個人粉絲專頁經營對網路行銷的影響－社會網絡分析

The Influence of Individual Fan Page Management on Internet Marketing - Social Network Analysis

葉怡青(Yi-Ching Yeh)

指導教授 ： 何怡芳

淡江大學/商管學院/國際企業學系碩士班/碩士(2018年)

https://doi.org/10.6846/TKU.2018.00427

摘要

網路行銷是現在普遍的廣告方式，自從社群媒體出現之後，不但讓企業與顧客進行溝通，也讓顧客與顧客之間能夠進行交流與分享。而祖克柏2004年所成立的Facebook是全球熱門的社群媒體之一，其中它的粉絲專頁更成為了企業和公眾人物最受歡迎的功能。企業除了會在粉絲專頁上張貼廣告之外，有一些品牌也會邀請一些知名的部落客撰寫業配文來進行行銷。原先使用部落格寫作的部落客，因為粉絲專頁推出後，他們就將自己的部落格與粉絲專頁做連結，這樣能夠與粉絲即時的互動，粉絲之間也能進行多對多的意見交流。部落客與粉絲在社群媒體上的這些互動，就形成了一個社會網絡。
社會網絡就是行為者之間的社會結構，部落客與粉絲之間的社會網絡關係連結越強的話，對產品的影響力就越大。所以本研究的研究動機就在於部落客粉絲專頁經營方式的不同會不會影響人氣，部落客與粉絲的關係連結如果越強，粉絲的數量會不會越高，進而去影響到企業對於這個部落客的印象，如果印象越好的話，業配數就會越高。
本研究經驗證研究假說，得知以下結論：個人粉絲專頁經營方式影響粉絲專頁績效、個人粉絲專頁的互動情形影響粉絲專頁的績效、社會網絡的形成影響粉絲專頁的績效，最後本研究將提供粉絲專頁經營者與企業間粉絲專頁之業配等相關建議。

關鍵字

網路行銷 ； 粉絲專頁 ； 粉絲專頁經營者 ； 社會網絡分析

並列摘要

Internet marketing is now a common advertising method. Since the emergence of social media, not only allows companies to communicate with customers, but also allows customers and customers to communicate and share. Facebook is one of the world's most popular social media, and its Fans Page has become the most popular feature for corporate and public figures. Businesses post ads on Fans Page, and some brands invite some well-known bloggers to write sponsored posts for marketing. Bloggers link their blogs to Fans Page, so they can interact with fans instantly, and fans can exchange ideas with each other. These interactions between bloggers and fans on social media form a social network.
Social network is the social structure between actors. The stronger social network relationship between bloggers and fans, the greater influence on the product. Therefore, research motivations for this study: Will the differences of individual Fans Page management affect popularity? If the relationship between bloggers and fans is stronger, the number of fans will be higher, which will affect the impression of the company on the blogger. If the impression is better, the sponsored posts will be more.
This study has verified the research hypothesis and learned the following conclusions: Individual Fans Page management affects Fans Page performance. The interaction of individual Fans Page affects the performance of Fans Page. The formation of social networks affects the performance of Fans Page. Finally, this study will provide Facebookers and companies recommendations about sponsored posts.

並列關鍵字

Internet marketing ； Fans Page ； Facebooker ； social network analysis

參考文獻

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