The importance of social media is growing day by day because consumers
increasingly use online platforms to facilitate social interaction. One new form of social
media is microblog. The real time and ubiquitous communication that can deliver to a
network of people is a great benefit for marketers to build online brand communities. The
paper investigates the communication between the company and consumers based on
BenQ’s case in Taiwan. The focuses lie in addressing the types of topic, techniques for
marketing purposes and eWOM. These findings should assist marketers and academics in
their understanding of brand communities on social media. / text
| Identifer | oai:union.ndltd.org:UTEXAS/oai:repositories.lib.utexas.edu:2152/ETD-UT-2009-12-650 |
| Date | 20 August 2010 |
| Creators | Wu, Ying-chin |
| Source Sets | University of Texas |
| Language | English |
| Detected Language | English |
| Type | thesis |
| Format | application/pdf |
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