系統識別號 | U0002-2506201822474000 |
---|---|
DOI | 10.6846/TKU.2018.00774 |
論文名稱(中文) | 以facebook促進銷售之績效行銷-服飾銷售個案 |
論文名稱(英文) | Performance Marketing in boosting sale through Facebook. Case study: Selling clothes through Facebook fanpage in Taiwan |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 經營管理全英語碩士學位學程 |
系所名稱(英文) | Master's Program in Business and Management (English-Taught Program) |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 106 |
學期 | 2 |
出版年 | 107 |
研究生(中文) | 阮氏日明 |
研究生(英文) | Nguyen Thi Nhat Minh |
學號 | 605585230 |
學位類別 | 碩士 |
語言別 | 英文 |
第二語言別 | |
口試日期 | 2018-05-28 |
論文頁數 | 42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 |
關鍵字(中) |
Facebook廣告 業績營銷 利潤 參與 銷售 |
關鍵字(英) |
Facebook advertising performance marketing profit engagement sale |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
Facebook是2018年最受歡迎的社交網絡,與熟悉技術的客戶一起被稱為潛在市場。越來越多的公司在Facebook廣告中使用績效營銷 - 這種數字營銷方法之一 - 促進銷售並改善他們頁面的參與度。因此,作者進行了這項研究,以確認Facebook廣告如何使公司的銷售和參與受益。通過與其他企業主合作,兩個Facebook廣告活動在6天內運行。這些數據是從Facebook收集的,其中包括參與人數和人口統計信息。第四章也提到了兩次運動後的收入報表。從企業家的角度來看,結果是積極的,無論是在促進銷售還是改善參與。 |
英文摘要 |
Abstract: Facebook, the most popular social network in 2018, is known as a potential market with tech-savvy customers. More and more companies use performance marketing in Facebook advertising - one of the digital marketing methods - to boosting sales and improving engagements to their pages. Therefore, the author has conducted this study to confirm how Facebook advertising can benefit the companies in sale and engagement. By cooperating with other business owners, two Facebook advertising campaign ran in 6 days. The data has been collected from Facebook, which included the numbers of engagements and demographic details. Income statements after two campaigns also mentioned in chapter four. From the entrepreneurs' point of view, the results are positive, both in boosting sales and in improving engagements. |
第三語言摘要 | |
論文目次 |
List of Figures Figure 1. Number of monthly active Facebook users worldwide as of 1st quarter 2018. 1 Figure 2. Research flow chart. (Source: Author) 5 Figure 3. Four categories of traditional marketing. 7 Figure 4. Comparisons between traditional marketing and digital marketing. (Source: Dow 2015) 8 Figure 5. An example of Facebook Ad. 12 Figure 6. The front page of case study business. 15 Figure 7. Quality and ratio of pictures on Facebook post. 17 Figure 8. The Facebook post in case study. 18 Figure 9. The Ad Consideration. 19 Figure 10. Setting for location, age, gender and languages. 20 Figure 11. Setting for budget and Schedule. 22 Figure 12. Audience size and estimated daily results in stage 1. 23 Figure 13. Confirming the advertising. 24 Figure 14. Audience size and estimated daily results in stage 2 25 Figure 15. Percentage in revenue - Stage 1 27 Figure 16. Percentage in revenue - Stage 2 28 Figure 17. Percentage in total revenue 30 Figure 18. Post engagements in stage 1 31 Figure 19. The number of people reached in stage 1 31 Figure 20. Amount spent in stage 1 32 Figure 21. Demographics in stage 1 33 Figure 22. Post engagements in stage 2 34 Figure 23. The number of people reached in stage 2 35 Figure 24. Amount spent in stage 2 35 Figure 25. Demographics in stage 2 36 List of Tables Table 1. Income Statement of stage 1 (the currency is New Taiwan Dollar) 26 Table 2. Income Statement of stage 2 (the currency is New Taiwan Dollar) 27 Table 3. Total income statement (the currency is New Taiwan Dollar) 29 Table 4. Total results for engagement 37 Table of Contents 1 CHAPTER I. INTRODUCTION 1 1.1 Background 1 1.2 Motivation 2 1.3 Objectives 3 1.4 Scope of this study 4 1.5 Research flow chart 4 2 CHAPTER II. LITERATURE REVIEW 6 2.1 Definition of marketing 6 2.1.1 Traditional marketing 7 2.1.2 Digital marketing 8 2.2 Performance marketing 10 2.3 Facebook Advertising 11 3 CHAPTER III. RESEARCH METHOD 13 3.1 Methodology 13 3.2 Case study 14 3.2.1 Create Facebook post for advertising 14 3.2.2 Stage 1 15 3.2.3 Running Ad campaign of stage 1 19 3.2.4 Stage 2 24 4 CHAPTER IV. RESULTS 26 4.1 Profit 26 4.1.1 Stage 1 26 4.1.2 Stage 2 27 4.1.3 Total result 29 4.2 Engagement 30 4.2.1 Stage 1 30 4.2.2 Stage 2 34 4.3 General result 36 5 CHAPTER V. CONCLUSIONS AND DISCUSSIONS 38 6 REFERENCES 40 |
參考文獻 |
American Marketing Association Board of Directors. (2013). Definition of Marketing. https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx Chowdhury, M. 2016. Impact of Facebook on Online Advertisement: A Study on Bangladeshi Users. Scholar Journal of Business and Social Science, Vol.2, No.1(2016) 1-6 Dow. 2015. Traditional Marketing Vs Digital Marketing. Neededtips.co.uk. https://neededtips.co.uk/traditional-marketing-vs-digital-marketing/ Ezumah, Bellarmine, Generation Y and Online Advertising: Perceptions and Preferences of Social Media Networking Sites (October 25, 2012). Available at SSRN: https://ssrn.com/abstract=2256434 or http://dx.doi.org/10.2139/ssrn.2256434 Facebook. 2018. Image Text Check. Facebook © 2018. https://www.facebook.com/ads/tools/text_overlay Financial Times. N.d. Definition of digital marketing. FT.com. http://lexicon.ft.com/Term?term=digital-marketing Higuera, V. 2018. Advantages & Disadvantages of Traditional Marketing. Hearst Newspapers, LLC. http://smallbusiness.chron.com/advantages-disadvantages-traditional-marketing-25573.html Invest Northern Ireland. N.d. Benefit of Digital Marketing. Invest Northern Ireland. https://www.nibusinessinfo.co.uk/content/benefits-digital-marketing Kotler, P. 2010. Dr. Philip Kotler Answers Your Questions on Marketing. Kotler Marketing Group, Inc. http://www.kotlermarketing.com/phil_questions.shtml Lee, D. and Hosanagar, K. and Nair, H. 2017. Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. Management Science, Accepted and Forthcoming. Available at SSRN: https://ssrn.com/abstract=2290802 or http://dx.doi.org/10.2139/ssrn.2290802 Marketing-Schools.org. 2012. Traditional Marketing. Marketing-Schools.org. http://www.marketing-schools.org/index.html Orourke, S. 2018. Facebook. Cleanup Interactive, LLC. https://www.marketingterms.com/dictionary/facebook/ Simply Measured. N.d. Facebook Ad. Simply Measured, Inc. https://simplymeasured.com/definition/facebook-ad/#sm.00013qbk4het9ef9yqv2g1njt0voe Statista. 2018. Number of monthly active Facebook users worldwide as of 1st quarter 2018 (in millions). https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ The Performance Marketing Association, Inc. 2008. What You Should Know About Performance Marketing. The Performance Marketing Association, Inc. https://thepma.org/our-work/the-performance-marketing-industry/ |
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