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題名 道德企業的臉書粉絲團：社群對話與意義行銷
Facebook Followers of Ethical Companies: Community Conversations and Meaningful Marketing
作者 丁莉安
Busch, Cara Elizabeth
貢獻者 王淑美
Wang, Sumei
丁莉安
Busch, Cara Elizabeth
關鍵詞 民族志
道德消費
臉書
公平貿易
行銷
社交媒體
digital ethnography
ethical consumption
Facebook
Fair Trade
marketing
social media
日期 2014
上傳時間 1-Jun-2015 13:24:24 (UTC+8)
摘要 道德企業的臉書粉絲團：社群對話與意義行銷
Fair Trade is for more than just coffee: Oliberté and prAna sell clothing, shoes, and accessories. Corporate social responsibility now takes the shape of business models. For each item sold, TOMS and Warby Parker give an item to someone in need. The present study takes a closer look at what is happening on these four brands’ Facebook pages with the focus on user-generated contributions. Observation of those pages during the 2014 American holiday shopping season identifies what people are posting. Depth interviews with active Facebook followers provide insight as to why people are posting about these companies and how they came to be brand advocates. The results indicate that though there are plenty of discussions about products, Facebook brand pages are not merely advertising channels. They are tools that the greater ethical consumption community uses to strengthen and expand its values-based groups of followers. People also choose Facebook over face-to-face conversation to start tough conversations about consumer and political issues within their own networks because it is easier to present controversial ideas. The informants, regardless of voting frequency, reported being skeptical of government and large organizations. Yet, they have faith in capitalism’s ability to carry out good around the world, and they are an active audience for meaningful marketing. Finally, informants reported hating shopping. Yet, they invested time checking corporate websites, reading literature written by a brand’s founder, and sharing information about companies on Facebook. Websites and social media are essential to the shopping process today because they are spaces where consumers learn about and share brand stories.
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8) Baszanger, I., & Dodier, N. (1997). Ethnography: relating the part to the whole. Qualitative research: Theory, method and practice, 2, 9-34.

9) Bauman, Z. (2013). Consuming Life [Kindle version]. Retrieved from amazon.com database

10) Beaulieu, A. (2004). Mediating ethnography: objectivity and the making of ethnographies of the internet. Social Epistemology, 18(2-3), 139-163.

11) Belk, R. W. (2005). Studies in the New Consumer Behavior. In D. Miller (Ed.), Acknowledging Consumption [Kindle version] (pp. 53-94). New York, USA: Routledge.

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描述 碩士
國立政治大學
International spread of English Master Program (IMICS)
102461012
103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102461012
資料類型 thesis
dc.contributor.advisor 王淑美zh_TW
dc.contributor.advisor Wang, Sumeien_US
dc.contributor.author (Authors) 丁莉安zh_TW
dc.contributor.author (Authors) Busch, Cara Elizabethen_US
dc.creator (作者) 丁莉安zh_TW
dc.creator (作者) Busch, Cara Elizabethen_US
dc.date (日期) 2014en_US
dc.date.accessioned 1-Jun-2015 13:24:24 (UTC+8)-
dc.date.available 1-Jun-2015 13:24:24 (UTC+8)-
dc.date.issued (上傳時間) 1-Jun-2015 13:24:24 (UTC+8)-
dc.identifier (Other Identifiers) G0102461012en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/75469-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) International spread of English Master Program (IMICS)zh_TW
dc.description (描述) 102461012zh_TW
dc.description (描述) 103zh_TW
dc.description.abstract (摘要) 道德企業的臉書粉絲團：社群對話與意義行銷zh_TW
dc.description.abstract (摘要) Fair Trade is for more than just coffee: Oliberté and prAna sell clothing, shoes, and accessories. Corporate social responsibility now takes the shape of business models. For each item sold, TOMS and Warby Parker give an item to someone in need. The present study takes a closer look at what is happening on these four brands’ Facebook pages with the focus on user-generated contributions. Observation of those pages during the 2014 American holiday shopping season identifies what people are posting. Depth interviews with active Facebook followers provide insight as to why people are posting about these companies and how they came to be brand advocates. The results indicate that though there are plenty of discussions about products, Facebook brand pages are not merely advertising channels. They are tools that the greater ethical consumption community uses to strengthen and expand its values-based groups of followers. People also choose Facebook over face-to-face conversation to start tough conversations about consumer and political issues within their own networks because it is easier to present controversial ideas. The informants, regardless of voting frequency, reported being skeptical of government and large organizations. Yet, they have faith in capitalism’s ability to carry out good around the world, and they are an active audience for meaningful marketing. Finally, informants reported hating shopping. Yet, they invested time checking corporate websites, reading literature written by a brand’s founder, and sharing information about companies on Facebook. Websites and social media are essential to the shopping process today because they are spaces where consumers learn about and share brand stories.en_US
dc.description.tableofcontents ABSTRACT . . . i
ACKNOWLEDGEMENTS . . . ii
LIST OF TABLES . . . v
LIST OF FIGURES . . . vi
CHAPTER ONE: INTRODUCTION . . . 1
1.1 Inspiration and Interest . . . 1
1.2 Background of Companies . . . 4
CHAPTER TWO: LITERATURE REVIEW . . . 6
2.1 Corporate Social Responsibility . . . 6
2.2 Ethical Consumption . . . 8
2.3 Cause-Related Marketing . . . 10
2.4 Consumer Identity . . . 13
2.5 Marketing: Mass Media versus Social Media . . . 17
2.6 Social Media Marketing . . . 20
CHAPTER THREE: RESEARCH QUESTIONS AND METHODS . . . 23
3.1 Research Questions . . . 23
3.2 Methodology . . . 24
CHAPTER FOUR: SETTING THE ON-SCREEN SCENE . . . 29
4.1 Basics of the Four Brand Pages . . . 29
4.2 Five Categories of Ethical Brands’ Facebook Posts . . . 35
CHAPTER FIVE: CONSUMER CONSIDERATION AND CITIZEN EVALUATION . . . 46
5.1 Being Citizen Consumers: Quality versus Ethics . . . 46
CHAPTER SIX: CAUSE-RELATED MARKETING ON FACEBOOK . . . 66
6.1 User-Generated Content: Sharing Selfies and Support . . . 66
6.2 Being Heard by Some but Not Always Acknowledged . . . 78
CHAPTER SEVEN: COMMUNITIES BEYOND SHOPPING . . . 86
7.1 Communities of Values and Concerns . . . 86
7.2 Citizens of Earth: Global Mindsets and World Religions . . . 96
CHAPTER EIGHT: DISCUSSION . . . 107
8.1 Conclusion . . . 107
8.2 Practical Applications . . . 110
8.3 Future Research . . . 112
BIBLIOGRAPHY . . . 115
APPENDICES . . . 124
Appendix A: Additional Informant Information . . . 124
Appendix B: Consent Form . . . 125
Appendix C: List of Interview Questions . . . 127
Appendix D: Transcript Excerpt . . . 129		zh_TW
dc.format.extent 29263784 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102461012en_US
dc.subject (關鍵詞) 民族志zh_TW
dc.subject (關鍵詞) 道德消費zh_TW
dc.subject (關鍵詞) 臉書zh_TW
dc.subject (關鍵詞) 公平貿易zh_TW
dc.subject (關鍵詞) 行銷zh_TW
dc.subject (關鍵詞) 社交媒體zh_TW
dc.subject (關鍵詞) digital ethnographyen_US
dc.subject (關鍵詞) ethical consumptionen_US
dc.subject (關鍵詞) Facebooken_US
dc.subject (關鍵詞) Fair Tradeen_US
dc.subject (關鍵詞) marketingen_US
dc.subject (關鍵詞) social mediaen_US
dc.title (題名) 道德企業的臉書粉絲團：社群對話與意義行銷zh_TW
dc.title (題名) Facebook Followers of Ethical Companies: Community Conversations and Meaningful Marketingen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 1) About TOMS®. Retrieved 13 November 2014, from http://www.toms.com/about-toms - companyInfo

2) Aguinis, H., & Glavas, A. (2012). What we know and don’t know about corporate social responsibility a review and research agenda. Journal of Management, 38(4), 932-968.

3) Anderson, J. (2012). Main Findings: Corporate responsibility: Which road will be taken? Pew Research Internet Project, 1-22.

4) Ardévol, E. (2012). Virtual/Visual Ethnography: Methodological Crossroads at the Intersection of Visual and Internet Research. In S. Pink (Ed.), Advances in Visual Methodology (pp. 74-93). London: Sage.

5) Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31(4), 868-882.

6) Barnett, C., Cloke, P., Clarke, N., & Malpass, A. (2011). Globalizing Responsibility: The Political Rationalities of Ethical Consumption [Kindle edition]. Retrieved from amazon.com database

7) Barwise, P., & Farley, J. U. (2005). The state of interactive marketing in seven countries: interactive marketing comes of age. Journal of Interactive Marketing, 19(3), 67-80.

8) Baszanger, I., & Dodier, N. (1997). Ethnography: relating the part to the whole. Qualitative research: Theory, method and practice, 2, 9-34.

9) Bauman, Z. (2013). Consuming Life [Kindle version]. Retrieved from amazon.com database

10) Beaulieu, A. (2004). Mediating ethnography: objectivity and the making of ethnographies of the internet. Social Epistemology, 18(2-3), 139-163.

11) Belk, R. W. (2005). Studies in the New Consumer Behavior. In D. Miller (Ed.), Acknowledging Consumption [Kindle version] (pp. 53-94). New York, USA: Routledge.

12) Bhattacharjee, A., Berger, J., & Menon, G. (2014). When identity marketing backfires: consumer agency in identity expression. Journal of Consumer Research, 41(2), 294-309.

13) Biddle, S. (2015). Brands Are Not Your Friends. Retrieved from http://gawker.com/brands-are-not-your-friend-1684232182

14) Blair, E., & Valdez Noel, K. (2014). Improving higher education practice through student evaluation systems: is the student voice being heard? Assessment & Evaluation in Higher Education, 39(7), 879-894.

15) Bray, J., Johns, N., & Kilburn, D. (2011). An exploratory study into the factors impeding ethical consumption. Journal of Business Ethics, 98(4), 597-608.

16) Bucic, T., Harris, J., & Arli, D. (2012). Ethical consumers among the Millennials: a cross-national study. Journal of Business Ethics, 110(1), 113-131.

17) Burris, E. R., Detert, J. R., & Romney, A. C. (2013). Speaking up vs. being heard: The disagreement around and outcomes of employee voice. Organization Science, 24(1), 22-38.

18) Cadbury, A. (2006). Corporate social responsibility Twenty-First Century Society (pp. 147-186).

19) Campbell, J. L. (2007). Why would corporations behave in socially responsible ways? An institutional theory of corporate social responsibility. Academy of management Review, 32(3), 946-967.

20) Castaldo, S., Perrini, F., Misani, N., & Tencati, A. (2009). The missing link between corporate social responsibility and consumer trust: The case of fair trade products. Journal of Business Ethics, 84(1), 1-15.

21) Chary, S. R. K. (2014). Social Media Marketing-The Paradigm Shift in International Marketing. IOSR Journal of Business and Management, 16(9), 11-13.

22) Chawak, S., & Dutta, D. (2014). Corporate Social Responsibility: Trends and Challenges. Abhinav-International Monthly Refereed Journal Of Research In Management & Technology (Online ISSN 2320-0073), 3(4), 32-39.

23) Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for consumer identity: limits to self-expression and the perils of lifestyle branding. Journal of Marketing, 75(3), 66-82.

24) Cooper, R., & Evans, M. (2006). Breaking from tradition: market research, consumer needs, and design futures. Design Management Review, 17(1), 68-74.

25) Crawford, K. (2009). Following you: Disciplines of listening in social media. Continuum: Journal of Media & Cultural Studies, 23(4), 525-535.

26) Dahlsrud, A. (2008). How corporate social responsibility is defined: an analysis of 37 definitions. Corporate social responsibility and environmental management, 15(1), 1-13.

27) De Pelsmacker, P., Driesen, L., & Rayp, G. (2005). Do consumers care about ethics? Willingness to pay for fair‐trade coffee. Journal of consumer affairs, 39(2), 363-385.

28) Donnelly, J. (2007). The Relative Universality of Human Rights. Human Rights Quarterly, 29(2), 281-306.

29) Du, S., Bhattacharya, C., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8-19.

30) Duggan, M. (2013a). Additional Analysis. Pew Research Internet Project, 1-11.

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