跨國求學的留學生進入陌生的社會將面臨跨文化適應和溝通的議題。隨著新興傳播科技的發展，分享、交換已經不受時空限制，跨文化適應也因社交媒體的產生變化。 本文以來台攻讀碩博士學位的大陸籍學生為研究對象，從跨文化溝通的角度，分析陸生在兩岸不同的社交媒體上遷移和使用的樣貌，探討陸生在兩岸社交媒體使用上的差異，及其對文化適應的影響。 研究發現，陸生的文化適應議題主要集中在處理人際關係與文化認同兩部分，其文化適應過程呈現適應-壓力-成長的螺旋上升模式。社交媒體影響著陸生的文化適應效果，一方面支持陸生加強、構建和維護人際關係，產生社會網絡，建立虛擬社群，另一方面，陸生透過社交媒體接觸和學習主文化的過程，形塑其對網路社群的直觀感受和認同，這影響著留學生與主文化的溝通與互動。總的來說，社交媒體能夠幫助與主文化群體聯絡，了解主文化，但無法解決深層次的、特別是涉及到意識形態分歧、文化價值差異的溝通。社交媒體是促進溝通和交流的工具，但未達到真正的跨文化溝通效果。 與其他留學生群體相比，留學台灣的陸生具有特殊性。由於兩岸的特殊的歷史關係，陸生的適應議題與兩岸關係、意識形態的差異糾葛僅僅聯繫在一起，而陸生來自社交媒體產業極度發達、言論相對限縮的社會環境，在利用社交媒體輔助文化適應的過程中，既有在生活實踐上極度務實、開放的一面，也有在自我揭露和認同建構上，小心翼翼甚至是自我審查的一面。

數字化浪潮的驅動，日益成熟的社交媒體革命，使消費者行為發生翻天覆地的變化，導致企業從行銷方式、人力資源、客戶服務等方方面面都需要變革。對於保險公司而言，在提升企業品牌、降低公司成本、提升客戶滿意度、增加銷售業績、促進新產品的提升這些方面大有益處，但帶來機遇的同時也面臨風險。因此，保險公司運用社交媒體提供的平臺和大數據分析，开启了一種新型的保險模式。很多保險公司由於其大膽創新和善用社群網絡，在此領域很快成為了佼佼者。 本文通過對 5 家在社交媒體積極拓展的保險公司進行分析（美國前進保險公司、 美國USAA保險公司、美國安泰保險公司、中國平安保險股份有限公司、藍桔子保險公司）進行研究，研究各保險公司在社交媒體運用方面的優勢和問題，試圖在大數據廣泛應用、科技金融不斷創新的互聯網時代，對保險公司在以社交媒體為媒介的經營模式進行梳理和歸納，并根據總結之要素，尋求其在台灣和中國大陸市場的應用模式，給出合理建議。

在社交媒體(social media)網站如雨後春筍般出現的時代，作者以觀察「大型社交媒體的高滲透率，以及媒體由服務、迎合大多數人的喜好的型態，演進為提供更加貼近各專業領域的服務型態的現象」出發，選定籃球為本研究之專業領域，藉由開發專注於籃球領域的社交媒體網站---Basketball Addiction來了解使用者是否能如作者觀察媒體的演進般，社交媒體網站也會有更加貼近各專業領域的服務型態出現，而使用者在使用這樣的網站時能得到滿足，持續使用，甚至推薦給朋友。 在經過本研究問卷調查後，利用統計分析軟體PLS(Partial Least Squares)進行模型的分析，Bootstrapping進行假說的顯著性檢定。結果顯示，專注於特定領域的社交媒體網站在未來是有存在的可能的，Fulfillment構面的調查結果也顯示Basketball Addiction的確能滿足使用者「社交」及「專業」的期待。 / In the era of social media sites have sprung up, the author observed, "large-scale high penetration of social media and the phenomenon of the media have made services to cater to most people's favorite patterns evolved to provide more services closer to the various professional fields patterns. Select basketball as this research professional fields. Through the development of social media sites which focus on basketball professional fields --- Basketball Addiction to understand whether the social media sites can follow the evolution of media, such as like, there will be more social media sites provide professional services. In addition, author also wonder that whether users in the use of such sites can be satisfied, continuous use, and even recommend it to friends. After the survey, author uses PLS (Partial Least Squares) to analyze and verify the model’s reliability and validity, Bootstrapping to make significant analysis. The results show, social media sites which focus on specific fields can exist is possible. Also, the results of the latent variable --- Fulfillment show that Basketball Addiction indeed allows users to have to meet the expectations, "social" and "professional" in.

道德企業的臉書粉絲團：社群對話與意義行銷 / Fair Trade is for more than just coffee: Oliberté and prAna sell clothing, shoes, and accessories. Corporate social responsibility now takes the shape of business models. For each item sold, TOMS and Warby Parker give an item to someone in need. The present study takes a closer look at what is happening on these four brands’ Facebook pages with the focus on user-generated contributions. Observation of those pages during the 2014 American holiday shopping season identifies what people are posting. Depth interviews with active Facebook followers provide insight as to why people are posting about these companies and how they came to be brand advocates. The results indicate that though there are plenty of discussions about products, Facebook brand pages are not merely advertising channels. They are tools that the greater ethical consumption community uses to strengthen and expand its values-based groups of followers. People also choose Facebook over face-to-face conversation to start tough conversations about consumer and political issues within their own networks because it is easier to present controversial ideas. The informants, regardless of voting frequency, reported being skeptical of government and large organizations. Yet, they have faith in capitalism’s ability to carry out good around the world, and they are an active audience for meaningful marketing. Finally, informants reported hating shopping. Yet, they invested time checking corporate websites, reading literature written by a brand’s founder, and sharing information about companies on Facebook. Websites and social media are essential to the shopping process today because they are spaces where consumers learn about and share brand stories.

近幾年的大規模社會抗爭運動，不像過往傳統社運組織由上而下的動員，強調一致的意識形態和認同作為號召，而是透過網際網路與社交媒體的訊息擴散與中介動員，形成水平式的串連。面對這種新型態的網絡化社會運動，Bennett & Segerberg（2013）提出連結性行動（connective action）概念，強調個人化行動框架的重要性，以及組織在這些新型態社會運動中扮演的不同角色。本研究以2013年苗栗大埔農地徵收一案作為本地的連結性行動個案，觀察社交媒體上的浮現社群和既有的社運組織之連結，探討線上與線下參與者之串連如何使此案成為眾所關注的社會抗爭事件。 　　本研究採取複合式研究方法進行資料蒐集與分析，研究場域包括線上社交媒體與線下田野觀察，並訪談實際參與者。研究發現，在2013年苗栗大埔事件中，透過社交媒體的訊息擴散與動員參與，一波又一波的訊息擴散累積為下次的動員能量，號召更多的個別行動者參與；再者，社運組織作為一個連結平台，讓線上社交媒體的議題社群，有機會與在地抗爭者共同參與活動，並捲動不同社運組織之間的連結，形成社運組織「網絡的網絡」的協作圈。 / In the 2013, residents of Miao-li Da-pu fought for their living right against the government. They organized a series of protest by mobilizing people through social media. This was one of the several high-profile networked social movements in recent years. Adopting “the logic of connective action” from Bennett & Segerberg (2013) as the conceptual framework, this study examines the online and offline social networks of activist organizations during the protest events of Miao-li Da-pu. This analysis indicates that the protest’s information flows on the social media may recruit more individuals to participate the protest. Moreover, the organizations enabled “the network of networks”, which is linked to the networks belonging to different organizations. The role of organization in the protest is not only to mobilize the resources but also an enrolling platform to connect various individuals and local residents to work together.

Abstract There has been extensive literature published about NGO adoption and use of social media, however these studies have only focused on large, and primarily Western operated organizations, while research on NGO and social enterprise adoption in emergent nations is drastically limited. Cambodia was particularly relevant for a study on social media, because in fact Facebook has surpassed television as Cambodian people’s main source for gathering news. In particular this research focused on a famous Khmer-owned NGO, Phare Ponleu Selpak and their sister organization the Phare Performing Social Enterprise. This organization is well-known in Cambodia, because they produce world-renowned visual and performing artists, and are especially known for the circus, which is a major tourism attraction in Siem Reap. In this anthropological, exploratory case study, I conducted in-depth interviews with key staff members and executed a thematic analysis of PPSA and PPSE’s social media platforms in order to unveil the reasons for social media adoption as well as an in-depth analysis of the strategies involved. The results indicated that community engagement and organizational transparency were the key indicators for social media adoption. For strategy, community engagement and informational postings were also more important than posts that prompted actions such as donating, voting, or participating. Finally, social media was seen as a vital tool in the dissemination of information about Cambodian arts and intangible heritages, because Facebook has become the key source for information in Cambodia due to the state owned media. Therefore, Cambodians are able to learn about their history and the arts by following PPSA and PPSE, particularly on Facebook. Furthermore, tourists can also celebrate and learn about Cambodian art and intangible heritage through these social media channels. Keywords: Nongovernmental Organization, Social Enterprise, Social Media, Social Media Adoption and Use, Intangible Heritage

This research adds further knowledge to the crisis communication field by studying the Samsung Galaxy Note 7 issue that occurred in 2016. It focuses on social media and specifically on Facebook. This research uses Situational Crisis Communication Theory (SCCT) from Coombs in order to determine which strategies Samsung used to solve the crisis in France and in the United-States. The results showed that Samsung used Corrective Action and Ingratiation in France and added Full Apology in the United-States. This research also analyses the different comments from Samsung’s customers posted on Facebook: Samsung France and Samsung Mobile USA. Comments have been classified according to a set of emotions that help us understand the customer’s reactions to Samsung strategies. Findings showed that customers mainly experienced anger, outrage, disappointment, anxiety, neutral emotion and/or sympathy at different stage of the crisis and according to the country analyzed. Finally, this study explains why Samsung used different strategies in France and in the United States through Hofstede’s Cultural Dimensions Theory guidance. Results show that Power Distance, Individualism vs Collectivism, and Uncertainty Avoidance can be reasons why Samsung adapted their strategies. Marketers should keep in mind that a crisis can strike a company at any time and that strategies and messages should be fully adapted to countries’ culture. This study gives extensive explanation of Samsung Galaxy Note 7 crisis and help to marketers to better understand the stakes and strategies for a company’s crisis communication.