請用此 Handle URI 來引用此文件: http://hdl.handle.net/11455/21131
標題: The Impacts of Viral Marketing on Virtual Community
病毒行銷對建構虛擬社群之影響
作者: Lin, Yang-Kuang
林洋廣
關鍵字: facebook
臉書
virtual community
viral marketing
虛擬社群
病毒行銷
出版社: 企業管理學系所
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Virtual communities and society: Toward an integrative three phase model. lnternattonal Journal of lnformatton Management, 17(4), 261-270. Rovai, A. P. (2002a). Building Sense of Community at a Distance. The International Review of Research in Open and Distance Learning Worldwide, 3(1). Rovai, A. P. (2002b). Sense of community, perceived cognitive learning, and persistence in asynchronous learning networks. The Internet and Higher Education, 5(4), 319-332. Williams, R. L., & Cothrel, J. (2000). Four smart ways to run online communities. Sloan Management Review, 41(4), 81-91. Woerndl, M., Papagiannidis, S., Bourlakis, M., & Li, F. (2008). Internet-induced marketing techniques: Critical factors in viral marketing campaigns. International Journal of Business Science and Applied Management, 3(1), 34-45. (三) Electronic Resources Adler, R. P., & Christopher, A. J. (1998). Internet Community Primer Overview and Business Opportunities. from http://www.digitalplaces.biz/pages/primer_00_toc.html Barnes, N. G. (2008). Exploring the link between customer care and brand reputation in the age of social media research study. from http://www.lulu.com/items/volume_64/5371000/ 5371409/1print/Nuance_Final.pdf Barnes, N. G., & Mattson, E. (2008). Social media in the Inc. 500: The first longitudinal study. from http://www.umassd.edu/cmr/studiesresearch/blogstudy5.pdf faberNovel. (2007). Social network websites: best practices from leading services. from http://www.fabernovel.com/socialnetworks.pdf Howard, T. (2005). ''Viral'' advertising spreads through marketing plans. from http://www.usatoday.com/money/advertising/2005-06-22-viral-usat_x.htm Rayport, J. (1996). The Virus of Marketing. from http://www.fastcompany.com/magazine/06/virus.html Saatchi. (1998). The Saatchi and Saatchi awards. from http://www.saatchi-saatchi.com/inNovation/shocked/intro.html Wikipedia. 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摘要: Web2.0 as new generation of Internet brings three different aspects of marketing: innovative forms of media, centralizing environment of community and viral marketing concept. Because of the spirit of participation and sharing, users become more closely and generate more power. Social networking service (SNS) based on the Internet as a platform for users to pass messages allows users to interact. SNS provide a wide range of functions often include instant messaging, offline messages, photos, videos, file sharing, Blog and discussion group and so on. Web2.0 also brought word-of-mouth the concept of viral marketing that consumers can not only take the initiative to obtain information through the Internet, they can also publish information as the main node to share information with more consumers. Information released is changing from the former B2C model (released by the firm to the consumer) to B2C2C mode (after releasing to consumers by the firm, consumer publish to and share with consumer). In view of the virtual community can bring new hope for the manufacturers, this study use 7-ELEVEN Fan Page for case analysis. First, after gather information, list articles posted by 7-ELEVEN Fan Page, and analyzed, summarized to form the elements of virtual community. Second, observe and analyzed the process of building a virtual community in viral marketing perspective. Third, discuss the viral marketing effect for the construction of the virtual community. Finally, propose how to use viral marketing to create a virtual community. Hope for the manufacturers, marketing personnel to provide a new operating direction and the construction method of the virtual community.
Web2.0作為網際網路全新的世代,在行銷方面帶來三個的不同:創新的媒介形式、集中的社群環境以及病毒式行銷概念。參與及分享的精神,讓網民間有更緊密的連結,並產生更強大的力量。社交網路服務(Social Networking Service,SNS)基於網際網路,作為網民傳遞訊息的平台,提供各式各樣讓使用者互動的方式,其功能通常包括即時訊息、離線訊息、照片、影片、檔案分享、Blog及討論群組……等。Web2.0還為口碑傳播帶來了病毒式行銷的概念,消費者不僅可以通過網路主動獲取信息,還可以作為發佈信息的主體,與更多的消費者分享信息。信息發佈由從前的B2C模式(由商家向消費者發佈),轉化為B2C2C模式(由商家向消費者發佈之後,消費者向消費者發佈與共用)。 有鑑於虛擬社群能為廠商帶來的新希望,本研究以7-ELEVEN粉絲團進行個案分析。首先在蒐集資料後,列出7-ELEVEN粉絲團歷來在facebook上張貼的文章,並加以分析、歸納出虛擬社群形成之要素。接著以病毒行銷的角度觀察7-ELEVEN粉絲團,在建構虛擬社群的過程中所採取的行銷策略,並進行分析。然後針對病毒行銷對於建構虛擬社群之影響,進行深入的探討。最後,再提出如何運用病毒行銷來建立虛擬社群之想法。希望可以為廠商、行銷人員提供一套新的經營方向與建構虛擬社群之方法。
URI: http://hdl.handle.net/11455/21131
其他識別: U0005-0906201100551600
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-0906201100551600
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