社群行銷對於品牌形象與品牌忠誠度的影響

隨著網路的發展與行動網路的普及，消費者在選擇產品與品牌不再只是參考親朋好友的意見，而是在網路上尋找產品相關的評價，企業有效的運用社群行銷可幫助企業擴張市場、帶來成長的機會。本研究選擇量化的問卷調查法，利用問卷調查方便、經濟、回復快速、作答彈性等優點，試圖從使用者的角度來觀察，藉由統計數字可更深入了解消費者是否會因為社群行銷而對於品牌的形象與忠誠度造成影響。本研究以星巴克的粉絲專頁為例，將消費者分成有瀏覽過星巴克粉絲專頁與未瀏覽過的消費者進行分析。本研究以網路方式發放問卷，總計回收有效問卷共355份，研究結果如下: 1.企業運用社群行銷進而增加品牌認知，並正向影響再購買意願 2.企業運用社群行銷對於品牌忠誠度正向影響進而提升再購買意願 3.企業之品牌形象不會受到社群行銷之影響

關鍵字

社群行銷；品牌形象；品牌認知；品牌忠誠度；再購買意願

並列摘要

With the development of the Internet and the popularization of mobile networks, consumers no longer just take the opinions of family members and friends when choosing products and brands, but look for product-related evaluations on the Internet. Enterprises can effectively use social marketing to help companies to expand the market and bring opportunities for growth. This study applies a quantitative questionnaire survey method to collect data. The purpose is to observe from the user's perspective regarding the power of social media marketing. This thesis can better understand whether consumers will be driven by social media marketing through statistical analysis on the collected data. The major objective is to see if social media marketing has an impact on the brand's image and loyalty. In this study, Starbucks fan page is used as an example, and consumers are divided into those who have browsed the Starbucks fan page and those who have not. Questionnaires were distributed online and a total of 355 valid questionnaires were collected. The research results are as follows: 1. Enterprises use social media marketing would increase brand awareness and hence positively influence repurchase intention. 2. Enterprises use social media marketing would positively affect brand loyalty and then increase repurchase intention. 3. The brand image of a company will not be affected by social media marketing.