自媒體與數位行銷策略對品牌認知度及消費者行為之影響：以社群平台為例

Abstract

在數位科技與社群平台蓬勃發展的趨勢下，企業行銷策略逐漸轉向強調顧客參與、媒體適配與內容共創，自媒體與數位行銷策略成為品牌經營的重要手段。本研究以質性訪談法探討自媒體如何在社群平台上影響品牌認知與消費行為，並結合顧客參與理論與媒體適配理論之研究架構，建構本研究分析基礎。研究透過深度訪談數位行銷顧問與自媒體經營者，運用主題分析法歸納實務操作邏輯與參與機制。 研究結果發現，自媒體能提供品牌與消費者之間主動溝通的管道，促進訊息傳遞與情感連結；平台特性與內容格式之間的適配程度，對於顧客參與強度與品牌共鳴具有顯著影響；此外，使用者生成內容（UGC）與演算法推薦機制共同作用，強化品牌能見度與忠誠度。然而企業在操作層面仍面臨KPI難以量化、內容疲乏與互動誘因不足等挑戰，顯示數位行銷策略須整合平台特性與參與設計，方能有效累積品牌權益與提升消費者行為轉換率。 本研究結果可作為企業制定社群平台行銷策略與自媒體經營方向之參考，並補充既有文獻對自媒體於品牌建構與參與設計之理解。

With the rapid advancement of digital technology and social platforms, corporate marketing strategies are increasingly shifting toward customer engagement, media appropriateness, and co-creation of content. Self-media and digital marketing have become crucial tools for brand development. This study uses qualitative interviews to explore how self-media influences brand awareness and consumer behavior on social platforms, supported by an analytical framework that integrates Integrated Marketing Communications (IMC), Customer Engagement Theory, Media Appropriateness Theory, and Brand Equity Theory. Through in-depth interviews with digital marketing consultants and self-media operators, this research adopts thematic analysis to summarize practical strategies and engagement mechanisms. The findings reveal that self-media facilitates proactive brand-consumer communication and emotional connection. The appropriateness between content format and platform characteristics significantly impacts engagement strength and brand resonance. Moreover, the interplay between user-generated content (UGC) and algorithmic recommendation systems enhances brand visibility and loyalty. Nevertheless, companies still face challenges such as ambiguous KPIs, content fatigue, and lack of interactive incentives. These results suggest that successful digital marketing requires integrated design of platform strategies and user engagement to effectively build brand equity and influence consumer behavior. This study contributes to the literature by enhancing the understanding of selfmedia's role in brand development and provides practical insights for enterprises formulating social media strategies.