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系統識別號 U0002-0101202011380200
中文論文名稱 參與和在線購買的網紅行銷
英文論文名稱 Influencer Marketing on Engagement and Online Purchasing
校院名稱 淡江大學
系所名稱(中) 經營管理全英語碩士學位學程
系所名稱(英) Master's Program in Business and Management (English-Taught Program)
學年度 108
學期 1
出版年 109
研究生中文姓名 阮氏碧簪
研究生英文姓名 Nguyen Thi Bich Tram
電子信箱 nguyenbtram92@gmail.com
學號 606585411
學位類別 碩士
語文別 英文
第二語文別 中文
口試日期 2019-12-16
論文頁數 39頁
口試委員 指導教授-李旭華
委員-李旭華
委員-楊斯琴
委員-陳瑞陽
中文關鍵字 網紅行銷  網紅  社交媒體行銷  在線參與度  在線購買 
英文關鍵字 Influencer Marketing  Influencers  Social Media Marketing  Online Engagement  Online Purchases 
學科別分類
中文摘要 摘要:
正如我們所看到的,社交媒體的巨大擴展以及許多新的行銷策略和工具的發展,企業已經轉向以更個性化和有效的方式來吸引客戶,而不是帶有一般性信息的大規模付費廣告。這些策略之一是 網紅行銷,這是一種針對較小規模,更具體的目標客戶和個人的行銷策略。本文的目的是研究藉網紅行銷如何有助於品牌在參與度和購買方面的表現。為了進一步探討該主題,對有網紅行銷經驗或目前在越南胡志明市有影響力的人進行了七次親自定性採訪。在30-45分鐘的採訪中,討論主題包括社交媒體有影響力者的利益,品牌在選擇廣告系列的有影響力者時應考慮的標準。將定性訪談的見解與二次研究相結合,可以更好地理解社交媒體上有網紅行銷的出現。
英文摘要 Abstract:
As we have seen the enormous expansion of social media and the evolvement of the many new marketing strategies and tools, businesses have shifted to approach customers in a more personal and effective way instead of mass paid advertising with a general message. One of these strategies is Influencer Marketing, which is a marketing strategy that focuses on a smaller scale, more specific target customers and individuals. The purpose of this thesis is to investigate how Influencer Marketing helps brands’ performance in terms of engagement and purchases. To further explore this topic, seven inperson qualitative interviews were conducted over the span of a week with those who have influencer marketing experience or are currently influencers in Ho Chi Minh City, Vietnam.
During each 30-45 minute interview session, the discussion topics included the benefit of social media influencers, which criterias brands should consider while selecting an influencer for their campaign. Combining the insights from the qualitative interviews with secondary data analysis, a better understanding of the emerge of influencer marketing on social media is achieved.
論文目次 TABLE OF CONTENT


COVER………………………………………………………………………………..i
ABSTRACT (Chinese)..................................................................................................ii
ABSTRACT..…………………………………………………………………………iii
TABLE OF CONTENT...…………………………………………………………….iv
LIST OF FIGURES...………………………………………………………………….v
LIST OF FIGURES …………………………………………………………………..iv

Chapter one Introduction………………………………………………………………1

1.1 Research Background………………………………………………………………1
1.2 Research Motivation………………………………………………………………...4
1.3 Research Purposes…………………………………………………………………6
1.4 Scope of this study………………………………………………………………….6
1.5 Research Structure………………………………………………………………….6

Chapter two Literature Review………………………………………………………..7

2.1 Influencer Marketing…………………………………………………………..7
2.1.1. Definition of Influencer Marketing……………………………………..7

2.1.2. Benefits of Influencer Marketing……………………………………….9
2.1.2.1 Customer’s Trust…………………………………….………...10
2.1.2.2 More Customers Friendly…………………………………….11
2.1.2.3 Exceptional growing rate……………………………………..12
2.1.2.4 Better Return on Investment………………………………….12
2.1.1.5. Acquire better customers…………………………………….13
2.2 Online Engagement and Purchases…………….……………………………..14
2.3 Important factors that help brands choose the right influencers………………15
2.3.1 Reach……………………………..…………………………………….16
2.3.2 Target audience’s fit………………………………………..…………..16
2.3.3. Engagement……………………………………………………………17
2.3.4. Content Value………………………………………………………….17
2.3.5. Credibility……………………………………………………………...17

Chapter three Method………………………………………………………………...19

3.1 Method………………………………………………………………………..19
3.1 Case study…………………………………………………………………….19
3.2.1. Company’s profile.....……………………….........................................19
3.2.2. The Participants………………...……………………………………...20

Chapter four Influencer Marketing Insight…………………………………………...23

4.1 Influencer Marketing on increasing engagement and purchasing performance…..23
4.2 Six factors that helps brands choose the right influencers………………………..26
4.2.1 Reach……………………………..…………………………………….27
4.2.2 Engagement……….………………………………………..…………..28
4.2.3 Target Audience Fit………………………………………………..……29
4.2.4. Content Value………………………………………………………….30
4.2.5. Credibility……………………………………………………………...31
4.2.6. Brand’s objectives and budget…………………………………………33

Chapter five Conclusion and Discussion………………………………………..……34

REFERENCE………………………………………………………………………...36

LIST OF FIGURES



Figure 1. Number of social media users worldwide 2010-2021…………………………........1
Figure 2. Estimated Influencer Marketing Growth (YOY)………………………………..4
Figure 3. Influencer Marketing ROI compared to other channels……………………….5
Figure 4. Kylie Jenner’s post with HiSmile Sponsorship……………………..…………..9
Figure 5. Share of Influencers and the recommendation they generated……………..11 Figure 6. Fastest-growing online customer-acquisition method……………………….12
Figure 7. Revenue per $1 spent on influencer marketing……………………………….13
Figure 8. Quality of customers acquired through influencer marketing………………14
Figure 9. Performance Analysis on MisthyxGoute Campaign………………………….24
Figure 10. Performance Analysis on Snow Campaign…………………………………..25


LIST OF TABLES



Table 1. Profile of the participants………………………………………………………22

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