| Summary: | 碩士 === 國立中山大學 === 資訊管理學系研究所 === 100 === Enterprises spread messages usingcomputer networks has become a trend due to popularity of the Internet. It is important for enterprises to select appropriate network media to achieve high effectiveness. It’s even more important for Internet marketing companies to deploy marketing strategies given all possible media selections.
The network media is progressing with new technical applications, such as email, blog, micro-blog and social network, etc. Each has its own development background and can achieve different effectiveness. The study of this thesis is to explore the differences of spread rates, diffusion time distribution etc. by spreading the same network messages with different network media (such as Email, social network, Facebook etc.). It will help enterprises to understandthe characteristics and effectiveness of each network medium. As a result, enterprisescan learn how to choose the right media to get the best message diffusion result.
The study shows that various message carriers willexhibit different effectivenessdue to the nature of message contents. For example, commercial messages can be best delivered with Facebook while messages of special interests can be effectively delivered by email. Regardless what medium is chosen, two common phenomena can be observed: high click rate within the first 24 hours, and the low click rate in midnight.Enterprises will do a good spread messages plan using computer networks in known the two common phenomena.
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