零售業粉絲專頁分析

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：44

、訪客IP：44.192.26.226

姓名

高正翰(Cheng-Han Kao) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

零售業粉絲專頁分析
(Retailers′ fan page analysis)

相關論文

★ 認知風格與傳播媒介對毒品認知、態度及信念之影響	★ 應用解構式計畫行為理論探討台灣 Y 世代之元宇宙使用意圖影響因素
★ 公益募資平台之社會價值評估

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 ( 永不開放)

摘要(中)

隨著社群媒體(social media)的興起，許多產業的行銷方式都隨之改變，企業透過社群媒體推廣品牌，傳達企業理念與商品資訊給顧客，品牌社群(brand community)形成企業品牌與顧客之間的全新溝通與互動模式，粉絲專頁的經營變成是許多企業非常重要的任務之一，粉絲專頁的內容決定了顧客對企業品牌的觀感，而粉絲專頁貼文是顧客更新資訊最快速的管道，貼文的頻率、類型、內容皆可能影響顧客對該品牌未來的消費，顧客對貼文的留言也變成是企業了解顧客需求的非常重要的方式。過去研究零售業粉絲專頁貼文的文獻並不多，所以本研究分析收入最多的五間零售企業，透過Python程式碼蒐集零售公司三年全部貼文與留言資訊，觀察2015、2016、2017年粉絲專頁貼文的趨勢變化，包括貼文數量與情緒反應，接著再透過情感分析套件，進一步研究顧客在貼文下的留言回覆，得知顧客對貼文的情感反應，最後個別分析按讚數與正面留言數特別多的貼文，可以得知甚麼樣的貼文內容可以吸引粉絲注意，研究結果指出，貼文數量最多的月份大部分都集中在12月，而每天發佈貼文的時段大部分都集中在下午，六種情緒反應和每年平均按讚數以Photo類型的貼文情緒反應較顯著，並且以Walmart表現最佳，正面留言數量以Walmart、Kroger、Amazon表現最佳，負面留言數量以Kroger、Amazon表現最佳，零售業者可以藉由比較不同公司粉絲專頁的經營方針，發佈最大效益的貼文。

摘要(英)

The posts of the fan page are one of the fastest ways for customers to gain product/service information. According to past research, frequency, type and content of the fan page posts can affect customer’s expenditure behavior towards the brand. However, the literature about retailers’ fan page management is scant. Therefore, this research aims to apply different approaches to investigate top retailers′ fan pages. The research objectives are summarized into following three points. First, how the companies manage their fan pages was examined by various visual analytics. Second, fans’ feedbacks of the posts were further analyzed. Third, the analysis results of the fan pages between different companies were compared. Python was used to collect all the posts and comments for 2015, 2016 and 2017 of the top 5 U.S. retailers′ fan pages. Post descriptive statistics and emotional reactions for three years were analyzed. With sentiment analysis tool, what customer thought on Facebook fan page were explored. Finally, we analyzed the posts that have the most likes and positive comments. Therefore, customers’ favorite posts were further scrutinized. The research results indicate that most of the posts were appeared in December and during the afternoon period. The photo posts generally gained more reactions and like numbers than other types of posts. Meanwhile, Walmart, Kroger and Amazon had better performance in the number of positive comments than the other retailers. Kroger and Amazon have the least numbers of negative comments. The methods proposed in this research may be used by firms from every industries to promote their fan pages.

關鍵字(中)

★ 粉絲專頁
★ 貼文分析
★ 情感分析
★ 零售業
★ 社群媒體

關鍵字(英)

★ Fan page
★ Post Analysis
★ Sentiment Analysis
★ Retailer
★ Social Media

論文目次

目錄
中文摘要 i
ABSTRACT ii
目錄 iii
表目錄 v
圖目錄 vi
第一章緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
第二章文獻探討 3
2.1 粉絲專頁相關研究 3
2.2 零售業的社群媒體與粉絲專頁 5
第三章研究方法 8
3.1 資料蒐集 8
3.2 貼文分析 10
3.3 情感分析 11
第四章研究結果 12
4.1 專頁貼文分析 12
4.2 貼文類型與情緒分析 21
4.3 留言情感分析 39
4.4 個別貼文分析 47
第五章結論與建議 52
參考文獻 54

參考文獻

Carlota Lorenzo-Romero , Efthymios Constantinides , & Alarcon-del-Amo, M.-d.-C. (2014). Social Media as Marketing Strategy: An Explorative Study on Adoption and Use by Retailers Social media in strategic management (pp. 197-215).

Constantinides, E., Schepers, L., & Vries, S. D. (2015). B2C social media value gap-model: a study of the Dutch online retailing. International Journal of Electronic Marketing and Retailing, 6(3), 179-193.

Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. Journal of Marketing Communications, 20(1-2), 82-102.

Farhod, P. K., & Malaika, B. (2011). Adoption of Social Media by Online Retailers: Assessment of Current Practices and Future Directions. International Journal of E-Entrepreneurship and Innovation (IJEEI), 2(1), 26-45.

Hecksher, A., & Ebecken, N. F. (2017). Comparative study of opinion mining in a retailer network. Sistemas & Gestao, 11(4), 423-430.

Hsin, C., Anastasia, P., Ta-Kang, C., Yanqing, D., & Hsiu-Wen, L. (2014). Exploring the commercial value of social networks: Enhancing consumers’ brand experience through Facebook pages. Journal of Enterprise Information Management, 27(5), 576-598.

Jang, Y.-T., Chang, S. E., & Chen, P.-A. (2015). Exploring social networking sites for facilitating multi-channel retailing. Multimedia Tools and Applications, 74(1), 159-178.

Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36(Supplement C), 145-155.

Kudeshia, C., Sikdar, P., & Mittal, A. (2016). Spreading love through fan page liking: A perspective on small scale entrepreneurs. Computers in Human Behavior, 54(Supplement C), 257-270.

Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior. Journal of Marketing, 80(1), 7-25.

Ljungmark, P., & Bernhardsson, E. (2011). Facebook as a marketing channel : A study of eCommerce retailers’ Facebook page ambitions. (Independent thesis Advanced level (professional degree) Student thesis). Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15560 DiVA database.

Mai, N. T. T., Hao, N. A., & Huong, P. T. X. (2016). The role of social media in the apparel retail sector in Vietnam: A study of Facebook fan pages. Journal of Digital & Social Media Marketing, 4(3), 292-309.

Na, S., Dennis, R., & Bixuan, S. (2015). How to make your Facebook posts attractive: A case study of a leading budget hotel brand fan page. International Journal of Contemporary Hospitality Management, 27(8), 1772-1790.

Phan Trong, N., & Myungsik, Y. (2014, 10-12 Feb. 2014). The lexicon-based sentiment analysis for fan page ranking in Facebook. Paper presented at the The International Conference on Information Networking 2014

Pin, L., Yu-Fan, L., & Yu-Ping, C. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519.

Rahman, Z., Suberamanian, K., Zanuddin, H. B., Moghavvemi, S., & Nasir, M. H. N. B. M. (2016, 2016/08/12). Fanpage metrics analysis. “Study on content engagement”. Paper presented at the AIP Conference Proceedings.

Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547-566.

Rauschnabel, P. A., Praxmarer, S., & Ivens, B. S. (2012). Social Media Marketing: How Design Features Influence Interactions with Brand Postings on Facebook. In M. Eisend, T. Langner, & S. Okazaki (Eds.), Advances in Advertising Research (Vol. III): Current Insights and Future Trends (pp. 153-161). Wiesbaden: Gabler Verlag.

Sabate, F., Berbegal-Mirabent, J., Canabate, A., & Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001-1011.

Sarulatha, M. N., & Sasirekha, V. (2017). A Study on the Role of Social Media Networks for Online Retailers with Special Reference to Fashion Industry in India. MIM INTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH, 3(1), 85-90.

指導教授

沈建文呂俊德(Chien Wen Shen Jun Der Leu)

審核日期

2018-7-24

推文