Instagram主題標籤行銷應用之探討

Abstract

主題標籤原先目的為對社群平台上的內容進行分類，方便使用者區分貼文內容，不過隨著時間的演進，主題標籤逐漸衍生分類以外的目的。隨著社群使用者大量使用主題標籤，廠商也開始透過主題標籤進行行銷，主題標籤行銷概念越發受到重視。2017年12月Instagram決定開放使用者追蹤主題標籤，意味能更主動地選擇欲接收的資訊。廠商將需思考該如何更有效地與使用者互動，吸引使用者追蹤主題標籤，讓社群影響力本研究將與7位受訪者進行深度訪談法，研究使用者透過主題標籤所獲取的資訊量、使用者使用主題標籤之動機、使用者追蹤主題標籤之動機。本研究結果發現使用者透過主題標籤能夠獲取更多真實資訊。使用者使用主題標籤的動機為自我表達、組織行為、尋找、學習、決策支援五項。主題標籤提供使用者更大的資訊選擇權，允許使用者以興趣或是社群為單位進行互動。而使用者追蹤主題標籤主要動機為是為兩者之間是否具有高連結性，且標記使用主題標籤人數將是使用者考量是否追蹤的因素之一。

Classify content on social media is the original purpose of the hashtag, which makes it easier for users to distinguish between posts. However, as time goes on, hashtag derived different features beyond classifying. With the wide use of the hashtag, the concept of hashtag marketing has been gradually emphasized, more and more firm are using the hashtag to improve their social engagement with users. In December 2017, Instagram opened a new feature, allowing users to follow the hashtag. Therefore, users could now follow things that they are most inert in, which means they will be receiving information more actively. Firms might need to come up with new ideas that attract the user to follow hashtag created by the firm. This study will conduct in-depth interviews with 7 interviewees. There are three findings in the study. First, users could gain trustable information from hashtag since hashtag is user-generated content. Second, the motivation for using hashtag could be divided into five different functions, self-expression, organizing, finding, learning, and decision support. Third, the motivation of the following hashtag based on users' interest and community goals, also the number of users may also affect users' follow intention.