事件行銷類型、資源投入程度對企業經營粉絲專頁行銷效果之影響 : 以臺灣Sony Ericsson Facebook粉絲專頁為例

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Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/74455

Title:	事件行銷類型、資源投入程度對企業經營粉絲專頁行銷效果之影響 : 以臺灣Sony Ericsson Facebook粉絲專頁為例
Other Titles:	A study on types of event marketing, resource inputs and marketing effects on fan page : a case study of Taiwan Sony Ericsson fan page on Facebook
Authors:	劉柏修;Liu, Po-Hsiu
Contributors:	淡江大學資訊傳播學系碩士班陳意文
Keywords:	事件行銷類型;資源投入程度;行銷效果;粉絲專頁;Event Marketing;Resource inputs;Marketing effects;Fan page;Facebook
Date:	2011
Issue Date:	2011-12-28 18:42:49 (UTC+8)
Abstract:	粉絲專頁已成為企業組織新一代行銷利器，因此本研究意欲探討粉絲專頁中事件行銷類型與資源投入程度所造成的行銷效果。以參與觀察法與內容分析法為研究方法，整理粉絲專頁上的不同貼文的留言數與按讚數並加以分析。研究發現： 1、不同事件行銷類型會造成不同的行銷效果；其中創意型事件類型有最佳的行銷效果。 2、企業若投入較多資源於行銷活動，以增加廣告資訊暴露頻率與內容設計豐富度，則會強化事件行銷類型之行銷效果。 Fan Page has become a marketing tool for company.This research is A study on types of event marketing、resource inputs and marketing effects on fan page.Use participate in observation and content analysis methods for the study.Data processing on the number of messages and likes in different posts and analyzed. Study found that: （１）Different types of event marketing have different marketing effect. And the creative type has the best marketing effect. （２）If the enterprise invested more resources in event marketing to increase the frequency of advertising exposure and the design of post content, it will strengthen the marketing effect.
Appears in Collections:	[Graduate Institute & Department of Information and Communication] Thesis

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