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| 研究生： |
宋靖雅 Sung, Ching-Ya |
|---|---|
| 論文名稱： |
使用網紅與名人行銷予消費者感官差異及影響 The Differences and Effects in Leveraging Social Influencers and Celebrities Endorsements to Build Cosmetic Brands |
| 指導教授： |
洪順慶
Horng, Shun-Ching |
| 口試委員: |
賴香菊
Lai, Hsiang-Chu 白佩玉 Pai, Pei-Yu |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 企業管理研究所(MBA學位學程) Master of Business Administration Program(MBA) |
| 論文出版年： | 2019 |
| 畢業學年度： | 107 |
| 語文別： | 英文 |
| 論文頁數： | 64 |
| 中文關鍵詞： | 網紅 、藝人 、名人代言 、感官差異 、化妝品 |
| 外文關鍵詞： | Social Media Influencer, Celebrity, Endorsement, Consumer Perception, Cosmetics |
| DOI URL： | http://doi.org/10.6814/NCCU201900572 |
| 相關次數： | 點閱：236 下載：86 |
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本篇論文探討美妝企業應當如何衡量及區別使用傳統藝人亦或是網紅作為代言所於消費者感官上的差異。內文將用其發現延伸針對各面向提出建議，包括：(1) 如何於目標受眾進行溝通、(2) 如何提升品牌創新、(3) 如何提升消費者滿意度、(4) 如何建議良好的品牌形象。選擇正確的藝人或網紅代言將導出不同程度及層面的效益，而品牌應當綜合評估欲傳遞的訊息以及產品特質進行判別。
This dissertation is to examine how companies can use beauty bloggers or international celebrities to promote cosmetics brand to achieve different objectives including: (1) reach target market, (2) promote innovation, (3) enhance customer satisfaction, (4) establish brand image. It is vital that the brand find a way to market the product or service authentically while staying true to the brands’ vision and goal and resonate with the right consumers. Upon selecting the best fit marketing method, the brand should also evaluate thoroughly regarding the desired perceived product qualities by the consumer including example qualities listed in this study.
1 Introduction 5
1.1 Study Background 5
1.2 Purpose of the Thesis 6
1.3 Limitations 6
2 Literature Review 7
2.1 Social Media 7
2.2 Social Media Influencers 8
2.2.1 Type of Social Media Influencers 8
2.3 Influence Marketing 9
2.4 Consumer Purchase Decision Process 10
2.4.1 Need Recognition 11
2.4.2 Information Research 11
2.4.3 Pre-Purchase Alternative Evaluation 13
2.4.4 Purchase Decision 13
2.4.5 Post-Purchase Alternative Evaluation 13
2.5 The Rise of Celebrity Endorsement 14
2.5.1 The Influence of Celebrity Endorsement 15
2.6 The Rise of Social Media Influencers 15
2.6.1 The Influence and Contents of Social Media Influencers 15
2.6.2 The Change in Evaluations of Productions 16
2.7 Related Theories and Methodology 16
2.7.1 Associative Learning Theory 16
2.7.2 The Meaning Transfer Model 16
2.7.3 Balance Theory 17
3 Empirical Research 18
3.1 Qualitative and Quantitative Research 18
3.2 The Survey 18
3.3 The Interview 20
4 Results Analysis 21
5 Interview Summary 43
6 Ananlysis and Reflection 45
6.1 Applications 48
6.2 Limitations 48
7 Conclusion 49
APPENDIX
1 Survey Questionnaires 50
2 Interview Questionnaires 61
3 Reference 63
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