社群媒體行銷成效分析-以INSTAGRAM為例子

社群媒體隨著網路的發展，品牌企業透過網路能夠接觸到更多不同族群的消費者，而網路也提供了更多元化且完善的服務，也就是說「社群商務讓消費者的消費體驗產生了巨大的改變」。現在的消費者早已厭倦被品牌推銷產品，轉而更積極的在網路上找尋他們想要的資訊，而社群平台就是匯集了願意分享資訊的人群，隨著消費者在社群上的互動增多，社群平台擁有的優點也使得社群商務具備了高發展性。本研究目的為透過數據分析得知媒體行銷總和、社群互動性以及購買行為之影響，最後分析結果能使未來相關研究之研究者做參考。本研究的資料來源是以自身INSTAGRAM經營賣場並以INSTAGRAM的後台洞察報告做彙整，研究時間範圍自2021年7月至2022年5月，為期289天的後台數據已兩天為一筆紀錄，可觀察的數據總樣本數為145筆，其中有發文的天數為35天，再把全部數據彙整成EXCEL，導入統計套裝軟體以敘述性統計分析、相關分析、ANOVA分析、回歸分析等方法來驗證各研究假說。本研究獲得發現為下: 1.不同的廣告類別對社群互動性有部分不同的影響 2.不同的推廣方式對社群互動性有部分顯著差異 3.上架商品數對社群互動性有部分顯著影響 4.不同的廣告類別對購買行為無顯著差異影響 5.不同推廣方式對購買行為無顯著差異影響 6.上架商品數對購買行為無顯著差異 7.社群互動性次數多掛對購買行為有顯著差異影響 8.社群互動性對媒體行銷總和與購買行為無顯著差異影響

關鍵字

社群媒體行銷；購買行為；社群互動性； INSTAGRAM

並列摘要

Brand and Corporation approach more different groups of consumers through network, and the road network provides a variety of comprehensive services, "Internet commerce also makes consumption possible" which means Consumers are greatly tired of being promoted by brands,actively looking for the information they want. Many community platforms of information shared on the Internet these days make consumer interact with the community more than before, and general community platform has highly developed with a lot of benefits. The purpose of this research is to disseminate data, dissemination of dissemination, randomness, purchase behavior, and community interaction a. The results lead to the analytical results of related studies in the future. The data source of this research is based on its own INSTAGRAM operating store of researcher himself and INSTAGRAM's back-end insight report for aggregation. The research period which can be observed is from July 2021 to May 2022. 289-day back-end records two days as one data. The total number of data samples are 145, which the number of days with Instagram posts are 35 days. Then all the data are compiled with EXCEL and imported into the statistical package software to verify the research by descriptive statistical analysis, correlation analysis, ANOVA analysis, regression analysis, and other methods to test hypothesis. The findings of this study are as follows: 1. Different advertising categories have partially different effects on community interactivity 2. Different promotion methods have some significant differences in community interaction 3. The number of products on the shelves has have a significant impact on community interaction 4. Different advertising categories have are with no significant difference in purchase behavior 5. Different promotion methods have no significant difference in purchase behavior 6. There is no significant difference between the number of products on the shelves and the purchase behavior 7. The number of times of community interaction has a significantly different impact on purchase behavior 8. Community interactivity has no significant effect on the sum of media marketing and purchase behavior