published_or_final_version / Business Administration / Master / Master of Business Administration

Social media continues to serve as vehicles for fostering relationships with customers. One specific way to implement this is to create and operate brand fan communities on social networking sites. Brands can place posts (including videos, messages, quizzes, information, and other material) in these brand communities. By customer’s reposting or commenting on the posts, it subsequently reflects the brand post popularity. In order to investigate the possible drivers for brand post popularity in the Chinese social media context, this thesis selects Tuborg’s Green Fest as the case, its official account on Weibo as the platform, and analyzes the correlation between six driven factors and brand post popularity pairwise.  Results show that interactivity is the most important factor for popularity; a higher level of interactivity would help boost popularity. Followed by entertaining content and vividness are also two factors that positively related to brand post popularity. Moreover, the post theme of Fans interaction is most popular with fans, while the theme of Green Fest information would have negative impact on post popularity. Nevertheless, informational content is not welcome by the fans either, which may have a negative influence on popularity. Managers of brands that operate brand fan communities can be guided by this research with regards to deciding which characteristics or content to place in their brand posts.

by Leung Yiu-kwan, Siu Kwok-keung, William. / Bibliography: leaf [72] / Thesis (M.B.A.)--Chinese University of Hong Kong, 1986

by Ko Fung, Alice and Ng Kwok Pui, Ricky. / Includes questionarire in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves 72-74). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.v / ACKNOWLEDGEMENTS --- p.vii / Chapter / Chapter I. --- INTRODUCTION AND STATEMENT OF PROBLEM --- p.1 / Chapter II. --- LITERATURE REVIEW --- p.7 / Origins of Express Delivery Service --- p.1 / Development of Internatiomal Express Delivery Service --- p.9 / Emergence of Express Delivery Services in Hong Kong --- p.11 / BIBLIOGRAPHY --- p.13 / Chapter III. --- INDUSTRY REVIEW --- p.15 / Industry Profile --- p.15 / Competitive Profile --- p.16 / Customer Profile --- p.21 / Chapter IV. --- METHODOLOGY --- p.23 / Hypotheses --- p.23 / Research Design Multi-dimensional Approach --- p.24 / Chapter V. --- MORNING EXPRESS COURIER: AN IN-DEPTH LOOK --- p.34 / Service Provided。 --- p.34 / Mode of Operation --- p.37 / Service Highlights --- p.40 / Chapter VI. --- RESEARCH FINDINGS --- p.41 / Results of Percentage Counts --- p.41 / Retailers --- p.41 / Customers --- p.47 / Results of Cross-Tabulations --- p.52 / Retailers --- p.52 / Customers --- p.54 / Chapter VII. --- ANALYSIS AND INTERPRETATIONS --- p.56 / Chapter VIII. --- RECOMMENDATIONS --- p.63 / Target Market --- p.63 / Retail Shops --- p.64 / Consumers --- p.64 / Positioning --- p.65 / Product --- p.65 / Price --- p.66 / Place --- p.67 / Promotion --- p.68 / Chapter IX. --- LIMITATIONS AND FURTHER RESEARCH --- p.71 / REFERENCE NOTES --- p.72 / APPENDICES --- p.75

by Au Tsang Pui, Wong Kin Hong, Joseph. / Includes questionnaire in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves [29-32] (2nd gp.)). / ACKNOWLEDGEMENT --- p.i / abstract --- p.ii / table of contents --- p.iii / Chapter --- p.1 / Chapter I. --- INTRODUCTION --- p.1 / The Concept of Marketing --- p.1 / Green Movement --- p.2 / Green Marketing --- p.3 / Marketers' Response --- p.4 / Consumers' Response --- p.5 / Objective of Study --- p.7 / Scope of analysis --- p.8 / Objectives --- p.9 / Chapter II. --- literature review --- p.12 / Conjoint Analysis --- p.13 / Introduction --- p.13 / Comparison with Other Multiattribute Models --- p.14 / Alternative Approaches to Measuring Preference Structures --- p.15 / Conjoint Analysis in Detail --- p.16 / Commercial Use of Conjoint Analysis --- p.19 / Stimulus Set Construction --- p.20 / Limitations and Unsolved Problems --- p.21 / Values --- p.23 / Introduction --- p.23 / Relationship of Values with Environmental Behaviour --- p.25 / Chapter III. --- METHODOLOGY --- p.27 / Research Design --- p.27 / Secondary Data Research --- p.27 / Primary Data Research --- p.28 / Chapter IV. --- RESULTS --- p.45 / Part II --- p.45 / Quantitative Results --- p.45 / Part III --- p.47 / Quantitative Results --- p.47 / Analytical Results --- p.48 / Chapter V. --- DISCUSSION AND INTERPRETATION --- p.49 / All Respondents --- p.49 / Green Consumer Segments --- p.51 / Demographic Effect --- p.54 / Effect of Age --- p.54 / Effect of Education --- p.55 / Effect of Households Monthly Income --- p.56 / Relationship Between Demographic and Environmental Values and Attitudes --- p.56 / Conclusion --- p.57 / Implication --- p.60 / Limitation --- p.61 / APPENDIX / BIBLIOGRAPHY

by Li Wai-man, Peter. / Bibliography: leaves 121-122 / Thesis (M.B.A.)--Chinese University of Hong Kong, 1986

by Lam Siu-wah, Echo, Wu Kim-shu, Patrick. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1989. / Bibliography: leaf [123]

by Ma Hon-chung, Paris. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves [B-1]-B-3. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.viii / ACKNOWLEDGEMENTS --- p.ix / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter 1.1 --- Cable TV as an Advertising Media --- p.1 / Chapter 1.2 --- Cable TV as a Direct marketing Tool --- p.3 / Chapter 1.3 --- The Research Objectives --- p.8 / Chapter 1.4 --- The Hypothesis --- p.10 / Chapter 1.5 --- The Significance of the Research --- p.11 / Chapter CHAPTER II --- RESEARCH DESIGN AND METHODOLOGY --- p.13 / Chapter 2.1 --- Variables --- p.14 / Chapter 2.2 --- Literature Survey --- p.16 / Chapter 2.3 --- Brief Technical Study --- p.16 / Chapter 2.4 --- Sampling Plan --- p.17 / Chapter 2.5 --- Sampling Criteria --- p.18 / Chapter 2.6 --- Product Design and Demonstration --- p.20 / Chapter 2.7 --- Consumer Research --- p.21 / Chapter 2.8 --- Analysis and Conclusion --- p.22 / Chapter CHAPTER III --- LITERATURE SURVEY --- p.23 / Chapter 3.1 --- The Early Systems --- p.23 / Chapter 3.2 --- Home Shopping through Viewdata System --- p.25 / Chapter 3.3 --- Industrial Experience of Home Shopping through Cable TV --- p.27 / Chapter 3.4 --- Other Related Studies --- p.30 / Chapter CHAPTER IV --- A BRIEF TECHNICAL STUDY --- p.32 / Chapter 4.1 --- Compostion of a Direct Response Cable TV System --- p.32 / Chapter 4.2 --- Cable System in Hong Kong --- p.33 / Chapter 4.3 --- HDTV and Future System --- p.35 / Chapter CHAPTER V --- CONSUMER RESEARCH - RESULTS AND ANALYSIS --- p.38 / Chapter 5.1 --- Summary of Procedure --- p.38 / Chapter 5.2 --- Samples Achieved --- p.40 / Chapter 5.3 --- Shopping Habit and Shopping Decision --- p.42 / Chapter 5.4 --- General Reception and Expectation --- p.44 / Chapter 5.5 --- Preference on Format and Program View Time --- p.46 / Chapter 5.6 --- Merchandise and Presentation --- p.47 / Chapter 5.7 --- Price Tolerance --- p.48 / Chapter 5.8 --- Response Method --- p.49 / Chapter 5.9 --- Delivery Option --- p.50 / Chapter 5.10 --- Payment Option --- p.51 / Chapter 5.11 --- Merchandise Return Policy --- p.51 / Chapter 5.12 --- Other Attributes --- p.52 / Chapter CHAPTER VI --- CONCLUSION AND RECOMMENDATION --- p.54 / Chapter 6.1 --- Limitation of the Research Reinstated --- p.54 / Chapter 6.2 --- Conclusion and Suggestion --- p.55 / Chapter 6.2.1 --- Group Difference - Inference --- p.55 / Chapter 6.2.2 --- General Reception and Expectation --- p.57 / Chapter 6.2.3 --- Program Format and View Time --- p.58 / Chapter 6.2.4 --- Merchandise and Presentation --- p.59 / Chapter 6.2.5 --- Price --- p.59 / Chapter 6.2.6 --- Response Method --- p.60 / Chapter 6.2.7 --- Order Acknowledgement --- p.60 / Chapter 6.2.8 --- Delivery --- p.60 / Chapter 6.2.9 --- Payment --- p.61 / Chapter 6.2.10 --- Merchandise Return Policy --- p.61 / Chapter 6.2.11 --- Others --- p.62 / Chapter 6.3 --- Recommendation --- p.62 / Chapter 6.4 --- Areas for Further Research --- p.65 / Chapter CHAPTER VII --- SUMMARY OF FINDINGS --- p.67 / APPENDIX / Chapter 1. --- Consumer Research Focus Group Discussion Guide --- p.Al-1 / Chapter 2. --- Consumer Research Visual Aid ´ؤ Contents --- p.A2-1 / Chapter 3. --- Consumer Research Sample Quota Sheet --- p.A3-1 / Chapter 4. --- Sample Profile --- p.A4-1 / BIBLIOGRAPHY

by Lee Sum Yiu, Raymond. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves B1-1-B1-2). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / ACKNOWLEDGEMENTS --- p.vii / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter CHAPTER II --- RESEARCH OBJECTIVES AND METHODOLOGY / Chapter 2.1 --- Business problem defined --- p.3 / Chapter 2.2 --- Research objectives --- p.3 / Chapter 2.3 --- Research methodology --- p.4 / Chapter 2.3.1 --- Research design --- p.6 / Chapter 2.3.2 --- Sampling design --- p.7 / Chapter CHAPTER III --- LITERATURE REVIEW / Chapter 3.1 --- Definition of attitude --- p.9 / Chapter 3.2 --- Function of attitude --- p.10 / Chapter 3.3 --- Consumer research literature --- p.12 / Chapter CHAPTER IV --- PRODUCT DESCRIPTION AND KEY SELLING POINT / Chapter 4.1 --- Key features of BMW Touring Car --- p.16 / Chapter 4.1.1. --- Practical and flexible design --- p.16 / Chapter 4.1.2. --- Performance --- p.17 / Chapter 4.2 --- Key selling points --- p.18 / Chapter CHAPTER V --- COMPETITIVE PROFILE / Chapter 5.1 --- Direct competitors --- p.21 / Chapter 5.2 --- Indirect competitors --- p.23 / Chapter CHAPTER VI --- RESEARCH HYPOTHESIS --- p.25 / Chapter CHAPTER VII --- QUESTIONAIRE DESIGN --- p.29 / Chapter 7.1 --- General question & product information --- p.30 / Chapter 7.1.1. --- Product usage --- p.30 / Chapter 7.1.2 --- Lifestyle characteristics --- p.30 / Chapter 7.1.3 --- Product functions and feature --- p.30 / Chapter 7.1.4 --- Product image and status --- p.31 / Chapter 7.1.5 --- Competitors --- p.31 / Chapter 7.1.6 --- Number of car owned --- p.31 / Chapter 7.2 --- Pricing --- p.31 / Chapter 7.3 --- Advertising and promotion --- p.32 / Chapter 7.4 --- Service provided by sales force --- p.32 / Chapter CHAPTER VIII --- LET THOSE WHO BOUGHT IT SAID SOMETHING --- p.33 / Chapter CHAPTER IX --- DISCUSSION ON RESEARCH FINDING / Chapter 9.1 --- Summary of sample achieved --- p.37 / Chapter 9.2 --- Interview procedures --- p.38 / Chapter 9.3 --- Result and Analysis / Chapter 9.3.1 --- Target customers --- p.40 / Chapter 9.3.2 --- Product image and impression --- p.41 / Chapter 9.3.3 --- Pricing of the product --- p.49 / Chapter 9.3.4 --- Advertising and promotion --- p.50 / Chapter 9.3.5 --- Sales force management --- p.51 / Chapter CHAPTER X --- CONCLUSION AND RECOMMENDATION / Chapter 10.1 --- Limitation of present research --- p.53 / Chapter 10.2 --- Conclusion / Chapter 10.2.1 --- Defining the target segment --- p.54 / Chapter 10.2.2 --- Product image and impression --- p.55 / Chapter 10.2.3 --- Pricing Strategy --- p.56 / Chapter 10.2.4 --- Advertising and Promotion --- p.56 / Chapter 10.2.5 --- Sales force management --- p.57 / Chapter 10.3 --- Recommendation --- p.57 / Chapter CHAPTER XI --- OVERALL REVIEW OF THE RESEARCH --- p.59 / Chapter APPENDIX I --- QUESTIONAIRE FOR DEPTH INTERVIEW --- p.A1-1 / Chapter APPENDIX II --- DEMOGRAPHIC INFORMATION OF INTERVIEWEES --- p.A2-1 / BIBLIOGRAPHY --- p.B1-1

by Law Yuet Yung, Florence, Ma Yuen Hung, Pony. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 62-66). / ACKNOWLEDGEMENT --- p.i / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Definition of Direct Response Television Advertising --- p.1 / Chapter 1.2 --- Development of DRTV Advertising in the United States --- p.2 / Chapter 1.3 --- Merits of DRTV Advertising --- p.3 / Chapter 1.4 --- Emergence of DRTV Advertising in Hong Kong --- p.4 / Chapter 1.5 --- Research Objectives --- p.5 / Chapter II. --- RESEARCH METHODOLOGY --- p.7 / Chapter 2.1 --- Literature Review --- p.7 / Chapter 2.2 --- Direct Observation of DRTV Commercials --- p.8 / Chapter 2.3 --- Interview with DRTV Marketers and DM Agency --- p.8 / Chapter 2.4 --- Interview with Television Broadcasting Companies --- p.8 / Chapter 2.5 --- Interview with Consumer Council --- p.9 / Chapter 2.6 --- Interview with Consumers --- p.9 / Chapter 2.7 --- Analysis and Conclusion --- p.10 / Chapter III. --- FINDINGS FROM LITERATURE REVIEW --- p.11 / Chapter 3.1 --- Experience in the United States --- p.11 / Chapter 3.2 --- Reasons for DRTV Advertising to Become Popular in the United States --- p.13 / Chapter 3.3 --- Consumer Acceptance of DRTV Advertising in the United States --- p.13 / Chapter IV. --- DIRECT OBSERVATION OF DRTV COMMERCIALS --- p.15 / Chapter 4.1 --- Development of DRTV Advertising in Hong Kong --- p.15 / Chapter 4.2 --- Time Slot and Length of DRTV Commercials --- p.16 / Chapter 4.3 --- Types of Products Sold and Price Range --- p.16 / Chapter 4.4 --- Presentation Style --- p.17 / Chapter V. --- SUMMARY OF INTERVIEW FINDINGS --- p.19 / Chapter 5.1 --- DRTV Marketers and DM Agency --- p.19 / Chapter 5.1.1 --- History of DRTV Advertising in Hong Kong --- p.19 / Chapter 5.1.2 --- Reasons for Going into DRTV Advertising --- p.20 / Chapter 5.1.3 --- Operations --- p.21 / Chapter 5.1.4 --- Conditions Favouring the Development of DRTV Advertising --- p.22 / Chapter 5.1.5 --- Constraints Hindering the Development of DRTV Advertising --- p.23 / Chapter 5.1.6 --- Marketing Strategy --- p.24 / Chapter 5.1.7 --- Cable Television --- p.25 / Chapter 5.1.8 --- Prediction of Future Development of DRTV Advertising in Hong Kong --- p.26 / Chapter 5.2 --- Television Broadcasting Companies --- p.26 / Chapter 5.2.1 --- Regulations Imposed by the Television & Entertainment Licensing Authority (TELA) and Broadcasting Authority (BA) --- p.27 / Chapter 5.2.2 --- Air Time and Charges for DRTV Commercials --- p.28 / Chapter 5.2.3 --- Comment on Development of DRTV Advertising --- p.29 / Chapter 5.3 --- Consumer Council --- p.29 / Chapter 5.3.1 --- Nature and Number of Consumer Complaints --- p.29 / Chapter 5.3.2 --- Action Taken by Consumer Council --- p.30 / Chapter 5.3.3 --- Study Done by Consumer Council on DM --- p.30 / Chapter 5.3.4 --- Advices Given by Consumer Council to DRTV Marketers --- p.31 / Chapter 5.4 --- DRTV Buyers --- p.32 / Chapter 5.4.1 --- Demographics --- p.32 / Chapter 5.4.2 --- Types and Prices of Products Bought --- p.33 / Chapter 5.4.3 --- Reasons for Buying --- p.33 / Chapter 5.4.4 --- Recall of Ordering Process --- p.34 / Chapter 5.4.5 --- Comment on Quality of Products and Service --- p.34 / Chapter 5.4.6 --- General Comment on DRTV Advertising --- p.35 / Chapter 5.4.7 --- Shopping Habit and Decision Making Process --- p.36 / Chapter 5.4.8 --- Subscription of Star TV and Cable TV --- p.36 / Chapter 5.5 --- Consumers Without Prior Purchase Experience through DRTV Advertising --- p.37 / Chapter 5.5.1 --- Demographics --- p.37 / Chapter 5.5.2 --- Reasons for No Intention to Buy --- p.37 / Chapter 5.5.3 --- Comment on DRTV Advertising Programme --- p.39 / Chapter 5.5.4 --- General Perception on DRTV Advertising as a Shopping Means --- p.39 / Chapter 5.5.5 --- Shopping Habit and Decision Making Process --- p.39 / Chapter 5.5.6 --- Subscription of Star TV and Cable TV --- p.40 / Chapter VI. --- ANALYSIS --- p.41 / Chapter 6.1 --- Limitation --- p.41 / Chapter 6.1.1 --- Nature of Study --- p.41 / Chapter 6.1.2 --- Sample --- p.41 / Chapter 6.1.3 --- Non-Professional Interviewers --- p.42 / Chapter 6.2 --- Factors Favourable for the Development of DRTV Advertising in Hong Kong --- p.42 / Chapter 6.2.1 --- Economic Factors --- p.42 / Chapter 6.2.2 --- Societal Factors --- p.43 / Chapter 6.2.3 --- Technological Factors --- p.43 / Chapter 6.3 --- Consumers' Perception and Acceptance of DRTV Advertising --- p.43 / Chapter 6.3.1 --- Merits Perceived --- p.44 / Chapter 6.3.2 --- Risks Perceived --- p.44 / Chapter 6.4 --- Existing Strategy of DRTV Marketers --- p.46 / Chapter 6.4.1 --- Credibility of DRTV Marketers --- p.46 / Chapter 6.4.2 --- Total Marketing Mix --- p.47 / Chapter 6.5 --- Launching of Cable TV --- p.48 / Chapter VII. --- RECOMMENDATION --- p.49 / Chapter 7.1 --- Strategies Recommended to DRTV Marketers on : --- p.49 / Chapter 7.1.1 --- Product Selection --- p.49 / Chapter 7.1.2 --- Pricing --- p.50 / Chapter 7.1.3 --- Delivery --- p.51 / Chapter 7.1.4 --- After-Sale Services --- p.51 / Chapter 7.1.5 --- Presentation Format of DRTV Commercials --- p.52 / Chapter 7.1.6 --- Customer Base Management --- p.53 / Chapter 7.1.7 --- Exploiting Opportunities Provided by Cable TV --- p.53 / Chapter 7.1.8 --- Role of DRTV Advertising in the Total Marketing Mix --- p.54 / Chapter 7.2 --- Need for DRTV Practitioners to Develop DRTV Advertising as an Industry --- p.55 / Chapter 7.3 --- Government Legislation --- p.56 / Chapter VIII. --- CONCLUSION --- p.57 / APPENDIX --- p.58 / BIBLIOGRAPHY --- p.62