A study of micro-blogging in internet public relations：The case of a shop“Goz Cafe”

• Main Authors: Chia-ying Hsu, 徐嘉霙
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/46735773304399892807

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 99 === 　　The purpose of this study was to examine how companies use the characteristic and the function of micro-blogging for internet PR activities, and try to analyze the three questions “What are the ideas to hold internet PR activities on Plurk?”,“What are the strategies of message in internet PR activities on Plurk?”and“How to assess the results?”This study used the method of semi-structured "in-depth interview", the case of this research chosen Goz Cafe that was the first internet marketing on Plurk in Taiwan, the sample consists of three keymen, who share the experience with internet PR on micro-blogging. Those complete analysis of the causes and effects in internet PR activities. 　　The conclusion of the study, as long as companies use the Plurk well, they can keep customers, reduce area limitation and increase their exposure on Plurk. Goz Cafe could become more famous , because the team show their creativity, make customers curious about it. It can increase the positive side with the customers , improves communication and development trend of Web3.0 to hold internet PR activities with the characteristic of Plurk , such as in-time, multi-users, and high interaction. 　　It is important that companies are using Plurk can not focus on the campaign of publicity without caring the users’ feeling and communication. This is contrary to the core spirit of Plurk, which are“exchange”and“share”.“Communication”is more important than“marketing”on Plurk. Therefore, the point is good interaction between the compaines and the users on Plurk.