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標題: The Impacts of Viral Marketing on Virtual Community
作者: Lin, Yang-Kuang
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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Psychological sense of community at work: A measurement system and explanatory framework. Journal of Community Psychology, 26(6). Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J., & Vanwijk, R. (2007). Why pass on viral messages? Because they connect emotionally. Business Horizons, 50(4), 291-304. Dobele, A., Toleman, D., & Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons, 48(2), 143-149. Etzioni, A., & Etzioni, O. (1999). Face-to-face and computer-mediated communities, a comparative analysis. The Information Society, 15(4), 241-248. Ferguson, R. (2008). Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing. Journal of Consumer Marketing, 25(3), 179-182. HagelⅢ, J., & Armstrong, A. (1996). The Real Value of On-Line Communities. Harvard Business Review, May-June. Igbaria, M., Shayo, C., & Olfman, L. (1999). On becoming virtual: The driving forces and arrangements. 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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)。
其他識別: U0005-0906201100551600
Appears in Collections:企業管理學系所

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