社群網路中廣告策略之模擬模型與分析研究

隨著社群媒介越來越受歡迎，最近幾年人們接收資訊的方式已經有了重大的改變。由於智慧型手機的興起，社群網路與人們的連結更加緊密不可分。所以，在社群網路上的廣告行銷商機之大不言可喻。臉書是當今最大規模的社群網路平台，其提供了兩個平台供業主行銷之用：粉絲團與社團。那麼究竟哪種方式是比較適合的呢？目前並沒有文獻提出一個量化、數據化的方式做說明。本論文希望藉由模擬實驗來探討粉絲團與社團其廣告的效力孰優孰劣。實驗結果顯示(1)在社群網路中自我搜尋與加入粉絲團的機率越高，粉絲團的廣告宣傳效果越好。(2)粉絲團的廣告行銷較不易受到負面耳語的影響。(3)若商品屬於會快速失去價值的類型，使用社團行銷會比粉絲團來的理想。

關鍵字

模擬；社群網路；臉書；廣告；粉絲團；社團

並列摘要

As social media becomes more and more popular, the way that people receive information changes dramatically in recent years. With the increasing of smartphone’s users, social network is now an integral part of many people’s lives. Therefore, advertising on social network is a big market. Facebook is the world’s largest social network and it provides two different methods, fan pages and groups, for business advertising. However, there is no research that studies in quantitative analysis which one will best suit for business. The main objective of this thesis is to use simulation way to make experiment on Facebook so as to investigate the advertising effectiveness on fan pages and groups. The experiment results show that (1) When the probability to search and join fan pages by userself is larger, it will lead to better effectiveness of advertising on fan pages. (2) Fan pages have less effect of negative buzz than groups. (3) Advertising on groups is a better option than fan pages if the product’s profit is getting reduced quickly.

並列關鍵字

Simulation, Social network ； Facebook ； Advertising ； Fan page ； Group

參考文獻

[5] 蔡雅雯，「社群網路中訊息影響之建模和模擬研究」，碩士論文，國立台北科技大學電機工程系研究所，台北，2011

[6] Makawana, D. “ad amīcus: Analysis of click behaviour in social relationships extracted from URLs” Business Applications of Social Network Analysis (BASNA), 2010 IEEE International Workshop on Date of Conference: 15-15 Dec. 2010 Page:1-6

[18] 陳群元，「社群網路中問卷調查之建模和模擬研究」，碩士論文，國立台北科技大學電機工程系研究所，台北，201

[1] Wikipedia:Facebook http://zh.wikipedia.org/wiki/