A Study of the Mediating Effect of Brand Identification between Social Media and Purchase Intention – TT MASK as an Example

• Main Authors: SANG, YU-TING, 桑郁婷
• Other Authors: WANG, YU-PENG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/g2az64

碩士 === 實踐大學 === 企業管理學系碩士班 === 105 === 　　Social media is growing at a tremendous speed under the development of the Internet and the popularization of Smartphone, and its importance should not be underestimated. Nowadays, an enterprise (brand) is facing a greater competition in its industry as products or services are similar. Consumer’s need and wants can not be satisfied by an enterprise (brand) if it merely adopts new product launching or pricing strategy. Hoverer consumer, as always, is the most essential asset to an enterprise (brand). Therefore, a brand should make not only consumer to feel good upon the consumption, but should also make good use of social media it can be used to interact with its consumers and provide the information of a brand more rapidly and immediately. In this way, an enterprise (brand) could fulfill the substantial needs of consumers and also keeps its own competitive advantage, eventually results in sustainable development of the business. 　　This study focuses on the relationship among the characteristics of social media, brand identification and purchase intention. Timeless Truth Mask, a successful brand using social marketing to achieve brand loyalty successfully which was introduced in the TV show People of TVBS, was the subject in this study. Participants in the survey were consumers who know the brand through the social media, and 340 copies of the questionnaire were valid. The following results were found. (1) Characteristics of social media have significant impact on brand identification. (2) Brand identification has significant impact on purchase intention. (3) Brand identification has mediating effect between characteristics of social media and purchase intention.