全球都在熱衷社群媒體，其中會員最多的 Facebook 每月活躍的會員更超過了十億人，這麼多活躍的人群聚在社群媒體上，吸引了國外很多企業行銷溝通改採用社群媒體，許多成功個案已經被傳頌許久。然而台灣使用 Facebook 的會員超過總人口的 58%，卻沒有相對比例的台灣企業改採社群媒體當作行銷溝通的媒介，若台灣企業採用社群媒體行銷是不是能和國外的個案一樣成功呢? 台灣高科技產業近年毛利逐漸減少，紛紛尋求轉型發展自有品牌來提高獲利空間，社群媒體行銷應該是可以借助的行銷組合，因為社群媒體用較少的行銷預算就可以讓目標客戶信任你的品牌並建立深厚的關係。 本研究希望能夠幫台灣高科技找到經營社群媒體行銷最佳的方法與情境，因此採用多重個案分析的方式，深度訪談高科技代表公司英特爾以及華碩電腦的行銷負責人，分析他們所在的高科技產業特性以及公司內部特性如何影響他們的社群媒體行銷策略，希望從中發現可以供台灣高科技公司借鏡的結論。 本研究發現，台灣高科技公司應該學習英特爾公司運用Safko (2010) 歸納出的五個步驟，循序漸進的將社群媒體行銷三位一體模式整合到行銷溝通策略中，同時行銷溝通應該包括 Rogers (2011) 的行銷漏斗理論中的各個層面，目標是讓企業利害關係人所在社群能夠擁護你的品牌主張。此外研究發現，企業經營社群媒體行銷需要管理高層的同意與支持，分配必要資源，做好長期經營的準備，這是企業經營社群媒體行銷的成功關鍵因素。

近年來，透過社群媒體向消費者宣傳商品與理念的旅遊服務供應商日益增多，但卻有不少企業苦於衡量其中的效果。雖然文獻已提出社群媒體的行銷機會與發展性，然而實際對商品銷售進行分析的文獻仍有限，因此本研究試圖驗證社群媒體行銷活動是否會正向影響旅遊商品的銷售。此外考量到不同的商品特質可能會對媒體行銷效果帶來不同程度的影響，因此本研究將藉由以下五種旅遊商品特性，包括旅遊結構、旅客參與度、旅遊範圍、商品價格與天數，來探討社群媒體行銷與商品銷售的關係。 本研究將一間國內知名旅行社於2012至2013年期間在Facebook粉絲專頁上所行銷過的相關商品作為實驗組，並找出同時期販售但未在Facebook上行銷的類似商品作為控制組，進行差異中之差異法(Difference in Difference)，以探討在Facebook行銷前後，實驗組與對照組商品銷售的差異。研究結果顯示Facebook行銷活動對旅遊商品的購買有正向影響，此外透過社群媒體宣傳較低結構的旅遊、較為放鬆的行程、範圍較小的目的地或相對低價的商品更有機會提升銷售，而天數為唯一無法調節Facebook行銷活動與銷售關係之商品特性。 / A growing number of tourism industry suppliers are using social media to promote their services and reach target customers despite some doubt regarding the effectiveness of these tools. Nevertheless, few researchers have examined the effects of social media marketing, and especially its effects on sales. Therefore, our study aims to assess the impact of social media on the purchase of tourism products. Additionally, to explore whether the influence of social media marketing changes among different types of tourism products, we develop a typology of tourism products that classifies tourism along the following five dimensions: (1) the structure of tourism, (2) the involvement of tourists, (3) the scope of tourism, (4) the price of products, and (5) the length of a tour. All tours with Facebook campaigns conducted by our case company from February 1, 2012 to November 30, 2013 are selected as our target tourism products. Moreover, we choose certain products without Facebook campaigns that were available for purchase during the same time period as a control group. We obtain the sales data from the case company and calculate the sales of each product before and after the Facebook campaigns. We then apply a difference-in-difference approach, comparing the average changes in sales performance of the treatment group with those of the control group. The results show that Facebook campaign activities have a positive impact on purchases of tourism products. Furthermore, sales are more likely to increase when a travel agency promotes products that are less structured, limited in scope, relatively lower-priced, or require less tourist involvement.

Web 2.0的時代來臨，「人」成為網路世界的主角，網際網路世界的雙向人際互動受到重視，近年來，越來越多社群網站出現在我們的生活當中，成為現代人溝通連絡的主要管道之一，其中又以2004年創立的Facebook使用率最高，目前已累積約8億的使用者，成為會員數成長最快的社群網站。由於大量的用戶及快速的消息傳播速度，企業開始透過在Facebook設立粉絲專頁來行銷宣傳，與顧客建立關係，而博物館雖屬非營利組織，但為了與日漸多樣化的休閒機構競爭，行銷成為經營重點，因此亦紛紛跟隨潮流架設起專屬的Facebook粉絲專頁，希望能藉此進行網路社群媒體行銷。 本研究藉由個案研究法，線上觀察世界四大博物館─紐約大都會藝術博物館、羅浮宮博物館、大英博物館、國立故宮博物院的Facebook粉絲專頁經營模式，分析比較各個博物館的粉絲專頁內容，評估其是否符合過去文獻所整理的Facebook成功經營要素，並採用粉絲數及談論率做為衡量指標評估營運績效。研究結果發現各博物館發文內容多與博物館展覽和館藏文物相關，且喜歡採用文字搭配圖片方式發文；以營運績效而言，紐約大都會藝術博物館Facebook粉絲數量最多，但國立故宮博物院粉絲專頁的討論率最高，與粉絲互動較佳；同時，本研究亦發現四大博物館目前Facebook粉絲專頁的粉絲雖持續增加中，不過談論率相當低，顯示在經營績效並不佳，仍有許多改善空間，因此提出實務建議以供未來博物館營運Facebook粉絲專頁時參考。 / In the era of Web 2.0, the interaction among people in the Internet world becomes important. In recent years, there are more social network websites emerging in our life. This trend gradually changes our ways of communication. Among these social network sites, Facebook, with approximately 800 billion users now, grows the fast and is the most popular websites. Because of the large number of Facebook’s users and its quick speed of spreading information, many corporations have set up their own fan pages to do marketing and build relationship with customers. Non-profit organizations are no exception. Museums, in order to compete with the other recreational facilities, also establish fan pages on Facebook to promote themselves. This study chooses four world famous museums--Metropolitan Museum of Art in New York, British Museum, Musée du Louvre, and National Palace Museum to do case study. By observing and analyzing the contents of each museum’s fan page, and evaluating its performance through the number of fans and the ratio of “people talking about this,” the study assesses whether these four museums’ operation of Facebook is successful or not. The result shows the main contents of these museums’ Facebook fan pages are about exhibitions and most of information is released with words and pictures. As for the operation performance, Metropolitan Museum of Art in New York has the most fans, but National Palace Museum has the highest ratio of people talking about this, which means it has better interaction with fans. However, according to the result, the performance of Facebook of every museum is not satisfactory and there are lots of spaces to improve. Therefore, researcher gives some practical advice in the end of the study as future operational reference.