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    Title: Facebook官方粉絲專頁對企業聲譽之效果研究:以權證價值理論與羊群效應理論探討
    The Effects of Corporate Facebook Pages on Corporate Reputation: From the Perspectives of Warranting Principle and Herd Behavior
    Authors: 黎淑玲
    Lai, Shuk Ling
    Contributors: 陳憶寧
    Chen, Yi Ning
    黎淑玲
    Lai, Shuk Ling
    Keywords: Facebook官方粉絲專頁
    企業聲譽
    權證價值理論
    羊群效應理論
    社群媒體
    餐廳
    Corporate Facebook Pages
    Corporate reputation
    Warranting principle
    Herd behavior
    Social media
    Restaurant
    Date: 2016
    Issue Date: 2016-08-22 13:45:20 (UTC+8)
    Abstract: 社群媒體的興起不但改變了人們互動的方式,同時改變了企業的傳播溝通策略。愈來愈多公司企圖透過社群媒體如Facebook、Twitter等讓消費者加入線上討論,從而加強企業聲譽。Facebook於2007年推出之官方粉絲專頁功能被視為最受歡迎及最有商業潛力的營銷工具,不少餐飲服務品牌加入使用社群媒體與消費者溝通的行列,讓消費者能於線上為其他提供意見及改善建議。然而,過往針對社群媒體環境上企業聲譽管理的研究有限,於Facebook官方粉絲專頁上企業提供的資訊與消費者提供的資訊如何影響企業聲譽並未被探討。
    根據權證價值理論與羊群效應理論,本研究將採用實驗法,探討及比較餐廳的Facebook官方粉絲專頁上的官方資訊(企業生產的內容)與消費者評論(消費者生產的內容)對企業聲譽之差異,並探究內容的受贊同的程度如何影響以上內容對企業聲譽的影響。本研究目的為了解Facebook官方粉絲專頁上的企業聲譽管理策略,以及社群媒體環境中企業聲譽管理的特性與特徵。
    The rise of social media has changed the way people interact with each other and have also changed the corporate communication strategies of organizations. More and more companies are trying to get consumers engaged in online discussions by including social media like Facebook and Twitter in their communication strategy to enhance corporate reputation. Corporate Facebook Pages, a new feature introduced by Facebook in 2007, has emerged as a popular marketing vehicle for many companies and is regarded as the function with the highest commercial potential. Many food service businesses begin to utilize social media to communicate with consumers who are willing to engage online and provide opinions and suggestions about their performance. However, the research on corporate reputation management on social media context has been limited. A crucial question that has not been studied extensively is how the content generated by companies and consumers affect a company’s corporate reputation.
    An experimental design has been employed. Following the warranting principle and herd behavior theory, the results of this study show that official information (company-generated content) and consumer reviews (consumer-generated content) on restaurant Corporate Facebook Pages have different effects on corporate reputation. Moreover, it is found that the popularity of content affects the effect of the source of content on corporate reputation. Corporate reputation management strategies used on corporate Facebook Pages are identified, in order to gain an understanding of the specific features of reputation management in the social media context.
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    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    103464054
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103464054
    Data Type: thesis
    Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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