參與和在線購買的網紅行銷

Influencer Marketing on Engagement and Online Purchasing

阮氏碧簪(Nguyen Thi Bich Tram)

指導教授 ： 李旭華

淡江大學/商管學院/經營管理全英語碩士學位學程/碩士(2020年)

https://doi.org/10.6846/TKU.2020.00002

摘要

摘要：
正如我們所看到的，社交媒體的巨大擴展以及許多新的行銷策略和工具的發展，企業已經轉向以更個性化和有效的方式來吸引客戶，而不是帶有一般性信息的大規模付費廣告。這些策略之一是 網紅行銷，這是一種針對較小規模，更具體的目標客戶和個人的行銷策略。本文的目的是研究藉網紅行銷如何有助於品牌在參與度和購買方面的表現。為了進一步探討該主題，對有網紅行銷經驗或目前在越南胡志明市有影響力的人進行了七次親自定性採訪。在30-45分鐘的採訪中，討論主題包括社交媒體有影響力者的利益，品牌在選擇廣告系列的有影響力者時應考慮的標準。將定性訪談的見解與二次研究相結合，可以更好地理解社交媒體上有網紅行銷的出現。

關鍵字

網紅行銷 ； 網紅 ； 社交媒體行銷 ； 在線參與度 ； 在線購買

並列摘要

Abstract:
As we have seen the enormous expansion of social media and the evolvement of the many new marketing strategies and tools, businesses have shifted to approach customers in a more personal and effective way instead of mass paid advertising with a general message. One of these strategies is Influencer Marketing, which is a marketing strategy that focuses on a smaller scale, more specific target customers and individuals. The purpose of this thesis is to investigate how Influencer Marketing helps brands’ performance in terms of engagement and purchases. To further explore this topic, seven inperson qualitative interviews were conducted over the span of a week with those who have influencer marketing experience or are currently influencers in Ho Chi Minh City, Vietnam.
During each 30-45 minute interview session, the discussion topics included the benefit of social media influencers, which criterias brands should consider while selecting an influencer for their campaign. Combining the insights from the qualitative interviews with secondary data analysis, a better understanding of the emerge of influencer marketing on social media is achieved.

並列關鍵字

Influencer Marketing ； Influencers ； Social Media Marketing ； Online Engagement ； Online Purchases

參考文獻

REFERENCE

1. Influencer Marketing Hub. (2019). What is Influencer Marketing? An in Depth Look at Marketing's Next Big Thing. [online] Available at: https://influencermarketinghub.com/what-is-influencer-marketing/ [Accessed 23 Nov. 2019].

2. Statista. (2019). Number of social media users worldwide 2010-2021

3. Mathew, J. (2019). Council Post: Understanding Influencer Marketing And Why It Is So Effective. [online] Forbes.com. Available at: https://www.forbes.com/sites/theyec/2018/07/30/understanding-influencer-marketing-and-why-it-is-so-effective/#1897880b71a9 [Accessed 23 Nov. 2019].

4. Buffer. (2019). The Future of Social Media (And How to Prepare For It): The State of Social Media 2016 Report. [online] Available at: https://buffer.com/resources/social-media-2016 [Accessed 23 Nov. 2019].