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系統識別號 U0002-1606202009583500
中文論文名稱 探討透過社交媒體廣告以招聘員工之關係: 以Instagram為例
英文論文名稱 Hiring employees among Instagram users by using social media advertisements
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 2
出版年 109
研究生中文姓名 王馬丁
研究生英文姓名 Marton Besze
學號 608585534
學位類別 碩士
語文別 英文
口試日期 2020-05-27
論文頁數 87頁
口試委員 指導教授-楊斯琴
委員-李旭華
委員-Sonia Capelli
中文關鍵字 社交媒體招聘  國際人力資源管  Instagram  抵抗  社交媒體廣告  電子招聘 
英文關鍵字 Social media recruitment  International Human Resources Management  Instagram  Resistance  Social media advertisement  E-recruitment 
學科別分類
中文摘要 本研究目的為探討Instagram用戶對於透過社群廣告上的網路招聘所產生的抵制行為,因為Instagram本質上主要是個人社交媒體平台。此研究除了分析Instagram用戶對於這類型的招聘廣告之想法,也對用戶與其密切相關之行為進行研究。研究方法是基於定量方法,特別著重在一個國際性的網路問卷調查,藉由詢問用戶其使用行為、持有帳戶之種類維和、擁有假帳號之可能性、對於廣告與社群招募之態度、隱私性以及抵制的可能性。本研究結果可以為公司提供一個有效與具備良好架構的招募策略之基礎。
英文摘要 This research investigates the resistance of Instagram users to online recruitment via social media advertisements on Instagram, because of Instagram’s nature of being a primarily personal social media platform. Our study analyses what Instagram users’ opinion is about a possible online recruitment process conducted via advertisements on the platform, also analyses their behavior and practices closely linked to online recruitment advertisements. The research is based on a quantitative method, more specifically on an international-level online survey which asks users about their practices, accounts, possible possession of fake accounts, their attitude towards advertisements and social media recruitment, their privacy issues and possible resistance. The results of the study can serve as the basis to create an efficient and well-structured recruitment strategy for Instagram.
論文目次 I. Acknowledgement I
II. Chinese Abstract II
III. English Abstract III
List of Figures VI
List of Tables VII
IV. Thesis 1
CH1: Introduction 1
CH2: Research Question 3
CH3: The case firm 10
3.1 The History of Instagram 10
3.2 Key aspects of the Instagram platform 12
3.2.1. Main feed 12
3.2.2. Users’ profile 12
3.2.3. Instagram Stories 13
3.2.4. Direct Messaging 14
3.2.5. Hashtag system 14
3.2.6. IG TV 14
3.2.7. Advertisements 15
3.2.8. Professional account 16
CH4: Literature review 17
4.1 Important definitions 17
4.2 Benefits of social media recruitment via advertisements 19
4.3 Challenges of social media recruitment via advertisements 21
4.4 The user’s perception on social media, on advertisements and recruitment 25
CH5: Methodology 32
5.1 Methodological approach 32
5.2 Methods of data collection 34
5.3 Questionnaire design 36
5.4 Methods of analysis 38
CH6: Results and Discussion 40
6.1 Population structure 40
6.2 Approval or disproval of the problem 46
6.3 Further implications 56
6.4 Summary 60
CH7: Conclusion 61
7.1 Ending 61
7.2 Managerial implication 62
7.3 Limitations 63
V. References 64
VI. Appendix I. 74
VII. Appendix II. 83


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