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研究生： 伊瑟
Ilse Fortin Duarte
論文名稱： ANALYSIS OF FACEBOOK'S SOCIAL INFLUENCE ON A BUSINESS PERSPECTIVE
指導教授： 王俊程
Wang, Jyun-Cheng
口試委員:
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 國際專業管理碩士班
International Master of Business Administration(IMBA)
論文出版年： 2010
畢業學年度： 98
語文別： 英文
論文頁數： 48
中文關鍵詞： Facebook 、Social Influence 、Social Networks
相關次數： 點閱：88  下載：0 
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    • Abstract
    Studies have being conducted over the years on consumer behavior towards social influence and how this affects the purchasing decisions on consumers. Marketers have being trying to get the best advantages on these social influences; however it has being proven that many factors may be influential which makes it harder for marketers. Nowadays, with the rise of technology and social networks, social influences can bring a new possibility into the advertising strategies. Considering Facebook is ranked currently as the biggest social network worldwide, marketers are focusing on strategies to take a benefit out of it without really making the desirable results yet. This study is aiming to finds factors that may benefit the advertising strategies using social influences on Facebook, conducting some experiments based on two local restaurants where the results may point into factors to consider on whom and how to market on a social influence approach.

    Table of Content Contents ABSTRACT I ACKNOWLEDGEMENT II TABLE OF FIGURES V TABLE OF TABLES VI CHAPTER 1 - INTRODUCTION 1 1.1 PURPOSE OF THE STUDY 2 1.2 SCOPE OF THE STUDY 3 CHAPTER 2 – LITERATURE REVIEW 4 2.1 SOCIAL INFLUENCES 4 2.1.1 Influential behavior 4 2.1.2 Social Influence on Social Networks 5 2.2 ADVERTISING ON SOCIAL NETWORKS 7 2.2.1 Advertising on Social Networks 7 2.2.2 Word-of-Mouth (WOM) 8 2.3 FACEBOOK 10 2.3.1 Facebook overview 10 2.3.2 Facebook’s growth 11 2.3.3 Facebook from the business perspective 13 CHAPTER 3 – RESEARCH METHODOLOGY 15 3.1 DATA COLLECTION 15 3.2 CASE SELECTION 16 3.3 GENERAL STRATEGY 17 3.4 TEST EXPERIMENT “LATIN FOOD STAND” 20 3.4.1 Present the experiment 20 3.4.2 Strategy 21 3.4.3 Outcomes 21 3.4.4 Conclusions 22 CHAPTER 4 – CASE STUDY “TACO HOUSE” 23 4.1 RESTAURANT’S BACKGROUND 23 4.2 OUTCOMES OF THE EXPERIMENT 23 CHAPTER 5 – CASE STUDY “金城廣東粥” 27 5.1 RESTAURANT’S BACKGROUND 27 5.2 OUTCOMES OF THE EXPERIMENT 27 CHAPTER 6 – CONCLUSIONS 31 6.1 DISCUSSION AND CONCLUSIONS 31 6.2 SUGGESTIONS 36 6.3 LIMITATIONS 38 REFERENCES 40 APPENDIX 44 APPENDIX 1: DATA COLLECTION SHEETS 44 APPENDIX 2: POST EXPERIMENT INTERVIEW QUESTIONS 45 APPENDIX 3: MESSAGE ON FACEBOOK 45 APPENDIX 4: TEST EXPERIMENT APPEARANCE ON FACEBOOK 46 APPENDIX 5: TEST EXPERIMENT APPEARANCE ON FACEBOOK 46 APPENDIX 6: TEST EXPERIMENT’S REACTIONS ON FACEBOOK ON THE EVENT’S WALL 47 APPENDIX 7: TEST EXPERIMENT’S REACTIONS ON FACEBOOK ON THE FOOD PRESENTATION 47 APPENDIX 8: FACEBOOK, SOCIAL MEDIA JUGGERNAUT (INFOGRAPHIC) 48   Table of Figures FIGURE 1 EXPERIMENT’S OVERVIEW 18 FIGURE 2 GRAPH OF THE RESULTS TACO HOUSE 24 FIGURE 3GRAPH OF THE RESULTS OF THE 金城廣東粥 28   Table of Tables TABLE 1 INTERVIEW’S INFORMATION 16 TABLE 2POINTS AWARDED FOR THE TACO HOUSE 24 TABLE 3 POINTS AWARDED FOR THE 金城廣東粥 29  

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