淡江大學機構典藏:Item 987654321/117210
English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 62805/95882 (66%)
造访人次 : 3886407      在线人数 : 478
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/117210


    题名: Big data analytics for investigating Taiwan Line sticker social media marketing
    其它题名: Asia Pacific Journal of Marketing and Logistics
    作者: Shu-Hsien Liao;Szu-Yu Hsu
    关键词: Social marketing;E-marketing;Database marketing;Media (new media)
    日期: 2019-10-31
    上传时间: 2019-10-03 12:11:28 (UTC+8)
    出版者: Emerald
    摘要: Purpose – Line sticker, a social media, it allows users to exchange multimedia files and engage in one-to-one
    and one-to-many communication with text, pictures, animation and sound. The purpose of this paper is to
    examine various Taiwan user experiences in the Line sticker use behaviors. Further, this research looks at
    how the situations of Line sticker proprietors and their affiliates are disseminated for formulating social
    media marketing (SMM) in its business model concerns.
    Design/methodology/approach – This study examines the experience of various Taiwanese Line stickers
    users utilizing a market survey, a total of 1,164 valid questionnaire data, and the questionnaire is divided into
    five sections with 30 items in terms of the database design. All questions use nominal and order scales. This
    study develops a big data analytics approach, including cluster analysis and association rules, based on a big
    data structure and a relational database.
    Findings – The authors divide Taiwan Line sticker users into three clusters by their profiles and then find
    each group’s social media utilization and online purchase behaviors for investigating the Line sticker SMM
    and business models.
    Originality/value – This is the first study to offer a big data analytics to investigate and analyze the
    varieties in the use of Line sticker by exploring users’ behaviors for further SMM and business model
    development
    關聯: Asia Pacific Journal of Marketing and Logistics 32(2), p.589-606
    DOI: 10.1108/APJML-03-2019-0211
    显示于类别:[管理科學學系暨研究所] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    Big data analytics for investigating Taiwan Line sticker social media marketing.pdf660KbAdobe PDF50检视/开启
    index.html0KbHTML42检视/开启

    在機構典藏中所有的数据项都受到原著作权保护.

    TAIR相关文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回馈