資訊技術服務產業重視基於與供應商和客戶互動常規的社交熟悉體驗，因此處於社群媒體行銷的領導產業。為了進一步了解資訊技術服務公司如何使用社群媒體吸引客戶或潛在客戶，本研究旨在根據從相關公司和用戶在社群媒體發文所擷取的資訊，描繪資訊技術服務公司使用社交媒體與用戶期望之間的差異。我們將應用雙層概念鏈結分析來辨識前五大資訊技術服務公司之社群媒體貼文的年度關鍵概念，以及社群媒體用戶對資訊技術服務公司的發文之年度關鍵概念。這些結果有助於我們了解每家公司的社群媒體行銷策略以及資訊技術行業的重要發展趨勢。此外，本研究將應用主觀性詞義消歧方法的情緒分析，以進一步了解社群媒體用戶對公司貼文的感知狀況，其結果可協助資訊技術服務公司的行銷管理和客戶關係管理。本研究還將開發此產業的社群媒體行銷架構，以進一步了解動態社群媒體資料的模式，相關公司與人員可以從中了解其欲維護的社群媒體行銷目標，以及他們期望改進的社群媒體行銷之差距。 ;Information technology (IT) service industry values the experience of social familiarity based on the routines of interacting with suppliers and customers, and it is at the frontier of social media marketing. To further understand how IT service companies use social media to engage their customers or potential leads, this research aims to delineate the differences between IT service companies' use of social media and users' expectations, based on the knowledge extracted from companies' posts and user-generated content on social media platforms. Two-tier concept linking analysis will be applied to identify the yearly key concepts of top 5 IT service companies' social media posts and social media users' posts towards IT service companies. Such results can help us understand each company's social media marketing strategy and the important development trend of the IT industry. In addition, sentiment analysis with the approach of subjectivity word sense disambiguation will be applied to provide substantial insight into users' perception on companies' social media posts. The results can entail important managerial implications for both marketing and customer relationship management for IT service companies. We will also develop a framework of social media marketing for the practitioners to further understanding the insights underlying the dynamic social media data, from which organizations and individuals in charge can note the objectives they wish to maintain and marketing gaps they wish to improve on.
