Strategies of brand-name firms for social media platforms

• Main Authors: Rui-Ting Zhang, 張睿廷
• Other Authors: Yi-Ju Lo
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/cf69jt

碩士 === 元智大學 === 經營管理碩士班(企業管理與服務科學學程) === 105 === This study explores the strategy of brand-name firms on social media platforms. Reviewing the literature of network platform, symbolic interactionism, and cultural consumption, this study suggests that cultural value can be seen as a critical perspective on a firm’s strategy of social media platforms. Using the fans’ webpage of Louis Vuitton on Facebook as an empirical setting, this study finds that the specific cultural value of Louis Vuitton leads to different extent which users show their likeness and interactive orientation. Therefore, this study proposes that the strategy of brand-name firms on social media platforms should include the perspective of cultural value so as to enhance the firm’s network effect along with the interactive nature of the platform.