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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/61509

    Title: The Use of Social Networking Tools for Confectionery Brands: Understanding the effects between social metrics
    Authors: 梁姿玉;Niyathirakul,Sutthiluck
    Contributors: 英語商業管理碩士學位學程
    Keywords: 社群網路;品牌意識;品牌參與度;口碑;食品工業;Social media;brand awareness;brand engagement;word-of-mouth;food industry
    Date: 2013-08-22
    Issue Date: 2013-10-08 15:16:51 (UTC+8)
    Publisher: 國立中央大學
    Abstract: In the era of mobile communication, social networking sites are the important media for communication among people, thus more and more consumers and brands are taking advantages of social networking sites to interact with each others. In this research, the author mentioned about the suitable metrics for measuring social media performance of confectionery brands by 3 perspectives including brand awareness, brand engagement, and word-of-mouth. This research investigated the performance of world top confectionery brands on social media by using social metrics, to understand the relative performance between of Facebook and Twitter in year 2011 to 2012, as well as investigated on the relationship between these metrics. This research found that the analysis results of the effect of brand awareness towards brand engagement and word-of-mouth mostly showed insignificant positive relationship. On the other hands, the metrics of band engagement and word-of-mouth mostly had significant positive relationship. Therefore, confectionery brands should conduct the social media by encourage consumer to engage and spread words about brand.
    Appears in Collections:[英語商業管理碩士學位學程 ] 博碩士論文

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