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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/77316

    Title: FACE BOOK社群經營成功關鍵因素之研究─以A美妝保養公司為例
    Authors: 涂惠美;Tu, Hui-Mei
    Contributors: 高階主管企管碩士班
    Keywords: 傳播訊息;網路口碑;品牌的社群認同度;臉書粉絲專頁;Spread Message;IWOM;Internet Word of Mouth;Brand Community
    Date: 2018-07-20
    Issue Date: 2018-08-31 14:32:14 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 台灣是臉書的使用大戶,最新數據指出,臉書在台灣的月活躍用戶數已經突破1,800萬人。因此以臉書粉絲專頁做為商業行銷工具,已是當前大多數企業必要的行銷商業模式。
    本研究係採立意抽樣方式進行問卷調查,正式問卷共發出500份,有效問卷325份。並以A美妝保養公司之臉書粉絲專頁粉絲成員作為研究探討對象,採用階層迴歸分析進行假說驗證。透過本研究結果期望能提供以臉書粉絲專頁為行銷模式的商業行為,能掌握臉書粉絲專頁社群經營,在商業營銷成功模式上之運用。;Taiwan is a big user of Facebook. According to the latest data, Facebook’s monthly active users in Taiwan have exceeded 18 million. Therefore, using the Facebook fan page as a commercial marketing tool has become a necessary marketing business model for most companies.
    This study explores the impact of A Beauty Care′s Facebook fan page news and Internet word-of-mouth on fan engagement, and explores whether this relationship will have different outcomes due to the recognition of the brand community.
    This study adopted a sample survey method to conduct questionnaire surveys. Total 500 formal questionnaires issued and 325 valid questionnaires issued. The fan members of the Facebook fan page of A Beauty Care Company were used as research objects, and the regression analysis was used to verify the false positives. Through the results of this study, we hope to provide a Facebook fan page as a marketing model for business activities, and to grasp the use of Facebook fan page community management in the successful business marketing model.
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

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