Research on the Marketing Practice on IG Social Media

• Main Authors: HUANG,CHU-ZHEN, 黃楚眞
• Other Authors: HSU,WEI-CHIH
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/xcfmww

碩士 === 國立高雄科技大學 === 創業管理碩士學位學程 === 107 === The Internet era has led to the creation of innumerable social media. More and more celebrities and even ordinary people start their own businesses on social media, profiting through creating their own brands based on their personal influence or sponsored products. Although there are many relevant literatures on social media management and shopping guides, the actual practice of social media management is still difficult for beginners due to the lack of empirical experience. Therefore, this study conducted literature review and IG case reviews to understand the practical practice of shopping guide of these cases. The process from the initial exploration to final completion of shopping guide is summarized as the management steps of social media. This process is divided into the preparation stage, management stage, shopping guide stage and maintenance stage. A fan page was managed for this study to empirically apply the proposed steps in each process. The management steps were under constant modification based on data such as post reach, platform diversion, and percentage of shopping guide. Verification for the purpose of shop guide was conducted for the proposed steps. Our results showed that more market and customer response or data analysis is needed for this verification. Although our study findings are no guaranteed solution, they save the exploration time for business starters on social media and those without experience in shopping guide. Finally, the empirical experience is summarized for the reference of those who wish to start their business on IG.