Please use this identifier to cite or link to this item:
Finding opinion leaders in social media for Word-Of-Mouth marketing
|Issue Date: ||2019-02-12 15:47:21 (UTC+8)|
|Abstract: ||在社群網路的快速發展下，社群平台上的資訊交流、經驗分享與互動已成為人們生活的一部份。而社群網路上也出現了眾多意見領袖，經由這些意見領袖的發言，帶動他人回應、分享、按讚，進而影響更多的人，形成了所謂的口碑行銷。然而在廣大的社群平台中，如何找到可有效進行口碑行銷的潛在意見領袖，是一個具挑戰性的問題。我們希望透過文章內容、發文數量、按讚數、留言數、分享數……等數值，依據長尾理論（The Long Tail）以及商品特徵找尋特定商品潛在的意見領袖，進行排名。在尋找適合之意見領袖的過程中，也進一步的探索與商品特性相關的關鍵字。|
本研究以Facebook 粉絲團為主要研究目標，開發一個線上視覺化系統，以圖形化介面方式呈現系統推薦，幫助行銷人員挑選符合需求的粉絲團，並在找尋的過程中掌握與商品相關的詞彙。希望透過這些粉絲團的宣傳，對特定商品進行口碑行銷（Word of Mouth），以達到精準行銷（Precision marketing）的目的。本系統透過使用者使用實驗，取得使用者回饋，並驗證系統的可用性。。從實驗結果顯示，本研究所設計的視覺化分析系統具有幫助找尋潛在的意見領袖的功能，並證實了本系統的發展價值。
With the rapid development of the social network, people use social networking platforms to exchange information, share experience and interact with other people every day. There also exist many opinion leaders on the social network, and their words can encourage users to respond, share information and click the like button, forming the so-called word-of-mouth marketing. However, in the huge social networking, how to find potential opinion leaders who can effectively promote word-of-mouth marketing is still a challenging issue. We hope to find the potential opinion leaders of specific product based on characteristics of social network platforms such as the content of articles, the number of posts, the number of likes, the number of comments, and the number of shares, etc. Based on “The Long Tail” theory and the characteristics of a given product, we hope to find and rank effective opinion leaders while discovering keywords related to the product in the exploration process.
In our research, focusing on the Facebook’s fan groups, we have developed an online visualization system to recommend fan groups through graphical interface. We hope to help marketers choose fan groups easily, and collect keywords related to product in the process of finding fan groups. We hope that through these fan groups, Word-of-Mouth can be used to promote specific products for precision marketing. We have conducted user experiments to verify the usability of the system and obtain user feedbacks. The experimental results and user feedbacks reveal that our visualization system indeed can help users find out potential opinion leaders for a given product, which confirms the value of developing such a system.
|Reference: || C. Anderson, "THE LONG TAIL," [Online]. Available: https://www.wired.com/2004/10/tail/. [Accessed 01 10 2004].|
 "The history of word of mouth marketing.," The Free Library, 2014. [Online]. Available: https://www.thefreelibrary.com/The+history+of+word+of+mouth+marketing.-a0134908667.
 J. Zabin and G. Brebach, Precision marketing: The new rules for attracting, retaining, and leveraging profitable customers., John Wiley & Sons, 2004.
 W. G. Mangold and D. J. Faulds, "Social Media: The New Hybrid Element of the Promotion Mix.," Business Horizons, vol. 52, no. 4, pp. 357-365, 2009.
 資策會FIND/經濟部技術處, "資策會FIND（2016）/ 服務系統體系驅動新興事業研發計畫（2/4）," 01 5 2017. [Online]. Available: https://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1934&fm_sqno=14.
 "Cloudbreakr - 亞洲網紅行銷平台," [Online]. Available: https://cloudbreakr.com/.
 "OpView社群口碑資料庫," [Online]. Available: http://www.opview.com.tw/.
 C. L. Hsu and H. W. Park, "Mapping Online Social Networks of Korean Politicians.," Government Information Quarterly,, vol. 29, no. 2, pp. 169-181, 2012.
 E. Katz, "The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis," Public opinion quarterly, vol. 21, no. 1, pp. 61-78., 1957.
 M. C. Nisbet and J. E. Kotcher, "A Two-Step Flow of Influence? Opinion-Leader Campaigns on Climate Change.," Science Communication, vol. 30, no. 3, pp. 328-354, 2009.
 M. Shi and A. C. Wojnicki, "Money Talks to Online Opinion Leaders: : What Motivates Opinion Leaders to Make Social-Network Referrals?," Journal of Advertising Research, vol. 54, no. 1, pp. 81-91, 2014.
 G. P. A. Leal, L. F. Hor-Meyll, and L. A. G. de Paula Pessôa, "Influence of Virtual Communities in Purchasing Decisions: The Participants’ Perspective," Journal of Business Research, vol. 67, no. 5, pp. 882-890, 2014.
 R. Huhn, J. B. Ferreira, A. S. D. Freitas, and F. L. Ramos, "The effects of social media opinion leaders’ recommendations on followers’ intention to buy.," Review of Business Management, vol. 20, no. 1, pp. 57-73, 2018.
 L. Page, S. Brin, R. Motwani, and T. Winograd, The PageRank citation ranking: Bringing order to the web., Stanford InfoLab, 1999.
 J. Leskovec and E. Horvitz, "Planetary-scale views on a large instant-messaging network.," Proceedings of the 17th international conference on World Wide Web. ACM, pp. 915-924, 2008.
 S. Edunov, C. Diuk, I. O. Filiz, S. Bhagat, and M. Burke, "Three and a half degrees of separation," Facebook Research, 4 2 2016. [Online]. Available: https://research.fb.com/three-and-a-half-degrees-of-separation/?hc_location=ufi.
 M. Zhu, X. Lin, T. Lu, and H. Wang, "Identification of Opinion Leaders in Social Networks Based on Sentiment Analysis: Evidence from an Automotive Forum.," Adv. Comput. Sci. Res, no. 58, pp. 412-416, 2016.
 V. R. Embar, I. Bhattacharya, V. Pandit, and R. Vaculin, "Online Topic-Based Social Influence Analysis for the Wimbledon Championships.," Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, pp. 1759-1768, 2015.
 "Graph API - Facebook for Developers," [Online]. Available: https://developers.facebook.com/docs/graph-api/?locale=zh_TW.
 T. Mikolov, K. Chen, G. S. Corrado, and J. Dean, "Efficient Estimation of Word Representations in Vector Space.," ArXiv Preprint ArXiv:1301.3781, 2013.
 C. Kim and S. U. Yang, "Like, comment, and share on Facebook: How each behavior differs from the other.," Public Relations Review, vol. 43, no. 2, pp. 441-449., 2017.
 林瑞程, 透過貼文分享以蒐集相關臉書粉絲頁之機制: 以太陽花運動為例., 碩士論文, 資訊科學系, 國立政治大學, 2015.
 "GitHub - fxsjy/jieba: 结巴中文分词," [Online]. Available: https://github.com/fxsjy/jieba.
 "Stanford Word Segmenter," [Online]. Available: https://nlp.stanford.edu/software/segmenter.shtml.
 "中文詞知識庫小組," [Online]. Available: http://ckip.iis.sinica.edu.tw:8080/wordsegment/.
 "OpenCC made with Python," [Online]. Available: https://github.com/yichen0831/opencc-python.
 L. R. Rabiner, "A tutorial on hidden Markov models and selected applications in speech recognition.," Proceedings of the IEEE, vol. 77, no. 2, pp. 257-286, 1989.
 "MySQL," [Online]. Available: https://www.mysql.com/.
 "Django: The Web framework for perfectionists with deadlines," [Online]. Available: https://www.djangoproject.com/.
 "vis.js - A dynamic, browser based visualization library.," [Online]. Available: http://visjs.org/.
 "NetworkX — NetworkX," [Online]. Available: https://networkx.github.io/.
 A. M. Lund, "Measuring usability with the use questionnaire12.," Usability interface, vol. 8, no. 2, pp. 3-6, 2001.
 J. Brooke, "SUS-A quick and dirty usability scale.," Usability evaluation in industry, vol. 189, no. 194, pp. 4-7, 1996.
 R. Likert, "A technique for the measurement of attitudes.," in Archives of psychology, 1932.
 A. Bangor, P. T. Kortum, and J. T. Miller, "An empirical evaluation of the system usability scale.," Intl. Journal of Human–Computer Interaction, pp. 574-594, 2008.
 A. Bangor, P. Kortum, and J. Miller, "Determining what individual SUS scores mean: Adding an adjective rating scale.," Journal of usability studies, vol. 4, no. 3, pp. 114-123, 2009.
|Source URI: ||http://thesis.lib.nccu.edu.tw/record/#G0105753007|
|Data Type: ||thesis|
|Appears in Collections:||[資訊科學系] 學位論文|
Files in This Item:
All items in 政大典藏 are protected by copyright, with all rights reserved.