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題名 藉內省意見領袖優化社群媒體B2C2C 網路口碑行銷影響力
Optimizing B2C2C eWOM Likelihood in Social Media through the Introvert Leaders
作者 黃志騰
Huang, Chih Teng
貢獻者 苑守慈
Yuan, Soe Tysr
黃志騰
Huang, Chih Teng
關鍵詞 社群媒體上的口碑行銷
顧客參與
內省意見領袖
品牌價值共創與整合行銷
Word of Mouth on Social media
Customer Engagement
Introvert Leader
Co-branding integrated marketing
日期 2015
上傳時間 17-Aug-2015 14:07:49 (UTC+8)
摘要 在社群網路發展蓬勃的時代，各企業都要求行銷人員尋求在社群網路曝光最大化的方法。企業也渴望透過培養忠實顧客得到穩定的顧客關係;換句話說，企業無意識地在顧客參與度的方面進行著墨。除此之外，企業習慣於藉著整合(聯合)性行銷來增加企業曝光度以及減少行銷成本；但僅止於與利益關係夥伴的行銷而喪失了更進一步培養顧客關係的機會。在我們的研究中，我們發展了原創性的概念性架構去幫助企業完成三項目標：優化口碑行銷之可能性、發展顧客參與度、以及加強與合作夥伴整合性行銷的效益。本研究設計了顧客參與平台，提供企業以協助企業管理粉絲專頁、發展顧客參與度以及挑選適合的合作夥伴以進行整合性行銷。我們研究發現，內省意見領袖之顧客參與度與文章型態以及內容有顯著關係，他們較容易受到知識性文章內容所吸引；而一般Facebook使用者也容易因朋友分享文章而有更高度閱讀的意願。我們也藉由這些發現針對兩間企業進行聯合行銷的個案研討，成功提高其B2C2C在Facebook上的口碑行銷廣度和顧客參與深度。
In view of the explosive growth of social network, businesses want their marketers to find ways to be more ad exposure. Furthermore, businesses desire to get loyal customer for sustainable customer relationship; in other words, businesses are interested in developing customer engagement, even if they do not realize that they are so. Besides, businesses used to increase their brand exposure and decrease marketing cost through integrated marketing, but merely cooperating with stakeholders lost opportunity to further cultivate customer relations. In this study, we develop an original conceptual framework to assist business to complete three objectives: locally optimizing eWOM likelihood, developing customer engagement, and enhancing effectiveness of integrated marketing with cooperation stakeholder. We design an engagement site to help businesses choose their cooperation stakeholders, manage their fan page and further engage their customers on their fan page through our services provided on engagement site. Our finding includes the insights of the significant engagement degree between the informative content article and introvert leaders, the introvert leader to arouse their friends’ interest by the article, the method to enhance B2C2C eWOM through the introvert leaders and the practices of cooperating campaign between two businesses on Facebook.
參考文獻 [1] Abrantes, J. L., Seabra, C., Lages, C. R., & Jayawardhena, C. (2013). Drivers of in-group and out-of-group electronic word-of-mouth (eWOM). European Journal of Marketing, 47(7), 1067-1088.
[2] Alan, R. H., March, S. T., Park, J., & Ram, S. (2004). Design science in information systems research. MIS quarterly, 28(1), 75-105.
[3] Bengtsson, M., & Kock, S. (1999). Cooperation and competition in relationships between competitors in business networks. Journal of Business & Industrial Marketing, 14(3), 178-194.
[4] Besharat, A., & Langan, R. (2014). Towards the formation of consensus in the domain of co-branding: Current findings and future priorities. Journal of Brand Management, 21(2), 112-132.
[5] Blau, Peter M. (2004), Exchange & Power in Social Life. New York: John Wiley.
[6] Bowden, J. L. H. (2009). The process of customer engagement: a conceptual framework. The Journal of Marketing Theory and Practice, 17(1), 63-74.
[7] Bradley, J. H., & Hebert, F. J. (1997). The effect of personality type on team performance. Journal of Management Development, 16(5), 337-353.
[8] Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 1094670511411703.
[9] Chou, Szu-Yu, and Soe-Tsyr Daphne Yuan (2014), “How New Media Affect Customer Engagement Behavior in Service Ecosystems,” Summer Marketing Educators’ Conference (AMA Summer `14), San Francisco, CA, USA
[10] Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861.
[11] De Valck, K., Van Bruggen, G. H., & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47(3), 185-203.
[12] El Sawy, O. A., & Francis, P. (2013). Business modelling in the dynamic digital space.
[13] Foa, U. G. (1971). Interpersonal and economic resources. Science, 171(3969), 345-351.
[14] Friedkin, N. E., & Johnsen, E. C. (1990). Social influence and opinions. Journal of Mathematical Sociology, 15(3-4), 193-206.
[15] Godes, D., & Mayzlin, D. (2009). Business-created word-of-mouth communication: Evidence from a field test. Marketing Science, 28(4), 721-739.
[16] Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review,35(9), 857-877.
[17] Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business horizons, 54(3), 265-273.
[18] Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311-330.
[19] Hirsh, S. K., & Kummerow, J. M. (1987). Introduction to type in organizational settings. Consulting Psychologists Press.
[20] I. S. Dhillon, Y. Guan, and Y. Guan. Kernel kmeans, spectral clustering and normalized cuts. In ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, 2004.
[21] Judd, R. L., Judd, K. W., & Wohadlo, L. R. (2012). U.S. Patent Application 13/599,384.
[22] Kotler, P., & Armstrong, G. (2013). Principles of Marketing 15th Global Edition. Pearson.
[23] Lawler, Edward J. (2006), ‘‘The Affect Theory of Social Exchange,’’in Contemporary Social Psychology Theories, Burke, Peter J., ed. Stanford, CA: Stanford University Press, 244-267.
[24] Leuthesser, Lance, Chiranjeev Kohli, and Rajneesh Suri. "2+ 2= 5? A framework for using co-branding to leverage a brand." The Journal of Brand Management 11.1 (2003): 35-47.
[25] Mocker, M., Weill, P., & Woerner, S. L. (2014). Revisiting Complexity in the Digital Age. Image.
[26] Mayfield III, T. D. (2011). A commander`s strategy for social media. ARMY EUROPE AND SEVENTH ARMY APO NEW YORK 09403.
[27] Muniz Jr, A. M., & O’guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.
[28] Selsky, J. W., Goes, J., & Babüroğlu, O. N. (2007). Contrasting perspectives of strategy making: applications in ‘hyper’environments. Organization Studies, 28(1), 71-94.
[29] Shafiq, M. Z., Ilyas, M. U., Liu, A. X., & Radha, H. (2013). Identifying Leaders and Followers in Online Social Networks. Selected Areas in Communications, IEEE Journal on, 31(9), 618-628.
[30] Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.
[31] Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of marketing Science, 36(1), 1-10.
[32] Verleye, K., Gemmel, P., & Rangarajan, D. (2013). Managing engagement behaviors in a network of customers and stakeholders evidence from the nursing home sector. Journal of Service Research, 1094670513494015.
[33] Visser, E. J., & Lanzendorf, M. (2004). Mobility and accessibility effects of B2C e‐commerce: a literature review. Tijdschrift voor Economische en Sociale Geografie, 95(2), 189-205.
[34] Weltevreden, J. W., & Rotem-Mindali, T. O. (2008, March). Mobility effects of b2c and c2c e-commerce: A literature review and assessment. In third international specialist meeting on ICT, Everyday life and urban change (pp. 16-19).
[35] Web Liquid (2011), Facebook Reach Analysis: Does Post Engagement Create Reach?, www.eMarkerter.com
描述 碩士
國立政治大學
資訊管理研究所
102356022
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102356022
資料類型 thesis
dc.contributor.advisor 苑守慈zh_TW
dc.contributor.advisor Yuan, Soe Tysren_US
dc.contributor.author (Authors) 黃志騰zh_TW
dc.contributor.author (Authors) Huang, Chih Tengen_US
dc.creator (作者) 黃志騰zh_TW
dc.creator (作者) Huang, Chih Tengen_US
dc.date (日期) 2015en_US
dc.date.accessioned 17-Aug-2015 14:07:49 (UTC+8)-
dc.date.available 17-Aug-2015 14:07:49 (UTC+8)-
dc.date.issued (上傳時間) 17-Aug-2015 14:07:49 (UTC+8)-
dc.identifier (Other Identifiers) G0102356022en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/77554-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 102356022zh_TW
dc.description.abstract (摘要) 在社群網路發展蓬勃的時代，各企業都要求行銷人員尋求在社群網路曝光最大化的方法。企業也渴望透過培養忠實顧客得到穩定的顧客關係;換句話說，企業無意識地在顧客參與度的方面進行著墨。除此之外，企業習慣於藉著整合(聯合)性行銷來增加企業曝光度以及減少行銷成本；但僅止於與利益關係夥伴的行銷而喪失了更進一步培養顧客關係的機會。在我們的研究中，我們發展了原創性的概念性架構去幫助企業完成三項目標：優化口碑行銷之可能性、發展顧客參與度、以及加強與合作夥伴整合性行銷的效益。本研究設計了顧客參與平台，提供企業以協助企業管理粉絲專頁、發展顧客參與度以及挑選適合的合作夥伴以進行整合性行銷。我們研究發現，內省意見領袖之顧客參與度與文章型態以及內容有顯著關係，他們較容易受到知識性文章內容所吸引；而一般Facebook使用者也容易因朋友分享文章而有更高度閱讀的意願。我們也藉由這些發現針對兩間企業進行聯合行銷的個案研討，成功提高其B2C2C在Facebook上的口碑行銷廣度和顧客參與深度。zh_TW
dc.description.abstract (摘要) In view of the explosive growth of social network, businesses want their marketers to find ways to be more ad exposure. Furthermore, businesses desire to get loyal customer for sustainable customer relationship; in other words, businesses are interested in developing customer engagement, even if they do not realize that they are so. Besides, businesses used to increase their brand exposure and decrease marketing cost through integrated marketing, but merely cooperating with stakeholders lost opportunity to further cultivate customer relations. In this study, we develop an original conceptual framework to assist business to complete three objectives: locally optimizing eWOM likelihood, developing customer engagement, and enhancing effectiveness of integrated marketing with cooperation stakeholder. We design an engagement site to help businesses choose their cooperation stakeholders, manage their fan page and further engage their customers on their fan page through our services provided on engagement site. Our finding includes the insights of the significant engagement degree between the informative content article and introvert leaders, the introvert leader to arouse their friends’ interest by the article, the method to enhance B2C2C eWOM through the introvert leaders and the practices of cooperating campaign between two businesses on Facebook.en_US
dc.description.tableofcontents CHAPTER 1 INTRODUCTION 10
1.1 Background and Motivation 10
1.2 Research Question 11
1.3 Research Method 13
1.4 Purpose and Contribution 15
1.5 Content Organization 16
CHAPTER 2 LITERATURE REVIEW 18
2.1 eWOM 19
2.2 Customer Engagement Behavior 20
2.3 Introvert leader 24
2.4 Stakeholder co-branding marketing 26
CHAPTER 3 MOTIVITATION APPLICATION 27
3.1 The Conceptual Framework of iEngagement 27
3.1.1 Situation – Organization and Eco-stakeholders 27
3.1.2 Organism – E-empowerment 28
3.1.3 Behavior – E-empowerment CEB 29
3.1.4 Consequence - Value conversion 30
3.2 The System Architecture of iEngagement 32
3.3 System Scenario 34
CHAPTER 4 METHODOLOGY 36
4.1 Conceptual Framework 36
4.2 System Architecture 40
4.2.1 Post Measuring Module 43
4.2.2 Introvert Leader Measuring Module 43
CHAPTER 5 APPLICATION SCENARIO 47
5.1 An overview of system context 47
5.2 The system journey of the application 48
5.3 Detailed Views of the iEngagement System Experience 50
CHAPTER 6 EVALUATION 58
6.1 Propositions 58
6.2 Assumptions 60
6.3 Experiments Design Details 60
6.3.1 Data Collection Procedure Design 60
6.3.2 Design principles and details of questionnaire and case study 62
6.4 Evaluation Results 74
6.5 Discussion and Additional Data 83
CHAPTER 7 CONCLUSION 89
7.1 Contributions 89
7.2 Managerial Implications 91
7.3 Limitation and Future Works 91
APPENDIX A 93
APPENDIX B 96
APPENDIX C 105
APPENDIX D 106
REFERENCE 107		zh_TW
dc.format.extent 5534519 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102356022en_US
dc.subject (關鍵詞) 社群媒體上的口碑行銷zh_TW
dc.subject (關鍵詞) 顧客參與zh_TW
dc.subject (關鍵詞) 內省意見領袖zh_TW
dc.subject (關鍵詞) 品牌價值共創與整合行銷zh_TW
dc.subject (關鍵詞) Word of Mouth on Social mediaen_US
dc.subject (關鍵詞) Customer Engagementen_US
dc.subject (關鍵詞) Introvert Leaderen_US
dc.subject (關鍵詞) Co-branding integrated marketingen_US
dc.title (題名) 藉內省意見領袖優化社群媒體B2C2C 網路口碑行銷影響力zh_TW
dc.title (題名) Optimizing B2C2C eWOM Likelihood in Social Media through the Introvert Leadersen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) [1] Abrantes, J. L., Seabra, C., Lages, C. R., & Jayawardhena, C. (2013). Drivers of in-group and out-of-group electronic word-of-mouth (eWOM). European Journal of Marketing, 47(7), 1067-1088.
[2] Alan, R. H., March, S. T., Park, J., & Ram, S. (2004). Design science in information systems research. MIS quarterly, 28(1), 75-105.
[3] Bengtsson, M., & Kock, S. (1999). Cooperation and competition in relationships between competitors in business networks. Journal of Business & Industrial Marketing, 14(3), 178-194.
[4] Besharat, A., & Langan, R. (2014). Towards the formation of consensus in the domain of co-branding: Current findings and future priorities. Journal of Brand Management, 21(2), 112-132.
[5] Blau, Peter M. (2004), Exchange & Power in Social Life. New York: John Wiley.
[6] Bowden, J. L. H. (2009). The process of customer engagement: a conceptual framework. The Journal of Marketing Theory and Practice, 17(1), 63-74.
[7] Bradley, J. H., & Hebert, F. J. (1997). The effect of personality type on team performance. Journal of Management Development, 16(5), 337-353.
[8] Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 1094670511411703.
[9] Chou, Szu-Yu, and Soe-Tsyr Daphne Yuan (2014), “How New Media Affect Customer Engagement Behavior in Service Ecosystems,” Summer Marketing Educators’ Conference (AMA Summer `14), San Francisco, CA, USA
[10] Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861.
[11] De Valck, K., Van Bruggen, G. H., & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47(3), 185-203.
[12] El Sawy, O. A., & Francis, P. (2013). Business modelling in the dynamic digital space.
[13] Foa, U. G. (1971). Interpersonal and economic resources. Science, 171(3969), 345-351.
[14] Friedkin, N. E., & Johnsen, E. C. (1990). Social influence and opinions. Journal of Mathematical Sociology, 15(3-4), 193-206.
[15] Godes, D., & Mayzlin, D. (2009). Business-created word-of-mouth communication: Evidence from a field test. Marketing Science, 28(4), 721-739.
[16] Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review,35(9), 857-877.
[17] Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business horizons, 54(3), 265-273.
[18] Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311-330.
[19] Hirsh, S. K., & Kummerow, J. M. (1987). Introduction to type in organizational settings. Consulting Psychologists Press.
[20] I. S. Dhillon, Y. Guan, and Y. Guan. Kernel kmeans, spectral clustering and normalized cuts. In ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, 2004.
[21] Judd, R. L., Judd, K. W., & Wohadlo, L. R. (2012). U.S. Patent Application 13/599,384.
[22] Kotler, P., & Armstrong, G. (2013). Principles of Marketing 15th Global Edition. Pearson.
[23] Lawler, Edward J. (2006), ‘‘The Affect Theory of Social Exchange,’’in Contemporary Social Psychology Theories, Burke, Peter J., ed. Stanford, CA: Stanford University Press, 244-267.
[24] Leuthesser, Lance, Chiranjeev Kohli, and Rajneesh Suri. "2+ 2= 5? A framework for using co-branding to leverage a brand." The Journal of Brand Management 11.1 (2003): 35-47.
[25] Mocker, M., Weill, P., & Woerner, S. L. (2014). Revisiting Complexity in the Digital Age. Image.
[26] Mayfield III, T. D. (2011). A commander`s strategy for social media. ARMY EUROPE AND SEVENTH ARMY APO NEW YORK 09403.
[27] Muniz Jr, A. M., & O’guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.
[28] Selsky, J. W., Goes, J., & Babüroğlu, O. N. (2007). Contrasting perspectives of strategy making: applications in ‘hyper’environments. Organization Studies, 28(1), 71-94.
[29] Shafiq, M. Z., Ilyas, M. U., Liu, A. X., & Radha, H. (2013). Identifying Leaders and Followers in Online Social Networks. Selected Areas in Communications, IEEE Journal on, 31(9), 618-628.
[30] Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.
[31] Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of marketing Science, 36(1), 1-10.
[32] Verleye, K., Gemmel, P., & Rangarajan, D. (2013). Managing engagement behaviors in a network of customers and stakeholders evidence from the nursing home sector. Journal of Service Research, 1094670513494015.
[33] Visser, E. J., & Lanzendorf, M. (2004). Mobility and accessibility effects of B2C e‐commerce: a literature review. Tijdschrift voor Economische en Sociale Geografie, 95(2), 189-205.
[34] Weltevreden, J. W., & Rotem-Mindali, T. O. (2008, March). Mobility effects of b2c and c2c e-commerce: A literature review and assessment. In third international specialist meeting on ICT, Everyday life and urban change (pp. 16-19).
[35] Web Liquid (2011), Facebook Reach Analysis: Does Post Engagement Create Reach?, www.eMarkerter.com		zh_TW