- 學位論文
社群媒體D2C(Direct To Consumer)之商店共鳴、抑或抗拒之品牌行銷策略:影響者、消費者速配嗎?
The Social Media D2C (Direct To Consumer) Brand Marketing Strategies of Store Resonance, or Resistance : Do Influencers and Consumers Match?
摘要
近年來，出現了D2C(Direct to Customer) 行銷模式，逐漸成為了品牌行銷趨勢，品牌逐漸將代言目標轉向社群媒體上具有影響力的人，透過品牌與影響者間的合作關係來吸引潛在顧客，強化品牌在社群媒體上的發展。因此，本研究結合SOR架構及平衡理論探討品牌、影響者與消費者間一致性對品牌之商店共鳴與抗拒程度的影響，以及在品牌與消費者自我一致性與消費者品牌熟悉度的調節作用下，消費者對影響者之貼文內容所產生的正、負面認知與情感對於最終所產生的品牌商店共鳴或抗拒之影響。 本研究以實驗法採2因子多變量變異數分析(2-Way MANOVA)，針對2品牌與影響者一致性(高、低)x8正、負面認知與情感；2品牌與影響者一致性(高、低)x2品牌與消費者自我一致性(高理想自我、低理想自我)以及2品牌與影響者一致性(高、低)x2消費者品牌熟悉度(新手、老手)，並完成302份有效問卷蒐集。 經實證分析結果，歸納出三大面向8個要點，提供企業行銷策略參考： 一、品牌推廣之影響者選擇：「運用品牌與影響者高一致性，提高消費者對影響者貼文內容的正面認知與情感」。 二、品牌與影響者之推廣貼文內容設計： 「運用使消費者提升正面認知與情感以及避免使消費者增加負面認知與情感之貼文設計」；「對高理想自我消費者進行推廣，貼文以物質、精神與社會性層面，以提升消費者正面認知與情感」、「對低理想自我消費者進行推廣，以吸引消費者並建立長期關係再進行推廣，提升消費者對正面認知與情感」；「對新手消費者進行品牌推廣，貼文內容以增加吸引力及教育意涵之貼文內容提高消費者閱讀意願，使正面認知與情感效果更好」、「對老手消費者進行品牌推廣，貼文內容以產生共鳴或高度相關專業的內容，使消費者對正面認知與情感的效果更好」。 三、強化商店共鳴與減少商店抗拒：「提升消費者正面認知與情感的貼文內容以提高態度忠誠、行為忠誠與社群參與」；「避免使消費者增加負面認知與情感的貼文內容以降低負面口碑及商店迴避的產生」。
並列摘要
In recent years, D2C (Direct to Customer) marketing has emerged in the consumption model, which has gradually become a brand marketing trend, and brands have gradually shifted their endorsement targets to influential people on social media, attracting potential customers through partnerships between brands and influencers, and strengthening the development of brands on social media. Therefore, this study combines the SOR architecture and balance theory to explore the influence of the consistency between the brand, the influencer and the consumer on the resonance and resistance of the brand's store, and the positive and negative cognition and emotion of the consumer's post content on the final resonance or resistance of the brand store under the adjustment effect of the self-consistency between the brand and the consumer and the familiarity of the consumer's brand. In this study, 2-factor multivariate variability analysis (2-Way MANOVA) was used experimentally to collect 302 valid questionnaires for 2 brands and influencers (high, low) x8 positive and negative cognitive and emotional views, 2 brands and influencers (high, low) x2 brands and consumers ( high ideal self, low ideal self) and 2 brands and influencers (high, low) x2 consumer brand familiarity (novices, experts). After empirical analysis, three major aspects of 9 key points are summarized, providing reference for enterprise marketing strategies: 1. Influencer Selection of Brand Promotion: "Use the high consistency between the brand and the influencer to improve consumers' positive perception and emotional perception of the content of the influencer's post". 2. Content design of promotional articles for brands and influencers: "Design of posts that use posts that enhance positive perceptions and emotions among consumers and that avoid increasing negative perceptions and emotions to consumers"; "Promote high-ideal self-consumers, post material, spiritual and social aspects to enhance consumers' positive cognition and emotions", "Promote low-ideal self-consumers to attract consumers and establish long-term relationships and then promote consumers' positive cognition and emotions";"Brand promotion for novice consumers, post content to increase attractiveness and educational significance of the post content to enhance consumers' willingness to read, so that the positive cognitive and emotional effect is better", "brand promotion for experts consumers, post content to generate resonance or highly relevant professional content, so that consumers have a better effect on positive cognition and emotion". 3. Strengthen store empathy and reduce store resistance: "Enhance consumers' positive cognition and emotions of article content to improve attitude loyalty, behavior loyalty and community participation"; "Avoid increasing negative perceptions and emotions among consumers in order to reduce negative word-of-mouth and store avoidance."