Title page for etd-0801115-173556


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URN etd-0801115-173556
Author Han-yu Chen
Author's Email Address No Public.
Statistics This thesis had been viewed 5352 times. Download 397 times.
Department Information Management
Year 2014
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Intention to participate in Engagement Marketing Activities in Social Media
Date of Defense 2015-07-24
Page Count 107
Keyword
  • Tie Strength
  • Theory of Planned Behavior
  • Other’s Attitude
  • Perceived Value
  • Engagement Marketing
  • Sense of Virtual Community
  • Abstract Marketers need to disseminate information in traditional marketing. Because of the appearance of social media, users get information from not only marketers but also other users in social media. Information shared by other users in social media is often easily accepted. Engagement marketing uses certain activities to catch users’ attentions and then attract their interests to connect with the activity and to share with other people in social media. Recently, we can see more engagement marketing activities in social media, such as the ice bucket challenge.
    In this study, we used the theory of planned behavior, perceived value, sense of virtual community, tie strength, and other’s attitude to explain user’s intention of engaging in engagement marketing activities. Our findings indicate that: (1) the perceived value of engagement marketing activities had a positive effect on the attitude toward participation; (2) the sense of virtual community and tie-strength with the social media had a positive effect on subjective norm;(3) Other’s attitude perceived by the user positively affected the subjective norm; and (4) the attitude, subjective norm, and perceived behavioral control of engagement marketing activities positively affected their participation behavior.
    Advisory Committee
  • Chao-Min Chiu - chair
  • Shu-Chun Ho - co-chair
  • Ting-Ping Liang - advisor
  • Files
  • etd-0801115-173556.pdf
  • Indicate in-campus at 2 year and off-campus access at 2 year.
    Date of Submission 2015-09-01

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