How the Stories Feature Based on Users’ Diverse Perspectives on Instagram Affects Coping Behavior and Consequent Effects
碩士 === 國立臺北大學 === 國際企業研究所 === 107 === This study is aimed to explore the relationship among peoples’ viewpoints, coping behavior and the effects of the Stories feature. In other words, the connection among “what audiences think”, “how they react” and “how the Stories feature work” will be investigat...
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| Format: | Others |
| Language: | en_US |
| Published: |
2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/s6j73q |
| Summary: | 碩士 === 國立臺北大學 === 國際企業研究所 === 107 === This study is aimed to explore the relationship among peoples’ viewpoints, coping behavior and the effects of the Stories feature. In other words, the connection among “what audiences think”, “how they react” and “how the Stories feature work” will be investigated in this study. The empirical outcomes illustrate that the third-person perception and the affect would have an impact on coping behavior. The assessment about the impact on self and friends, the primitive affect and the descriptive affect would influence positive coping behavior. The coping behavior would affect the
electronic word-of-mouth and the narrative persuasive effect. This study is expected to give suggestions and advices for companies which tend to spread official messages through the Stories feature so that they can fine-tune marketing strategy.
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