Research of Line Stickers Users

• Main Authors: An-chun Tai, 戴安軍
• Other Authors: Fu-mei Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/86640134538336476944

碩士 === 世新大學 === 傳播匯流與創新管理數位學習碩專班 === 102 === The thesis examines placement marketing of messaging app Line stickers and how do users express emotions and communicate through using the stickers under social networks and messaging services environment in Taiwan. How did Line achieve its goal by advertising messaging app connected wisely to placement marketing strategies? With word-of-mouth spreading, Line merchandise changes potential users into carriers. Information of internet messaging merchandise or user’s experience enables internet groups spread publicity and bring influence to each other. Research found that in less than three years, messaging app Line has signed up 0.4 billion users by manipulating series of emoticons, or stickers that involves characters. Japanese earthquake (March 11, 2011) that caused serious radiation leaks, a time of great trial and sorrow, that’s when Line discovered great business opportunity in mobile messaging app, a great way to contact and connect people. Through relentless effort in product development, Line has now become the biggest messaging app platform in Asia. Qualitative Research is adopted: face-to-face and telephone interviews in the way of semi-structured interviews, questions for interviewees of all ages are investigated, analyzed and concluded. How do users respond to the marketing strategy of Line stickers, how are users satisfied and willing to buy the placement marketing stickers? How do users react to the stickers that are cute, easy-to-use and free? How to improve interpersonal relationship and shorten the distance between people? What makes it the most popular social network messaging app among the competitive market in Taiwan?