| Summary: | 碩士 === 輔仁大學 === 大眾傳播學研究所碩士在職專班 === 104 === Entering the Web 3.0 era, the world has nearly 2 billion people, are the users of social media , approach to 1/3 of the global population. WeChat and Weibo are the most influential social media in Mainland China , which have both been registered as high as 600 million users. Nevertheles , social development have been entering the era of the community. The art of employing for the power in new technology, social networking to communicate internationally in order to assist enterprises with dialogic communications, establishing the corporate image, and product marketing, is a field of absolute importance to the business community.
As a leading corporation between China and Taiwan, how would the Want Want Group make full use of social media to dialoge with customers ? How will its followers respond to official web posts and releases ? Is it making full use of social media to communicate with customers and maintain public relations ?
This study will use the five principles of web dialogic communication proposed by Kent & Taylor (1998) as basis and consider the theories posed by Esrock & Leichty (2000) and Ghost & Dou (1998) to study the development and structure of corporate website research categories and indicators, proposed the six major dimensions and 31 indicators in this study. First, the target public content. Two, commodity marketing function. Three, website function of content. Four, entertainment function. Five, personalized choice. Six, dimensions of the target public.
By using content analysis and triangulation method, this paper presents a case study of Want Want China Holdings Limited and how it corresponds to followers through WeChat and Weibo, the most two popular social media networking in China, and analyze the effectiveness of its interaction to provide a reference to business proprietors and other companies in the usage of social media interaction.
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