Discord對品牌參與度影響要素調查

Abstract

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This thesis investigates the factors shaping customer engagement on Discord, an interactive online social media platform. Through the lens of Uses and Gratifications theory, the study explores the impact of social factors, user-based aspects, firm-generated information, co-creation values, and brand relationships on users' engagement with brands on Discord and its subsequent influence on brand equity. Using a quantitative approach, the research surveyed 184 active Discord users aged 18 to 44 who have encountered branded content. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0, the analysis demonstrated significant links between user-based factors, firm-generated information, co-creation values, and brand relationships with customer engagement. However, social-based factors were not found to significantly affect engagement motivations. Notably, customer engagement was revealed to positively impact brand perceptions, thereby enhancing brand equity. The implications of these findings extend to both academia and industry, offering insights for marketing and brand managers. The study underscores the importance of cultivating user motivations and fostering strong customer-brand relationships on Discord to enhance brand equity.