隨著社群網站的普及與盛行，越來越多人透過線上社群獲得品牌訊息，因此近年來企業紛紛於社群網站上成立品牌社群，一方面希望透過品牌社群讓口碑行銷效應加乘，提升品牌知名度，另一方面更期望透過品牌社群，維持客戶的品牌忠誠度。儘管社會網絡被視為是品牌管理的關鍵因素，但過去品牌管理的文獻少有研究運用網絡觀點探討線上品牌社群的互動結構與互動類型。為了瞭解不同邏輯型思維營運的企業，於線上品牌社群的經營操作上是否存有差異，本研究以台灣兩大機車品牌GOGORO（服務主導邏輯型企業）與KYMCO（商品主導邏輯型企業）之Facebook粉絲專業為研究對象。運用社會網絡分析與內容分析，來描繪並比較GOGORO與KYMCO線上品牌社群的經營樣貌。預期透過兩間企業個案的對照，為品牌管理提出實務上的建議。研究結果發現不同邏輯型思維營運的企業對於價值的態度，會反映在線上品牌社群的互動上。

With the proliferation of social networking sites, online brand communities (OBC) have played a significant role in both brand perception and marketing. Contemporary enterprises are devoted to building, promoting and managing OBC, eager to cultivate loyal end customers. Although social network has been claimed as a critical factor in brand management, few studies investigated OBC from a network perspective. In addition, this study attempts to figure out the operational difference under the S-D logic enterprise and the G-D logic enterprise.
This study compares and contrasts the interaction patterns of OBC with an emphasis on interaction structures and types between two distinct Taiwanese scooter brands GOGORO (S-D logic oriented enterprise) and KYMCO (G-D logic oriented enterprise). These two brands were chosen because of the uniqueness, feasibility and nature of the study. Combined with social network analysis and content analysis, this exploratory study collects observational data from the Facebook social networking site. By triangulating findings from different methods, the expected results reveal practical implications, which shed light on OBC management.

Brodie, R. J., Brodie, Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer
engagement in a virtual brand community: An exploratory analysis. Journal
of business research, 66(1), 105-114.
Butts, C. T. (2008). Social network analysis: A methodological introduction. Asian
Journal of Social Psychology, 11(1), 13–41.
Cole F.L. (1988) Content analysis: process and application. Clinical Nurse Specialist,
2(1), 53–57.
Elo, S., Kyngäs, H. (2008). The qualitative content analysis process. Journal of
advanced nursing, 62(1), 107-115.
Fournier, S. (2009). Getting Brand Communities Right. Harvard Business Review,
87(4)
Gamboa, A. M., Gonçalves, H. M. (2014). Customer loyalty through social networks:
Lessons from Zara on Facebook. Business horizons, 57(6), 709-717.

Gensler, S., Völckner, F., Liu-Thompkins, Y. and Wiertz, C. (2013) Managing brands
in the social media environment. Journal of Interactive Marketing, 27 (4):
242–256.
Goh, K., Heng, C., Lin, Z. (2013). Social Media Brand Community and Consumer
Behavior: Quantifying the Relative Impact of User- and Marketer-
Generated Content. Information Systems Research, 24(1), 88-107.
Grönroos, C., Ravald, A. (2011). Service as business logic: implications for value
creation and marketing. Journal of Service Management, 22(1), 5-22.
Habibi, M. R., Laroche, M., Richard, M. (2014). Brand communities based in social
media: How unique are they? Evidence from two exemplary brand
communities. International journal of information management, 34(2), 123-
132.
Jang, H., Olfman, L., Ko, I., Koh, J., & Kim, K. (2008). The influence of on-line
brand community characteristics on community commitment and brand
loyalty. International Journal of Electronic Commerce, 12 (3), 57-80.
Jung, N. Y., Kim, S. (2014). Influence of consumer attitude toward online brand
community on revisit intention and brand trust. Journal of retailing and
consumer services, 21(4), 581-589.
Kassarjian, H.H. (1977). Content Analysis in Consumer Research. The Journal of
consumer research, 4(1), 8.
Marchi, G., Giachetti, C., de Gennaro, P. (2011). Extending lead-user theory to online
brand communities: The case of the community Ducati. Technovation,
31(8), 350-361.
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building Brand
Community. Journal of Marketing, 66(1), 38
McMillan D. W., Chavis D. M. (1986). Sense of community: A definition and theory.
Journal of Community Psychology, 14, 6-23.
Merz, Merz, M. A., He, Yi., & Vargo, S. L. (2009). The evolving brand logic: a
service-dominant logic perspective. Academy of Marketing Science Journal,
37(3), 328-344.
Muniz, AM., O'Guinn, TC. (2001). Brand community. The Journal of consumer
research, 27(4), 412-432.
Perks, H., Gruber, T., Edvardsson, Bo. (2012). Co-creation in Radical Service
Innovation: A Systematic Analysis of Microlevel Processes. The Journal of
product innovation management, 29(6), 935-951.
Prezza, M., Costantini, S. (1998). Sense of community and life satisfaction:
investigation in three different territorial contexts. Journal of community &
applied social psychology, 8(3), 181-194.
Relling, M., Schnittka, O., Sattler, H., & Johnen, M. (2016). Each can help or hurt:
Negative and positive word of mouth in social network brand communities.
International journal of research in marketing, 33(1), 42-58.
Schouten, J. W., & McAlexander, J. H. (1995). Subcultures of consumption:
An ethnography of the new bikers. Journal of Consumer Research, 22(1),
43–61.
Tsai, W. S., Men, L. R. (2017). Consumer engagement with brands on social network
sites: A cross-cultural comparison of China and the USA. Journal of
marketing communications, 23(1), 2-21.
Vargo, S. L., Akaka, M. A. (2009). Service-Dominant Logic as a Foundation for
Service Science: Clarifications. Service science, 1(1), 32-41.
Vargo, S. L., Maglio, P., & Akaka, M. A. (2008). On value and value co-creation:
A service systems and service logic perspective. European management
journal, 26(3), 145-152.
Wellman, B. (1983). Network Analysis: Some Basic Principles. Sociological Theory,
1, 155-200.
Zaglia, M.E. (2013). Brand communities embedded in social networks. Journal of
business research, 66(2), 216-223.
Degenne, A., Forse, M., Forsé, M. (1999). Introducing Social Networks.
Market Intelligence & Consulting Institute. (2014). Retrieved December 15, 2016,
from https://mic.iii.org.tw/micnew/IndustryObservations_PressRelease02.as
px?sqno=374