Optimizing B2C2C eWOM Likelihood in Social Media through the Introvert Leaders

• Main Authors: Huang, Chih Teng, 黃志騰
• Other Authors: Yuan, Soe Tysr
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/92030711802997641558

碩士 === 國立政治大學 === 資訊管理研究所 === 103 === In view of the explosive growth of social network, businesses want their marketers to find ways to be more ad exposure. Furthermore, businesses desire to get loyal customer for sustainable customer relationship; in other words, businesses are interested in developing customer engagement, even if they do not realize that they are so. Besides, businesses used to increase their brand exposure and decrease marketing cost through integrated marketing, but merely cooperating with stakeholders lost opportunity to further cultivate customer relations. In this study, we develop an original conceptual framework to assist business to complete three objectives: locally optimizing eWOM likelihood, developing customer engagement, and enhancing effectiveness of integrated marketing with cooperation stakeholder. We design an engagement site to help businesses choose their cooperation stakeholders, manage their fan page and further engage their customers on their fan page through our services provided on engagement site. Our finding includes the insights of the significant engagement degree between the informative content article and introvert leaders, the introvert leader to arouse their friends’ interest by the article, the method to enhance B2C2C eWOM through the introvert leaders and the practices of cooperating campaign between two businesses on Facebook.