., Ilyas, G. B., Reza, H. K., Lestari, S. D., & Putra, A. H. P. K. (2021). The mediating role of customer trust on the relationships of celebrity endorsement and e-WOM to Instagram Purchase intention. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(1), 107-126. Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5-25. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What Motivates Consumers to Articulate Themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38-52. Ho, R. T., Potash, J. S., Fang, F., & Rollins, J. (2015). Art viewing directives in hospital settings effect on mood. HERD: Health Environments Research & Design Journal, 8(3), 30-43. Hong, J., Yang, J., Wooldridge, B. R., & Bhappu, A. D. (2022). 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