| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系 === 106 === In recent years, social media has begun to thrive, more and more companies have started to use social media as online marketing tools. Although social media is convenient, it is also accompanied by many risks. Companies concern that when using social media, they must publish all of the information in front of the users from social media. It may bring risks to the company, such as time-loss risk, financial risk, performance risk, reputation risk, and so on.
This study uses a semi-structured in-depth interview method to discuss with two startup companies in Taiwan. Exploring that when companies adopt social media as marketing tools, they will be affected by the risks of social media. Moreover, discussing whether procedural control and proactive focusing can effectively manage the perceived risks faced by the companies.
The research results show that time-loss and reputation risks negatively impact the company’s use of social media, financial and performance risks will bring partial negative impacts. In the methods of managing risks, procedural control and proactive focusing have a positive impact on the company’s use of social media.
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