Applying Social Media Data Analysis to Marketing Strategies: A Case of a New Brand Start-up

• Main Authors: SUN, JUI-TSUNG, 孫瑞聰
• Other Authors: FU, JEN-RUEI
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/ez24r2

碩士 === 國立高雄應用科技大學 === 資訊管理系碩士在職專班 === 104 === 　　In recent years, social media has emerged for it can spread information quickly. Industries also actively apply social media to promote its products/services to consumers and their friends, hoping that the interactive feature of social media can help bridging the gap with customers. 　　However, how much effect will the fans attracted by social media actually bring in for e-commerce retailers? How much cost spent for each promotional campaign will return? Both answers to these questions require data analysis to support. All consumers for the e-commerce campaigns are individuals, and their online behaviors can be tracked. By properly using the data analysis results and adapt appropriate marketing strategies, the marketing costs can be saved, and the visibility of e-commerce retailers will be increased as well. 　　Therefore, this study investigates the case of a newly-launched fashion brand entering e-commerce market in Taiwan. By conducting research on its Facebook fan page and adopting marketing theories for branding arrangement, this study analyzes three aspects including posts, interactive messages, and advertising of the Facebook page. Besides, this study also applies Google Analytics to track fans behaviors to know their age group, interest, product preference, preferred modes of interaction, and the overall effects of campaigns. The research result can serve as a primary study of how e-commerce retailer operates with the application of social media, further target an accurate marketing model to improve business performance.