當(dāng)今,每天在Twitter發(fā)送100,000條推文,在Facebook上共享684,478條內(nèi)容,在Google上進(jìn)行200萬次搜索查詢,將48小時(shí)視頻上傳到Y(jié)ou Tube,在Instagram上共享3,600張照片和已創(chuàng)建571社交網(wǎng)站(James,2012年)。社交媒體指的是可以使全球各地的人通過互聯(lián)網(wǎng)實(shí)現(xiàn)互連、聊天、共享內(nèi)容、視頻通話等功能的應(yīng)用程序、網(wǎng)站或博客。一些常見且廣泛使用的社交媒體平臺(tái)包括Facebook、Twitter、Whats App、Snapchat等等。鑒于社交媒體的廣泛應(yīng)用,大中小型企業(yè)、商店以及個(gè)人賣家越來越依賴它,以實(shí)現(xiàn)其營銷和品牌目標(biāo)。通過取代傳統(tǒng)的營銷方式,社交媒體為企業(yè)提供了新的機(jī)會(huì),使消費(fèi)者參與互聯(lián)網(wǎng)上的社交互動(dòng)�，F(xiàn)在,Facebook和Twitter等社交媒體已經(jīng)讓消費(fèi)者很容易發(fā)布產(chǎn)品評論,并聯(lián)系到社區(qū)中其他志同道合的個(gè)人。隨著社交媒體滲透到我們作為消費(fèi)者的生活中,在人們購物之前,他們越來越多地向社交媒體社區(qū)尋求意見(Drell,2011)。社交媒體工具已經(jīng)成為營銷人員接觸消費(fèi)者的絕佳渠道。Hanlon等(2008)的文章指出,社交媒體對營銷...

【文章頁數(shù)】：87 頁

【學(xué)位級別】：碩士

【文章目錄】：
摘要
Abstract
Operational Definitions of Terms
Chapter 1 Introduction
    1.1 Background and Research Questions
        1.1.1 Background
        1.1.2 Research Questions
    1.2 Research Objective and Significance
        1.2.1 Research Objectives
        1.2.2 Research Significance
        1.2.3 Research Scope
    1.3 Literature Review
        1.3.1 Consumer Behavior Theories
        1.3.2 Advertising Theories
        1.3.3 Advertisings Models
        1.3.4 Social Media Marketing Theories
        1.3.5 Socio Cultural Theories
    1.4 Research Structure
Chapter 2 Research Model and Research Design
    2.1 Research Model
    2.2 Research Hypotheses
        2.2.1 Hypothesis I Review
        2.2.2 Hypothesis II Review
        2.2.3 Hypothesis III Review
        2.2.4 Hypothesis IV Review
        2.2.5 Hypothesis V Review
    2.3 Research Desing
        2.3.1 Questionnaire Design
        2.3.2 Study Area
        2.3.3 Sampling
    2.4 Chapter Summary
Chapter 3 Analyses and Findings
    3.1 Data Pre-Analysis
        3.1.1 Analysis Strategy
        3.1.2 Validity and Reliability of Instruments
        3.1.3 Editing
        3.1.4 Coding
        3.1.5 Classification
        3.1.6 Presentation
    3.2 Respondents Demography
        3.2.1 Age
        3.2.2 Gender
        3.2.3 Respondent Profiles
    3.3 Test of the Main Hypotheses
        3.3.1 Hypothesis I: Relation between Socioeconomic Status and Students’ Brand Awareness
        3.3.2 Hypothesis II: Relation between Students’ Brand Awareness and BuyingBehavior
        3.3.3 Hypothesis III: The Impact of Students’ Socioeconomic Status onStudents Buying Behavior
        3.3.4 Hypothesis IV: The Moderating Impact of Social Media Marketing onStudents’ Brand Awareness – Buying Behavior Relations
        3.3.5 Hypothesis V: The Moderating Impact of Social Media Marketing onStudents’ Socioeconomic Status – Buying Behavior Relations
    3.4 Chapter Summary
Chapter 4 Discussion and Recommendations
    4.1 Discussion
    4.2 Recommendations
        4.2.1 Socioeconomic Class with the Least Income Level as Target ConsumerGroup
        4.2.2 Socioeconomic Class with Low Income Level as Target ConsumerGroup
        4.2.3 Socioeconomic Group with Middle Income Level as Target ConsumerGroup
        4.2.4 Socioeconomic Group with High Income Level as Target ConsumerGroup
        4.2.5 Socioeconomic Group with the Highest Income Level as TargetConsumer Group
    4.3 Chapter Summary
Conclusion
結(jié)論
References
Appendix A
Conditions and Funds used
Acknowledgements



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