Differences between Domestic and International Brand Page Management in the Context of Facebook: in the Department Store Industry

• Main Authors: Chien-Hsing Yu, 余建興
• Other Authors: Celeste See-Pui Ng
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/5jf46s

碩士 === 元智大學 === 資訊管理學系 === 106 === The chairman of Taiwan's renowned department stores believes that the rise of social networks has created a "retail community” trend. This research uses three USA fan pages and two Taiwan fan pages as the research targets, analyzes these five cases’ fan page for a duration of one-year fan page post data, and uses a social media analysis tool to crawl the Taiwan and USA outstanding fan page. The differences between these two groups are used to verify the research result. This study takes two groups of excellent and non-excellent fan pages, consisting of six USA and four Taiwan fan pages to analytze the interaction rate peaks during the Christmas and Chinese New Year period. This study crawls one month of data for analysis and validation, and presents the results of the analysis using the Tableau software that visualizes the data. The differences found in these two groups are as follows: (1) USA fan pages support lesbian, gay, bisexual and transgender (LGBT) with parades and posts, but Taiwan has not accepted gay-related issues; (2) USA fan pages have exclusive online stores combined with social media to make fans more convenient to shop, (3) the USA fan pages provide non enterprise related additional value and lets the fans in the online community to produce various public welfare values. This research suggests that the social media management of department stores in Taiwan and USA is mainly different in the social issues and the value of charity. This is what the department store fan pages in Taiwan should be improving.