Title page for etd-0603115-164624


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URN etd-0603115-164624
Author Yu-tang Feng
Author's Email Address No Public.
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Department Institute of Marketing Communication
Year 2014
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Eye-Catching Content for Social Media - A Study on Men's Fashion Magazine
Date of Defense 2015-06-16
Page Count 108
Keyword
  • Content marketing
  • Brand love
  • Customer value
  • Fans page
  • Purchase intention.
  • Abstract This study take men’s fashion magazines fans page members as research subject. We based on the customer value theory and investigate how the men’s fashion magazines fans page content affect member’s customer value, and thus enhance brand love and purchase intention .
     The results indicate that entertainment or knowledge and expertise content have a significantly positive effect on member’s functional, hedonic, symbolic, cost/sacrifice and social value. However, product informative content only have a significantly influenced functional value and symbolic value. Besides, except functional value, member’s hedonic, symbolic, cost/sacrifice and social value have a significantly positive effect on brand love, and also enhance the purchase intention. This study analyzes the benefits of the various types of content for fans page members, provides corporation useful suggestions for content marketing in the future.
    Advisory Committee
  • Yue-Shan Chang - chair
  • Hsuan-Yi Chou - co-chair
  • Ya- Ching Lee - advisor
  • Files
  • etd-0603115-164624.pdf
  • Indicate in-campus at 2 year and off-campus access at 5 year.
    Date of Submission 2015-07-03

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