Exploring the Benefits of Social Media Marketing on Brands and Communities

• Main Authors: UNG LEI, 翁蕊
• Other Authors: I-Ping Chiang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/43283119847792141515

碩士 === 國立臺北大學 === 企業管理學系 === 102 === In the recent years, social media becomes a new communication channel in marketing. Social media marketing may not only help to understand customer needs for marketer, but also promote brand commitment. However, still very few researches focus on how the social media marketing work and still rarely represent a comprehensive set of factors and valuation. Thus, this study aims to explore the relationship among marketing activities, engagement behaviors and brand/community benefits in social media across variable brands, and the findings can help marketers to refine marketing strategy. By conducting the multidimensional scaling analysis, this research collected 1,956 valid samples from the consumers who use the social media marketing from 24 brands. The findings conceptualized the brand characteristics of social media marketing in convenience goods, shopping goods, physical and virtual channel. Furthermore, the study provides several in-depth theoretical reviews and practice implications for future e-marketing research and management.