A study on the word-of-mouth marketing f social commerce - based on the example of B & B businesses

• Main Authors: Chih-cheng Cheng, 鄭志成
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/68714877875782354579

碩士 === 國立雲林科技大學 === 資訊管理系碩士班 === 100 === With the innovative applications of Web 2.0, and Facebook prevails over the whole world that derives from the new social network interaction patterns and consumption patterns. People get easy to spread interlaced information in the social network. How to use the fast-spreading characteristics of community information, and applications in the social commerce to affect the existing and potential consumer''s following behavior, thus achieving the purpose of marketing and promotion. In this study, the case of Peter Rabbit B&B businesses is on Facebook’s Fan Page and a daily room for rent in Tainan City. It’s unlike a large-scale hotel to have enough human resources and financial resources. Since January 4, 2011, Facebook’s Fan Page has about 1300 people ever since, which is a large number of Communal Organization on Facebook. The hope of using of social media, and designing activities to help the management performance and increase awareness. The study is based on Facebook’s Fan Page of Peter Rabbit B&B businesses as an entry point, design to hold three types of marketing activities on basis of word of mouth marketing theory, and record of data to analyze the characteristics and operating effectiveness of the different activities from Fan Page, The analyses result show that (1) Actively put into the Fan Page operating and continuous to hold activities that compared with be able to a rapid increase in the Fan Page the number of members. (2) Voting activity can enhance the fans and lower marketing costs to investigate the fans preferences, is a good Marketing Research Methods. (3) The activities of task reward can bring the fans is naturally to feel and proactive participation, the most to extend your graphic publishing promotion power to the max and Fan Page activity in a short time. Finally, it is recommended that researchers can try other types of research. For example conversation with the fans, interviews and questionnaires, to collect the fans information, opinions and understand the fans demand. It hopes this article can help for small-scale career in the social commerce, to hold different types of activities through the Facebook’s Fan Page in order to achieve the ideal. Find the most effective marketing model in order conducive to the Fan Page on social commerce management.