探索社群媒體行銷之品牌及社群效益：以知名品牌為例

Exploring the Benefits of Social Media Marketing on Brands and Communities: The Case of Famous Brands

江義平(I-Ping Chiang) ； 蔡坤宏(Kuen-Hung Tsai) ； 翁蕊(Ray Wong) ； 吳依柔(Yi-Jou Wu)

《行銷評論》 15卷4期 (2018/12) Pp. 417-461

摘要

近年來，隨著網路社群的快速發展，品牌行銷人員也開始透過如Facebook、Google+等社群平台提升消費者對品牌產品的認知與觀感。然而，儘管社群媒體行銷活動日趨重要，迄今聚焦在品牌運用社群媒體行銷的研究較少，且缺乏有系統的理論基礎來衡量社群媒體行銷之功能，因此，本研究旨在建立一個社群媒體的行銷功能、參與行為與效益的影響架構，以多元尺度法（Multidimensional Scaling，MDS）進行分析，透過網路問卷進行資料收集，共回收1,956份有效樣本。本研究參考過去文獻與預試前測共擷取出12項社群媒體行銷功能、參與行為及效益之屬性，所探討的品牌經前測後，從數十種品牌終擷取出24個品牌作為本研究之客體，並納入性別／年齡人口變項，整合探討各品牌、社群媒體行銷功能、社群參與行為及品牌／社群效益間之關聯性，最後進一步提出各類型品牌在未來社群媒體發展上之行銷應用。

關鍵字

社群媒體 ； 社群媒體行銷 ； 品牌

並列摘要

In the recent years, social media becomes a new communication channel in marketing. Social media marketing may not only help to understand customer needs for marketer, but also promote brand commitment. However, still very few researches focus on how the social media marketing work and still rarely represent a comprehensive set of factors and valuation. Thus, this study aims to explore the relationship among marketing activities, engagement behaviors and brand/community benefits in social media across variable brands, and the findings can help marketers to refine marketing strategy. By conducting the multidimensional scaling analysis, this research collected 1,956 valid samples from the consumers who use the social media marketing from 24 brands. The findings conceptualized the brand characteristics of social media marketing in convenience goods, shopping goods, physical and virtual channel. Furthermore, the study provides several in-depth theoretical reviews and practice implications for future e-marketing research and management.

並列關鍵字

social media ； social media marketing ； brand

參考文獻

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