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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 林俊昇(Jiun-Sheng Chris Lin) | |
dc.contributor.author | Chia-Chi Lin | en |
dc.contributor.author | 林家琪 | zh_TW |
dc.date.accessioned | 2021-06-08T04:02:03Z | - |
dc.date.copyright | 2018-08-13 | |
dc.date.issued | 2018 | |
dc.date.submitted | 2018-08-07 | |
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/22092 | - |
dc.description.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。 | zh_TW |
dc.description.abstract | 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. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T04:02:03Z (GMT). No. of bitstreams: 1 ntu-107-R05724061-1.pdf: 753114 bytes, checksum: 0b1c3e3a27068f473491cbbf2966b623 (MD5) Previous issue date: 2018 | en |
dc.description.tableofcontents | 謝辭 i
摘要 ii Abstract iii 目錄 iv 圖目錄 v 表目錄 vi 第一章 緒論 1 第一節 研究動機 1 第二節 研究流程 3 第二章 文獻探討 4 第一節 社群媒體與主題標籤 4 第三章 研究方法 9 第一節 質性訪談 9 第二節 研究流程 11 第三節 研究對象 12 第四節 訪談大綱 14 第四章 研究發現 15 第一節 主題標籤之資訊分享與搜尋功能 15 第二節 使用主題標籤之動機 17 第三節 使用者追蹤主題標籤之動機與影響因素 22 第五章 結論與建議 27 第一節 研究結論與貢獻 27 第二節 管理意涵 28 第三節 研究限制與未來發展 29 References 30 中文參考目錄 34 | |
dc.language.iso | zh-TW | |
dc.title | Instagram主題標籤行銷應用之探討 | zh_TW |
dc.title | Exploring the Hashtag Marketing in Instagram | en |
dc.type | Thesis | |
dc.date.schoolyear | 106-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 黃恆獎(Heng-Chiang Huang),陳思寬(Shi-Kuan Chen) | |
dc.subject.keyword | Instagram,主題標籤,追隨,標記動機,資訊, | zh_TW |
dc.subject.keyword | Instagram,hashtag,follow,motivation, | en |
dc.relation.page | 34 | |
dc.identifier.doi | 10.6342/NTU201802494 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2018-08-07 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
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