- 學位論文
主題標籤式社群行銷促進品牌與消費者互動之探討
The exploratory study of how using hashtag as social marketing can faciliate the interaction between brands and their consumers
摘要
社群媒體不僅是娛樂傳播工具，也是商業行銷策略重要組成部分，在社群媒體中主題標 籤的出現已經成為一種文化趨勢。鑑於越來越多的公司嘗試在社群媒體上使用主題標籤來提 供產品資訊並與消費者溝通。特別是透過使用者自願參與，主題標籤如何間接提供使用者消 費產品的視角。因此本研究著重於常用圖片與影像的社群媒體(Instagram 與 YouTube)中主題 標籤的使用動機做為社會參與行銷活動的媒介。本研究分為二部分，第一部分研究的目的是 （1）調查社群媒體主題標籤的使用動機，（2）探討每一種使用動機如何影響消費者的社交參 與，（3）找出消費者社交參與如何發現或增進品牌潛在消費者。為此，首先本研究找了 20 位 對主題標籤有概念同時也有在使用 Instagram 與 YouTube 者進行訪談，以了解使用主題標籤 的動機。受訪者年齡於 25 至 40 歲的社群媒體使用者進行了第一階段深度訪談。在 20 位訪談 者中有 13 位會主動使用主題標籤發佈貼文或分享，接著對這 13 位進行第二階段深度訪談。 首先，歸納了四種主題標籤的使用動機，分別是興趣分享、互動性、便利性、趣味性；其次， 主題標籤的使用動機會影響消費者社交參與；最後，品牌行銷活動內容和產品本身特性與品 牌潛在消費者使用主題標籤的動機有所關聯。 第二部分研究旨在分析企業如何於社群媒體中使用主題標籤，作為一種新型行銷策略， 本研究使用麥香和生活飲料兩家品牌為案例，觀察 Instagram 和 YouTube 點讚、追蹤者人數、 內容豐富性、消費者互動以及溝通語言比較和分析，從中了解這兩家公司如何與消費者進行 線上與線下互動，並將社群媒體作為網路行銷（SNM）策略工具。研究發現，生活飲料於社 群媒體，使用主題標籤的問題在於創建主題標籤時，只用於公告資訊，或是使用心情標語作 為主題標籤，因為內容缺乏吸引力，所以無法引起目標客群共鳴，以致於使用主題標籤效果 不佳。相反的，麥香在社群媒體上使用主題標籤特別活耀，於 Instagram 社群媒體中，麥香使 用高中生常討論的話題，以及朋友類型分析，找出能引起目標客群的共鳴點，作為創意發想， 創造多種與品牌名稱相關的主題標籤進行推廣；接著，與各領域的網紅合作進行行銷活動， 也會不定時使用限時動態進行投票或者與使用者進行線上小遊戲，並藉此讓使用者獲取產品 折扣序號，以優惠吸引目標客群的注意。現今因社群媒體的普遍，UGC 使用的方式也跟著發 生轉變，目前主題標籤為其中一種 UGC 的表現形式，透過主題標籤串連的特性，可以連結消 費者形成社交參與是過去比較少見的，主題標籤在 UGC 中對消費者而言，除了可能提供訊息 或娛樂之外，還可以讓創作者得到成就感，以前 UGC 的形式較傾向於個人，現在因主題標籤 的連結性，可以讓更多使用者發現和關注形成雙向互動。另外於 YouTube 社群媒體中，品牌 推廣都有普遍不佳的問題，因為在 YouTube 中，使用者都想以放鬆、愉快或享受的心情觀看 影片，並不會單純只為了觀看廣告接收品牌產品資訊；YouTube 近年來也有廣告過多間接影 響到使用者觀看影片的心情等問題，品牌與網紅合作並搭配主題標籤的使用，反而較能得到 使用者之間認同與接受。本研究主要是探索性研究，從兩家公司在社群媒體上如何運用主題 標籤進行歸納整理，並比較兩者差異，從中發現一些運用主題標籤的準則、方式與行銷策略 考量。
並列摘要
Social media is not only an entertainment communication tool, but also an important part of business marketing strategy. The emergence of hashtags in social media has become a cultural trend. Given that more and more companies are trying to use hashtags on social media to provide product information and communicate with consumers. Especially through voluntary user participation, hashtags provide perspective on how consumers consume their products. Therefore, this study focuses on the motives for using hashtags in social media (Instagram and YouTube) that commonly use pictures and videos as a medium for social engagement marketing activities. This study is divided into two parts. The purpose of the first part of the study is to (1) investigate the motives for using social media hashtags, (2) explore how each motive affects consumers’ social engagement, (3) find out the social Participate in how to identify or grow brand potential consumers. For this, first of all, this research asked 20 people who have the concept of hashtags and are also using Instagram and YouTube to conduct interviews to understand the motivation of using hashtags. Respondents are social media users aged 25 to 40 who conducted the first phase of the online survey. Among the 20 interviewers, 13 will actively use hashtags to post or share, and then conduct the second stage of in depth interviews with these 13. First, five motivations for using hashtags are summarized, which are interest sharing, community interaction, ease of use, fun, and satisfaction; secondly, motivations for using hashtags will affect consumers’ social participation; finally, brand marketing The content of the campaign and the characteristics of the product itself will have a positive impact on the potential consumers of the brand to participate in the use of hashtags. The second part of the study aims to analyze how companies use hashtags in social media. As a new marketing strategy, this study uses two companies, Mine shine and Nulife, as cases to observe the number of likes and followers and content of Instagram and YouTube. Richness, interaction with consumers, and communication language comparison and analysis to understand how the two case companies interact with their consumers online and offline, and use social media as a strategic tool for Internet Marketing (SNM). The research found that the problem of Nulife using hashtags on social media is that when creating hashtags, they only convey a single message, or use emotional slogans as hashtags only because of popularity, because the content is not attractive, so it cannot attract the interest of the target audience. Resonate so much that using hashtags doesn't work well. On the contrary, Mine shine use of hashtags on social media is particularly lively. In Instagram social media, Mine shine first analyzed the topics frequently discussed by high school students and the types of friends to find out what could attract the target audience. The resonant point is used as a creative idea, creating a variety of hashtags related to the brand name for promotion; then, cooperating with Internet celebrities in various fields for marketing activities, and will also use time-limited dynamics from time to time to vote or play mini games to get discounts Serial numbers and discounts attract the attention of target customers. Nowadays, due to the popularity of social media, the way UGC is used has also changed. Currently, hashtags are one of the manifestations of UGC. It is relatively rare in the past to link consumers to form social participation through the characteristics of hashtags. For consumers in UGC, tags can not only provide information or entertainment, but also give creators a sense of accomplishment. In the past, the form of UGC was more personal, but now because of the linkability of topic tags, more users can use it. The discovery and attention of readers form a two-way interaction. In addition, there are generally poor brand promotions in YouTube social media, because on YouTube, users want to watch videos in a relaxed, therapeutic and enjoyable mood, and they don't just receive brand products just for watching advertisements Information: In recent years, YouTube has also had problems such as too many advertisements that indirectly affect the mood of users watching videos. If brands cooperate with Internet celebrities and match them with hashtags, they will be more recognized and accepted by users. This research is mainly an exploratory research. It summarizes how the selected two case companies use hashtags on social media, and compares the differences between the two, and finds some guidelines, methods and marketing strategy considerations for using hashtag.