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URN etd-0210114-003619 Statistics This thesis had been viewed 844 times. Download 0 times. Author Tzu-Ning Chou Author's Email Address No Public. Department Information Management Year 2013 Semester 1 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 82 Title Understanding the Impact of Experiential Marketing on the Maintenance of Online Brand: The Empirical Study of Brand Communities in Facebook Keyword Online brand Experiential marketing Brand community Brand relationships Brand relationships Brand community Experiential marketing Online brand Abstract According to official statistics from Facebook in September 2012 global annual number of active users has reached 1 billion people. In the Asia-Pacific region, there are about 340 million active users and an annual rate of 33% among the proportion continues to grow, becoming the best virtual community media representatives. The power of social media has spread from the user of community to enterprises, enterprise through games, video, punch and other promotional marketing way interact with the user, attract the attention of potential customers and enhance the brand relationship. Wall Street Journal pointed out that Asia's 200 major indicators of enterprises, more than 80% of the enterprises in the social media exposure, and in 2010 has been substantial growth compared to about 40%. Social media is not only an indispensable channel of communication between people, but also the most direct and important interactive platform between online brands and consumers. Therefore, this research Social media based band communities through experiential marketing impact on consumer value, to explore the relationship between social media users and online brands.
Using an online survey based on My Survey (www.mysurvey.tw), the research collected data from used virtual community users. The research sample comprises 284 respondents. Analysis tools are used SPSS 18.0 and Smart PLS 2.0 software. A partial least square (PLS) model serves the purpose of hypothesis testing. The result show that : (1) Experiential marketing in social media based band communities significant impact on Aesthetics, Playfulness, Consumer Return on Investment and Service Excellence. (2) Aesthetics, Consumer Return on Investment and Service Excellence significant impact on Satisfaction. Playfulness and Satisfaction has a positive relationship, but no significant effect. (3) The results produced a positive experience Satisfaction and Continued Intention, significantly affect the relationship between users and online brand. Social media based band communities through innovative experiential marketing can affect the value of the consumer. Understanding the consumer's mind and enhance satisfaction. Create consumers' willingness continued use and maintain stable brand relationships. Hope that this research can provide online brand marketing and brand management recommendations, and provide directions for future research.
Advisor Committee Huei-Huang Chen - advisor
Shih-Chih Chen - advisor
Shu-Chiung Lin - co-chair
Files Date of Defense 2014-01-06 Date of Submission 2014-02-10