隨著電腦與網際網路的出現，電腦輔助溝通(Computer-mediated Communication，CMC)已取代人與人之間的溝通及互動模式。網際網路使用者以不同的平台作為溝通媒介，並逐漸習慣在社群網站上吸取新知，經營人際關係。社群網路平台Facebook自2004年2月成立以來，至今用戶人數已突破20億萬人，佔世界四分之一人口，Facebook無疑為發展最成功的社群網站。此外，在照片及影片分享平台上相當有經驗的Facebook，更於2012年宣布收購Instagram，希望透過雙方過去皆專注於照片分享服務的提供下，建立密切的合作關係，提供用戶最完整的照片及影片分享經驗。目前Instagram之全球用戶人數已達8億人且仍持續成長中，使得Instagram成為繼Facebook後絕佳的品牌行銷平台。
Facebook與Instagram除了提供個人用戶為發展初衷之社交功能，讓個人用戶藉由設立個人專頁（文字、照片、影片分享等）經營個人形象與分享生活點滴以外，Facebook粉絲專頁與Instagram商業檔案更成為了各行各業眼裡的創新行銷平台，藉此與粉絲產生緊密的互動與連結，發展出更巨大深遠的商機。本研究目的為以Facebook粉絲專頁與Instagram商業檔案為研究對象，透過深度訪談法，針對社群媒體經營者之訪談內容進行歸納分析，探討商家運用社群網路經營行銷策略，結果發現經營行銷策略主軸為:一、建立品牌並瞭解市場：包含塑造品牌風格，瞭解市場並推廣粉絲專頁。二、貼文內容與品質：運用最新的趨勢及話題能帶來人氣及討論。三、強化顧客關係：用真誠的心對待粉絲，分享資訊及經驗交流。四、舉辦促銷活動：運用各種促銷方式讓粉絲獲得優惠或贈品，增加粉絲。五、廣告模式與策略：將廣告投放目標客群，有助於文章內容傳播至目標市場。

Ever since the 2000s, early stages of Computer-mediated Communication (CMC) have altered the way of humans’ interpersonal communication and interaction. Nowadays, witnessing the advent of e-mails, on-line forums and Instant Messaging (IM) preceding to Social Networking Services (SNS) establishing dominance, Internet users utilize different platforms as their medium of communication. Users gradually adapt themselves on SNS websites for whether information browsing or managing interpersonal relationship. Since Facebook was founded in 2004, it went viral crossing borders reaching a tremendous number of users with currently over 2 billion of worldwide membership. Therefore, it undoubtedly established the company as the most powerful and successful social network group. While it foresaw the trend of visual attraction from users, Facebook paid an astounding $1 billion USD to acquire Instagram in 2012, providing a better integration of photo and video sharing experience. Currently, both platforms not only allow users to set up personal profiles, but also target businesses management through “fan pages” and “business profiles”. By doing so, they thus have granted to any page owner a way of making a self-based analysis enabling entrepreneurs to process two-ways interaction with consumers, perform in-depth brand communication, and establish long-term relationships with their fans.
Proceeding depth interviews, cases study, secondary data collection and participant observation, this research has come up with the following main conclusions regarding social media marketing strategies: (1) Branding and market identification play a crucial role in the early stage of performing; (2) The quality content on fan pages and business profiles should convey certain value to the fans; (3) Fans value authenticity and transparency to avoid disappointment. Responding them promptly leads to better bonding; (4) Limited promotion or activities are key factors to retain consumers’ attention on fan pages and business profiles; (5) Enact adequate advertising strategy on target consumers helps enhancing the exposure rate.

論文審定書 i
誌謝 ii
中文摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 13
1.3 研究問題 14
第二章 文獻探討 16
2.1 社群媒體與社群媒體行銷 17
2.2 口碑行銷 20
2.3 視覺行銷 26
第三章 研究方法 33
3.1 個案研究 34
3.2 研究方法 35
3.3 研究實施 36
第四章 研究資料與分析 39
4.1 個案介紹 39
4.2 訪談內容 44
第五章 研究結果與建議 56
5.1 研究結論 56
5.1.1 研究發現 56
5.2 研究限制與建議 62
參考文獻 65
附錄一、訪問題綱 81
附錄二、餐飲業的經營型態 84

DIGITALHACKERTW （2016）。 ❘ 視覺行銷 ❘ Visual Marketing。
DIGITALHACKERTW，取自https://digitalhackertw.wordpress.com/2016/05/16/❘-視覺行銷-❘-visual-marketing/
FIND（2017-A）。3年成長3倍！跨螢行為成王道。財團法人資訊工業策進會，
取自https://www.find.org.tw/market_info.aspx?n_ID=9081
FIND（2017-B）。八成以上台灣人愛用Facebook、Line坐穩社群網站龍頭：1人
平均擁4個社群帳號，年輕人更愛YouTube和IG。財團法人資訊工業策進
會，取自https://www.find.org.tw/market_info.aspx?n_ID=9095
FIND（2017-C）。台灣已有八成上網民眾採智慧手機進行連網。財團法人資訊工
業策進會，取自https://www.find.org.tw/market_info.aspx?k=2&n_ID=9053
Instagram Business（2017）。商業檔案數量突破 1500 萬大關。Instagram
Business ，取自https://business.instagram.com/blog/announcing-15-million-business-profiles/
丁小艾（譯）（2005）。廣告管不住消費者！社群行銷 vs. 非廣告年代。台北
縣:中國生產力中心。（NTT Media Scope, 2005）
大紀元（2016）。臉書全球月活躍用戶數達16.5億，台灣1800萬。大紀元新聞
網，取自http://www.epochtimes.com/b5/16/7/19/n8115301.htm
文崇一、楊國樞（2000）。訪問調查法。社會及行為科學研究法下冊。台北：東
華。
王遵智（2004）。網路口碑中個人專業與關係強度對購買決策的影響-以電子郵件
為例。國立台灣科技大學企業管理系碩士論文。
台灣網路資訊中心（2017）。「2017 年台灣寬頻網路使用調查」結果公布。財
團法人台灣網路資訊中心，取自https://www.twnic.net.tw/NEWS4/144.pdf
江義平、蔡坤宏、黃耀德（2015）。網路口碑行銷效果探究-以經驗品為例。中原
企管評論，13，33-64。
李文玫（2010）。離散、回鄉與重新誕生:三位客家女性的相遇與構連。新北市：
輔仁大學。
沈宗逸（2011）。企業運用社群網路之行銷模式探究:以臉書粉絲專頁為例。清華
大學科技管理研究所學位論文（pp. 1-109）。
林心慧（2008）。比較電視，平面印刷與網路廣告媒體之行銷溝通效果與綜效。
中國管理評論，十一卷二期。
科技橘報（2015）。Instagram 的「美照」廣告策略奏效，EZTABLE 靠這招觸
及 170 萬跨境消費者. 科技橘報，取自https://buzzorange.com/techorange/2015/10/27/instagram-business/
倪鳴香（2006）。質性研究方法研習工作坊：「生命口述傳記研究」研習手冊。
台北：政治大學。
國家教育研究院 (1995)。個案研究法 Case Study。雙語詞彙、學術名詞暨辭書資
訊網，取自 http://terms.naer.edu.tw/detail/1681584/。
國家教育研究院 (2000)。參與觀察法 Participant Observation。雙語詞彙、學術名
詞暨辭書資訊網，取自 http://terms.naer.edu.tw/detail/1309184/
國家發展委員會（2017）。106 年持有手機民眾數位機會調查報告。國家發展委
員會，取自https://goo.gl/in5vgf
國家衛生研究院（2015）。國衛院群體健康科學研究所發表「健康團膳指引」，
共同打造國人健康外食環境，落實健康生活型態。國家衛生研究院，取自http://www.nhri.org.tw/NHRI_ADM/userfiles/file/國衛院新聞稿- 健康團膳指引.pdf
創市際（2017）。創市際雙週刊第九十期。創市際市場研究顧問股份有限公司，
取自http://www.ixresearch.com/wp-content/uploads/report/InsightXplorer Biweekly Report_20170717.pdf
創市際（2018）。ComScore與創市際依據comScore MMX®數據公佈2017年11
月台灣網路活動分析報告。創市際市場研究顧問股份有限公司，取自http://www.ixresearch.com/comscore與創市際依據comscore-mmx數據公佈2017年11月台灣網
萬事達卡（2017）。萬事達卡消費者購買傾向調查－餐飲：台灣消費者願多花
40％過節揪團吃大餐，高居亞太區第三名。萬事達卡，取自https://www.mastercard.com.tw/content/dam/mccom/zh-tw/documents/2017-08-17.pdf
萬文隆（2004）。深度訪談在質性研究中的應用。生活科技教育月刊。37(4)，
17。
經濟部統計處（2017）。民國106年批發、零售及餐飲業經營實況調查報告。經
濟部統計處，取自 https://www.moea.gov.tw/MNS/main/content/wHandMenuFile.ashx?file_id=16638
蔡欣璇（2015）。Instagram 三個推動視覺行銷的創意策略。世紀智庫管理顧問
股份有限公司，取自https://www.smartm.com.tw/article/31373130cea3
謝佳穎（2016）。社群內容行銷，視覺化就是關鍵。世紀智庫管理顧問股份有限
公司，取自https://www.smartm.com.tw/article/32323834cea3
Algesheimer, R., Dholakia, U., & Hermann, A. (2005). Interplay between brand and
brand community: evidence from European car clubs. Journal of Marketing, 69(4),
19-34.
Arndt, J. (1967). “Word of Mouth Advertising: A Review of the Literature”, New York:
Advertising Research Federation.
Aslam, S. (2018). Instagram by the Numbers: Stats, Demographics & Fun Facts.
Retrieved March 06, 2018, from https://www.omnicoreagency.com/instagram-statistics/
Balakrishnan, A., & Boorstin, J. (2017). Instagram says it now has 800 million users,
up 100 million since April. Retrieved March 06, 2018, from https://www.cnbc.com/2017/09/25/how-many-users-does-instagram-have-now-800-million.html
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of
consumer information. Journal of interactive marketing, 15(3), 31-40.
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product
judgments. Journal of Business Research, 32, 213-223.
Bush, V. (1945). As we may think. The Atlantic monthly, 176(1), 101-108.
Chao, C., Corus, C., Li, T. (2012). Balancing traditional media and online advertising
strategy. International Journal of Business, Marketing, and Decision Sciences, 5(1), 12-24.
Chen, Y., Chu, H., & Chen, Y. (2016). Acquiring Consumer Perspectives in Chinese
eWOM. Journal of Information Management, 23(2), 187-216.
Chen, Y. F., & Law, R. (2016). A review of research on electronic word-of-mouth in
hospitality and tourism management. International Journal of Hospitality & Tourism Administration, 17(4), 347-372.
Chevalier, J. A., Mayzlin, D. (2006). “The effect of word of mouth on sales: online
book reviews,” Journal of Marketing Research, 43(3), 345-354.
Chung, C., & Austria, K. (2010). Social media gratification and attitude toward social
media marketing messages: A study of the effect of social media marketing messages on online shopping value. Symposium conducted at the meeting of the 8th Pacific-Asia conference Northeast Business and Economics Association, USA.
Clemons, E. K., Gao, G. G., Hitt, L. M. (2006). “When online reviews meet hyper
differentiation: a study of the craft beer industry,” Journal of Management Information Systems, 23(2), 149-171
Cobb, A. K., & Forbes, S. (2002). Qualitative Research: What Does It Have to Offer to
the Gerontologist? The Journals of Gerontology, 57(4), a, M197-M202. Retrieved April 12, 2018, from https://doi.org/10.1093/gerona/57.4.M197.
Column Five. (2016). EVERYTHING YOU NEED TO KNOW ABOUT VISUAL
CONTENT. Retrieved March 06, 2018, from http://www.columnfivemedia.com/wp-content/uploads/2016/10/everything-visual-content.pdf
Crossman, A. (2018). What Is Qualitative Research? Retrieved March 06, 2018, from
https://www.thoughtco.com/qualitative-research-methods-3026555
David, M., & Sutton, C. D. (2004). Social Research: The Basics. SAGE.
Day, G. S. (1971). Attitude change, media and word of mouth. Journal of advertising
research.
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand
fan pages: an investigation of the effects of social media marketing. Journal of Interactive Marketing, 26
DeWalt, Kathleen M. & DeWalt, Billie R. (2002). Participant observation: a guide for
fieldworkers. Walnut Creek, CA: AltaMira Press.
Dewing, M. (2012). Social media: An Introduction. Parliamentary Information and
Research Service, Social Affairs Division. Canada: Library of Parliament.
Do-Hyung Park, Jumin Lee, and Ingoo han, (2007). “The effect of on-line consumer
reviews on consumer purchasing intention: the moderating rold of involvement”. International Journal of Electronic Commerce, 11(4), 125-148.
Donchev, D. (2018). Youtube Statistics - 2018. Retrieved March 07, 2018, from
https://fortunelords.com/youtube-statistics/
Duggan, M. (2013, October 28). Photo and Video Sharing Grow Online. Retrieved
March 07, 2018, from http://www.pewinternet.org/2013/10/28/photo-and-video-sharing-grow-online/
Durrance, B. (1998). Some explicit thoughts on tacit learning. Training & Development,
52(12), 24-30.
eMarketer. (2017). EMarketer Unveils First-Ever Worldwide Instagram Forecast.
Retrieved March 07, 2018, from https://www.emarketer.com/content/emarketer-unveils-first-ever-worldwide-instagram-forecast
eMarketer. (2017). Instagram, Snapchat Adoption Still Surging in US and UK.
Retrieved March 07, 2018, from https://www.emarketer.com/Article/Instagram-Snapchat-Adoption-Still-Surging-US-UK/1016369
Erkan, I., & Evans, C. (2016). Social media or shopping websites? The influence of
eWOM on consumers’ online purchase intentions, Journal of Marketing Communications, 1-17. doi:10.1080/13527266.2016.1184706
Ethos3. (2014). Your Business Needs Visual Content (Infographic). Retrieved March
06, 2018, from https://www.slideshare.net/ethos3/your-business-needsvisualcontentinfographicbyethos3-30810350
EyeQ. (2017). The power of visual content: Images vs Text. Retrieved March 6, 2018,
from https://www.eyeqinsights.com/power-visual-content-images-vs-text/
Fenko, A., Schifferstein, H. N., & Hekkert, P. (2010). Shifts in sensory dominance
between various stages of user–product interactions. Applied ergonomics, 41(1), 34-40.
Fulco, M. (2017). Facebook Still Dominates Taiwan's Social Media. Retrieved March
02, 2018, from https://topics.amcham.com.tw/2017/04/facebook-still-dominates-taiwans-social-media/
Gates, B., Myhrvold, N., & Rinearson, P. (1995). The road ahead. New York: Viking.
Gelb, B. D., & Sundaram, S. (2002). Adapting to word of mouse. Business Horizons,
45(4), 21-25. Doi:10.1016/S0007-6813(02)00222-7
Gelb, B., & Johnson, M. (1995). Word-of-mouth communication: Causes and
consequences. Journal of Health Care Marketing, 15(Fall), 54-58.
Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: the impact of
customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449–456.
Gunelius, S. (2011). 30-Minute Social Media Marketing: Step-by-step Techniques to
Spread the Word About Your Business. McGraw-Hill.
Hagel, J., & Armstrong, A. G. (1997). Net gain: Expanding markets through virtual
communities. Boston, MA: Harvard Business School Press.
Hahn, H., & Stout, R. (1994). The Internet complete reference. Osborne: McGraw-Hill.
Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and
an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60–75.
Heejae, S., & Dahana, W. D. (2017). The Moderating Roles of Prior Attitude and
Message Acceptance in Electronic Word of Mouth. International Journal of Business and Information, 12, 183-207. doi:10.6702/ijbi.2017.12.2.4
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic
word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-53.
Herr P. M., Kardes F. R., Kim J. (1991). Effects of word-of-mouth and product-attribute
information on persuasion: an accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 458.
Hogan, B., & Quan-Haase, A. (2010). Persistence and change in social media. Bulletin
of Science, Technology and Society, 30(5), 309-315.
Hultén, B. (2015). Sensory Marketing: Theoretical and Empirical Grounds. New York:
Routledge.
Internet World Stats. (2017). Internet Usage in Asia. Retrieved March 06, 2018, from
http://www.internetworldstats.com/stats3.htm
Kahle, L., Valette-Florence, P., & Ebrary, I. (2012). Marketplace Lifestyles in an Age of
Social Media: Theory and Methods. Armonk, NewYork: ME Sharpe.
Kantar TNS. (2016). The rise of Instagram and Snapchat in Asia Pacific. Retrieved
March 06, 2018, from http://www.tnsglobal.com/sites/default/files/snapchat-instagram-usage-doubles-in-asia-pacific-people-use-photo-sharing-platforms.pdf
Kaplan, A.M., & Haenlein, M. (2010). Users of the world, unite! The challenges and
opportunities of social media. Business Horizons, 53(1), 59-68, doi: 10.1016/j.bushor.2009.09.003.
Katz, E., & Lazarsfeld, P. F. (1955). Personal Influence, The part played by people in
the flow of mass communications. Transaction Publishers.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social
media? Get serious! Understanding the functional building blocks of social media.
Business Horizons, 54(3), 241-251.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer
equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Köksal, F. N. (2013). The Role and Usage of Visual Rhetoric in Advertising. Online
Journal of Communication and Media Technologies, Speacial Issue, 78-86.
Kozinets, R. V. (1998). On netnography: Initial reflections on consumer research
investigations of cyberculture. ACR North American Advances.
Kozinets R. V. (2002). “The field behind the screen: using netnography for marketing
research in online communities”. Journal of Marketing Research, 39(1), 61–73.
Krishna, A., Cian, L., & Aydınoğlu, N. Z. (2017). Sensory aspects of package design.
Journal of Retailing, 93(1), 43-54.
Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The
effects of social media-based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28, 1755-1767. http://dx.doi.org/10.1016/j.chb.2012.04.016)
Lawrence, Z. (2017). Snapchat and Instagram usage doubles in Asia Pacific as people.
Retrieved March 07, 2018, from http://www.tnsglobal.com/asia-pacific/intelligence-applied/snapchat-and-instagram-usage-doubles-asia-pacific-people-migrate-photo-sharing
Lee, S. (2017). Picture perfect? How Instagram changed the food we eat. Retrieved
from https://www.bbc.com/news/uk-england-london-42012732
Leiner, B. M., Cerf, V. G., Clark, D. D., Kahn, R. E., Kleinrock, L., Lynch, D. C., ... &
Wolff, S. (2009). A brief history of the Internet. ACM SIGCOMM Computer Communication Review, 39(5), 22-31.
Lin, Y., & Chen, Y. (2015). The Impact of The Positive and Negative E-WOM on
Consumers’ Purchase Intention: The Moderation Effect of the Product Type and Product Involvement. Electronic Commerce Studies, 13(2), 167-193.
Lister, M. (2018). 33 Mind-Boggling Instagram Stats & Facts for 2018. Retrieved
March 7, 2018, from https://www.wordstream.com/blog/ws/2017/04/20/instagram-statistics
Long, K. (2014). Infographic: Why visual content is better than text. Retrieved March
06, 2018, from https://www.ragan.com/Main/Articles/Infographic_Why_visual_content_is_better_than_text_48199.aspx
Manjoo, F. (2013). You Won't Finish This Article. Retrieved March 06, 2018, from
http://www.slate.com/articles/technology/technology/2013/06/how_people_read_online_why_you_won_t_finish_this_article.html
Merriam, S. B. (1988). Case study research in education. Thousand Oaks. CA: Jossey-
Bass.
Mersey, R. D., Malthouse, E. C., & Calder, B. J. (2010). Engagement with Online Media.
Journal of Media Business Studies, 7(2), 39-56.)
Mohammadian, M., & Mohammadreza, M. (2012). Identify the success factors of social
media (Marketing Perspective). International Business and Management, 4(2), 58-66.
Money, R. B. (2004). Word-of-mouth promotion and switching behavior in Japanese
and American business-to-business service clients. Journal of Business Research, 57, 297-305.
Morin, S. P. (1983). Influentials Advising their Friends to Sell Lots of High-tech
Gadgetry. Wall Street Journal.
MOTOCMS editorial (2017). Visual Content vs. Text Content - Epic Faceoff with
Obvious Winner. Retrieved March 06, 2018, from https://www.motocms.com/blog/en/visual-content-vs-text-content/
Mumcu, Y., & Kimzan, H. S. (2015). The Effect of Visual Product Aesthetics on
Consumers’ Price Sensitivity. Procedia Economics and Finance, 26, 528-534. doi:10.1016/s2212-5671(15)00883-7
Otte, P. (1994). The information superhighway: Beyond the Internet. Indianapolis, IN:
Que.
Press. (2017). Celebrating a Community of 25 Million Businesses. Retrieved March 07,
2018, from https://instagram-press.com/blog/2017/11/30/celebrating-a-community-of-25-million-businesses/
Rosen, D. L., Olshavsky, R.W. (1987). “A protocol analysis of brand choice strategies
involving recommendations”. Journal of Consumer Research, 14(3),440-444.
Sandhu, S. (2017). 3 Reasons Why Visual Content Marketing Is Better Than Boring
Text. Retrieved March 07, 2018, from https://blog.elink.io/importance-visual-content-vs-text/
Schensul, S. L., LeCompte, M. D., & Schensul, J. J. (1999). Essential ethnographic
methods: Observations, interviews, and questionnaires. Walnut Creek, Calif.:
AltaMira Press.
SimilarWeb. (2018). Top sites ranking for all categories in Taiwan. Retrieved March
07, 2018, from https://www.similarweb.com/top-websites/taiwan
Talafuse, A. (2014). Traditional and digital media advertising preference: a descriptive
evaluation of Billings, Montana mothers. Northcentral University.
Tanimoto, J., & Fujii, H. (2003). A study on diffusion characteristics of information on
a human network analyzed by a multi-agent simulator. The Social Science Journal, 40(3), 479-85.

Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: do ads
work on social networks? Journal of Advertising Research, 51(1), 258 – 275.
Toor, A., Husnain, M., & Hussain, T. (2017). The Impact of Social Network Marketing
on Consumer Purchase Intention in Pakistan: Consumer Engagement as a Mediator. Asian Journal of Business and Accounting 10(1), 167-199.
Tsai, P., Wu, Y., & Chuang, Y. (2016). Effect of Internet Interactivity on E-Word-Of-
Mouth: Comparison of Facebook and YouTube. Commerce & Management
Quarterly, 17(1), 81-111.
Walter, E., & Gioglio, J. (2014). The power of visual storytelling how to use visuals,
videos, and social media to market your brand. New York: McGraw-Hill Education.
Wangenheim, F. v. (2005). Postswitching negative word of mouth. Journal of Service
Research, 8(1), 67–78.)
Wangenheim, F. v., & Bayón, T. (2007). The chain from customer satisfaction via
word-of-mouth referrals to new customer acquisition. Journal of the Academy of Marketing Science, 35(2), 233–249.)
Wedel, M., & Pieters, R. (Eds.)(2012). Visual marketing: From attention to action.
Psychology Press.
Weitzl, W. (2017). Measuring Electronic Word-of-Mouth Effectiveness: Developing
and Applying the eWOM Trust Scale. Wiesbaden: Springer Fachmedien
Wiesbaden GmbH.
Westbrook, R. A. (1987). Product/consumption-based affective responses and
postpurchase processes. Journal of Marketing Research, 24(3), 258-270.)
Williams, L., & Cothrell, J. (2000). Four smart ways to run online communities. Sloan
Management Review, 41, 81-91.
Williams, T., & Williams, R. (2008). Adopting social media: Are we leaders, managers
or followers? Communication World, 25(4), 34-37.
Wu, F., Samper, A., Morales, A. C., & Fitzsimons, G. J. (2017). It’s Too Pretty to Use!
When and How Enhanced Product Aesthetics Discourage Usage and Lower
Consumption Enjoyment. Journal of Consumer Research, 44(3), 651-672.
doi:10.1093/jcr/ucx057
Yin, R.K.(1994). Case Study Research Design and Methods. CA: Sage Publications.
Zeff, R., & Aronson, B. (1997). Advertising on the Internet. New York: John Wiley &
Sons.

ZEPHORIA. (2018). Top 20 Facebook Statistics - Updated March 2018. Retrieved
March 07, 2018, from https://zephoria.com/top-15-valuable-facebook-statistics/
Zuckerberg, M. (2017). Facebook community is now officially 2 billion people. Retrieved March 07, 2018, from https://www.facebook.com/zuck/posts/10103831654565331?pnref=story