The Strategic Dimensions of Content Marketing for We-media Operators - A case study of Beauty YouTuber

• Main Authors: LIN, MENG-RU, 林孟儒
• Other Authors: CHANG, TSEN-YAO
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/wk5bn9

碩士 === 國立雲林科技大學 === 創意生活設計系 === 107 === The development of digital social media has been diversified and comprehensive today which has facilitated the buying decision process by providing the related information of a commodity through dynamic image that is more understandable compared with traditional and static descriptions of text. As the emerging of social video platform on YouTube, an active and popular YouTuber may engage in creating the image and promoting its contents in long term, and create as well as share business operating without interference by content marketing, then motivate the targeting audiences to share and buy. As the number of YouTuber is increasing year over year, audiences' reviews on the quality of operators are frequently seen on web's forum. Each review may easily cause group polarization effect, making the voice turned into yell and causing huge impact on the image of media. Therefore, the purpose of this study is to explore self-media and the construction of content strategies, as well as provide the strategic recommendations of self-media's content with the main target of beauty YouTuber. There are three stages planned for this research. The first stage focuses on gathering the related studies, papers, and the literature from the web. The second stage is to create the outline of interview and questionnaire by explore and analyze the documents acquired from the first stage to further discuss the value and strategies of operating media and content execution with the real case study; the questionnaire survey is also proceeded to explore to what extent the audiences are impacted by the media, and the data and coding is analyzed by applying the tool of service design and grounded theory. The third stage is then to summary the data for proceeding to cross analysis and come out the dimensions of operation we-media and content strategies.According to the results of this research, the operation strategies can be divided into 'characteristic background: YouTuber background, image strategy', 'content strategy: consolidating the basis of content, content changing, diversified channels', and 'make a performance: interested parties, resource application'. These four categories are then used to establish the dimensions which show that there are continual impact and diversified interactions of the self-media, audiences, and interested parties. The results are provided as references for those who would like to be the we-media operator and for planning the content to facilitate the evaluation and planning of content market before implementation.