SNS社交网络的沟通机制及其在营销领域的应用研究

发布时间：2023-04-02 22:46

　　近年来,网络技术迅速发展,尤其是Web技术的发展,更是达到空前的速度。Web 1.0时代已经成为过去,Web 2.0技术已经在极大地影响着人们的生活。目前,Web 2.0技术的许多应用都受到网民们极大的欢迎,比如博客,维基,Tags,RSS,以及SNS社交网站。尤其是社交网站的发展,更是空前绝后。所谓的社交网站是指目前非常流行的类似人人网,Facebook, MySpace, Twitter, LinkedIn, YouTube, Friends一样的网站。他们在这些网站上与亲人朋友联系,广交朋友,玩游戏,听音乐,购物,了解身边发生的事情等等活动。它们甚至已经成为人们生活中必不可少的一部分。 这样的网站不仅改变了个人的生活,更是为各企业提供了更多的商业模式,比如说团购,众包,以及其他一些通过社交网络,博客,维基,和其他Web 2.0技术的应用交易的企业模式。其中,属社交网络的应用最为流行。社交网站急速发展,其最大的特点是信息的急速传播,以及巨大的网民数量,这些特点都为企业提供了巨大的营销和商业潜力。许多企业已经注意到这些网站的商业价值,并且在这些网站上创建了自己的账户。例如乐购,02,...

【文章页数】：101 页

【学位级别】：硕士

【文章目录】：
摘要
ABSTRACT
List of Tables
List of Figures
Chapter 1 Introduction
    1.1 Development of Internet Techn ology
    1.2 Social Networking Sites
        1.2.1 Social Network
        1.2.2 Status Quo of Social Networking Sites
        1.2.3 Business Application of Social Networking Sites
    1.3 Research Objectives and the Structure of This Study
Chapter 2 Literature Review
    2.1 Web 2.0 Technology and Applications
        2.1.1 The Definition of Web 2.0 Technology
        2.1.2 Applications of Web 2.0 Technology
        2.1.3 Application of Web 2.0 Technology in Businesses
    2.2 The Concept of Social Networking sites
        2.2.1 The Development of Social Networking Sites
        2.2.2 Reasons of Fast Growth of Social Networking Sites
        2.2.3 Conceptual Relevance of Social Networking Sites
    2.3 The Communication System of Social Networking Sites
        2.3.1 Information Spread System of Facebook
        2.3.2 Trust and Privacy Concern
    2.4 The Application of Social Networking Sites in Marketing
        2.4.1 Business Models Based on Web 2.0 Technology
        2.4.2 Networking Marketing
        2.4.3 Marketing Potential of Social Networking Sites
        2.4.4 Marketing Strategy on Social Networking Sites
        2.4.5 Word-of-Mouth Marketing
    2.5 The Conceptual Framework of This Study
Chapter 3 Methodology
    3.1 Research Approach
        3.1.1 Deductive Approach and Inductive Approach
        3.1.2 Exploratory Study, Descriptive Study and Explanatory Study
        3.1.3 Quantitative Research and Qualitative Research
    3.2 Research Hypotheses
    3.3 Research Design
        3.3.1 Research Method
        3.3.2 Research Instrument
        3.3.3 Pilot Test
        3.3.4 Target Population
        3.3.5 Sampling Techniques
    3.4 Validity and Reliability of Research
        3.4.1 Validity
        3.4.2 Reliability
    3.5 Methods of Data Analysis
    3.6 Conclusion
Chapter 4 Analysis of Findings
    4.1 Descriptive Analysis
        4.1.1 Demographic Profile
        4.1.2 Edueation Background
        4.1.3 Soeial Networking Sites
        4.1.4 APPlication in Marketing
        4.1.5 Pereeived Feelings of Social Networking Sites
    4.2 Testing Hypotheses
        4.2.1 Gender Difference in Consumers' Purchase Intention
        4.2.2 One-Way ANOVA Test Results
        4.2.3 Tests of Normality
        4.2.4 Correlate (Bivariate) Analysis
    4.3 Summary of Hypotheses Testing
    4.4 Discussion of Findings
        4.4.1 Information Spreading on Social Networking Sites
        4.4.2 Marketing Application on Social Networking Sites
Chapter 5 Summary
    5.1 Conclusion
    5.2 Limitations of This Study
    5.3 Recommendations for Further Study
APPENDIX
BIBLIOGRAPHY
ACKNOWLEDGEMENT



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