社會行銷與社群媒體之研究：認同突顯觀點

Social Marketing and Social Media: From the View of Identity Salience Theory

楊銘賢(Ming-Hsien Yang)；吳濟聰(Ben Ji-Tsung Wu)；高慈薏(Tzu-Yi Kao)

社群媒體 ； 利害關係人 ； 關係管理 ； 認同突顯 ； Social media ； Stakeholder ； Relationship management ； Identity salience

輔仁管理評論

20卷1期（2013 / 01 / 01）

41 - 61

繁體中文

企業須透過良好行銷管道以宣揚其社會使命與價值，進而吸引潛在消費者的認同與信任。社群媒體具有9項特性，可以作為企業從事關係管理並進行社會行銷的主要工具。本研究希望深入探討企業如何使用社群媒體以發揮其功能與價值。本研究從消費者認同突顯的角度，以兩家社會企業為對象，透過個案研究法分別對其社群媒體採用情況進行分析，並進一步從認同突顯的角度，探討企業如何透過社群媒體與相關利害關係人互動，以瞭解企業在落實社會行銷過程中使用社群媒體的手法。本研究採用個案研究法，探討社群媒體在社會企業中應用的情況與角色。研究結果證實社群媒體可經由協助企業促進消費者對組織活動的參與、增強知覺回饋感受、提高組織滿意度以及增強組織的聲譽的方式，增加企業落實社會行銷的可能性；同時亦發現在企業中，顧客對企業產品的涉入程度不同，會影響企業對社群媒體的經營方法。

Based on the review of literature and using the case study method targeted at two social enterprises in Taiwan, this study aims to analysis the roles of social media in the social enterprise application, and utilizes the concept of identity salience to explore how social enterprises adopt social media to interact with consumers.

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