A Message Perspective on Virtual Community Marketing Strategy

• Main Authors: LIANG, CHEN-LONG, 梁陳龍
• Other Authors: Guan, Jyh-Liang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/fhh9z5

碩士 === 國立宜蘭大學 === 應用經濟與管理學系經營管理碩士班 === 106 === More and more people rely on internet for living and social media has become a new type of media nowadays. Consumers may obtain product information, sensory experience, or some kind of social support by engaging in specific virtual communities. As a result, social media become excellent vehicles for fostering relationships between marketers and customers. In addition, the social media platform itself can be seen as a commercial brand, requiring a rigorous community marketing strategy for maximized revenue. The most different between the social media and traditional media is the way of interaction between marketers and consumers. Traditional media adopts unilateral communication, but the operation of virtual communities depends on the interaction frequency and message contents. According the source credibility model of Ohanian (1990), this study examines marketing strategies in virtual communities from message perspective and expects to explore what characteristics of virtual community messages could effectively increase the engagement and loyalty of members in the community. From 203 respondents empirical survey and with structural equation modeling, the results indicate that message content quality and source credibility increase engagement of members. Furthermore, member’s engagement increases loyalty in the virtual community.