Content analysis of firms adopting micro blogging to conduct Internet marketing--An Example of Elite Bookstore Facebook

• Main Authors: Yu-ting Chen, 陳俞廷
• Other Authors: Kuo-jen Yu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/51175823420069617925

碩士 === 南華大學 === 資訊管理學系碩士班 === 98 === 　　Micro-blogging community caused by spread of the effectiveness of highly suitable for corporate use to do online promotion and marketing, this thesis means to discuss business of using micro-blog marketing results and customer base reaction, the study conducted by two coders content analysis, analysis of the main items on the sincerity expressed by micro-blog facebook Eslite station in the article content, and their fans Eslite stations, namely, a total of 1166 copies of the article topic; this study found that 1. Eslite micro-blog for the young population demands more specific object to women and work, single ethnic group and the largest number of students and groups for users very seriously.2. Eslite use of micro-marketing blog promotion methods usually combine the product description of goods or literary events, presentations and creative speech indirect marketing of new products, marketing products that books and magazines are still the main three. Eslite expression using micro-blogging and means more direct metaphor of the text further to the hearts of consumers, to create a positive mood, the contents of text and image content in order to guide the users viewing the content. 4. Eslite micro-blog of the reaction results are usually good friends, support and love Eslite marketing practices, the article content is the demands of their target marketing groups, and has guided the emotional effect of the reaction caused by users and resonance; Finally, on the results, summarize inferences and make practical suggestions.