教師資料查詢 | 類別: 期刊論文 | 教師: 廖述賢 LIAO SHU-HSIEN (瀏覽個人網頁)

標題:Big data analytics for investigating Taiwan Line sticker social media marketing
學年108
學期1
出版(發表)日期2019/10/23
作品名稱Big data analytics for investigating Taiwan Line sticker social media marketing
作品名稱(其他語言)
著者Shu-Hsien Liao; Szu-Yu Hsu
單位
出版者
著錄名稱、卷期、頁數Asia Pacific Journal of Marketing and Logistics 32(2), p.589-606
摘要Purpose – Line sticker, a social media, it allows users to exchange multimedia files and engage in one-to-one
and one-to-many communication with text, pictures, animation and sound. The purpose of this paper is to
examine various Taiwan user experiences in the Line sticker use behaviors. Further, this research looks at
how the situations of Line sticker proprietors and their affiliates are disseminated for formulating social
media marketing (SMM) in its business model concerns.
Design/methodology/approach – This study examines the experience of various Taiwanese Line stickers
users utilizing a market survey, a total of 1,164 valid questionnaire data, and the questionnaire is divided into
five sections with 30 items in terms of the database design. All questions use nominal and order scales. This
study develops a big data analytics approach, including cluster analysis and association rules, based on a big
data structure and a relational database.
Findings – The authors divide Taiwan Line sticker users into three clusters by their profiles and then find
each group’s social media utilization and online purchase behaviors for investigating the Line sticker SMM
and business models.
Originality/value – This is the first study to offer a big data analytics to investigate and analyze the
varieties in the use of Line sticker by exploring users’ behaviors for further SMM and business model
development
關鍵字Social marketing; E-marketing; Database marketing; Media (new media)
語言英文(美國)
ISSN1355-5855
期刊性質國外
收錄於SSCI;ESCI;
產學合作
通訊作者
審稿制度
國別英國
公開徵稿
出版型式,電子版
相關連結
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