The Research of Social Media Marketing and Firm Performance—A Case Study of S Department Store

• Main Authors: Liao,Yi-Rou, 廖怡柔
• Other Authors: Liu,Che-Hung
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/r33x7g

碩士 === 國立臺南大學 === 經營與管理學系科技管理碩士班 === 103 === Today is an era full of social media which is indeed a great help for marketing. More and more companies explore opportunities existing on social media and then make efforts on social media. They also create a user friendly platform which can dissemination of advertising and messages through social media. But when companies spend manpower and resources on social media, they are issues of concern whether they can improve firm performance. However, the previous studies pay little attention on the relationship between social media marketing and firm performance. In view of this, this study uses S department store as the research object and collects Facebook fan page published articles located on the social media platforms and the firm performance of S department store during the period from January 2014 to February 2015. The relationship between social media marketing and firm performance are analyzed using multiple linear regressions. The results revealed that “weekdays and holidays” and "Like quantity" are more positively related to firm performance. Managerial implications and future research directions are discussed.