Successful Marketing Model of Internet Celebrity: A Case Study of Taiwan’s Top Ten On-line Searched YouTubers in 2017

• Main Authors: Tsung Chin, 金宗
• Other Authors: Yi-Chung Cheng
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/nkvrc7

碩士 === 台南應用科技大學 === 國際企業經營系碩士班 === 106 === With the advancement and development of technology, it has changed the way people used to access the internet; hence, resulting in a significant decrease in internet usage fees. Nowadays, more and more people have switched from browsing the internet via computer to utilizing their smartphones for watching and uploading videos. Among many video-sharing platforms, YouTube has remained one of the most popular choices for people to use. Because of YouTube’s free service in uploading, viewing, and sharing videos, it is no wonder that this platform has gained both a high popularity ranking and can be said to have an effective advertising strategy. To illustrate how YouTube plays such a key role in everyday life, the rise of internet sensations can be said is the result of YouTube, seeing that before they became popular, they were only ordinary but yet talented people. This research uses both the content analysis and the focus interview methods to analyze the principle of internet marketing, as well as to discuss 2017''s top ten most popular Taiwanese YouTube accounts and their ten most widely viewed videos. When analyzing these videos and their film type, we will also examine why viewers prefer these types and the reason for their addiction. In doing so, our findings can help employees and companies in the fields of online marketing, online community media operations, and word of mouth operations, as well as provide some insight on both social media engagement and brand management.