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An empirical study on the effects of an enterprise fan page
Journal of Organizational Computing and Electronic Commerce ( IF 2.9 ) Pub Date : 2018-07-03 , DOI: 10.1080/10919392.2018.1482604 Shari S.C. Shang, Wei-Yen Hsu, Hsiao-Ting Tseng, Jen Jen Jiang, Chieh-Jen Chiang
Journal of Organizational Computing and Electronic Commerce ( IF 2.9 ) Pub Date : 2018-07-03 , DOI: 10.1080/10919392.2018.1482604 Shari S.C. Shang, Wei-Yen Hsu, Hsiao-Ting Tseng, Jen Jen Jiang, Chieh-Jen Chiang
ABSTRACT Most major enterprises have invested in social networking to provide services, promote products, or communicate with customers. However, to date, no clear understanding on the effects of social networks on business performance has emerged. This study examines the relationship between the capability of the enterprise to manage social networks and the resultant benefits of their investing in the social network. A fan page on Facebook is the selected target of study. By analyzing the effort required to manage a fan page, we measured the fan-page managing capability by its number of fans. Then, we proposed six hypotheses for empirical examination of the causal relationship between enterprises’ social network managing capability and business benefits. The study applied two-stage data collection and testing. The first stage is to build a general understanding of the relationship between the number of fans and business revenue. Based on findings of the first stage, the study tested the hypotheses on selected global firms and sought patterns of benefits generated from the fan page. This study builds deep understanding from various aspects about fan-page effects on enterprises, and proposes that firms that provide products and services with characteristics of low-product price, short-product durability, and low-customer involvement are empirically influenced by the management of their fan pages.
中文翻译:
企业粉丝专页效果的实证研究
摘要 大多数大型企业都投资于社交网络,以提供服务、推广产品或与客户交流。然而,迄今为止,人们对社交网络对业务绩效的影响还没有明确的认识。本研究考察了企业管理社交网络的能力与其投资于社交网络的收益之间的关系。Facebook 上的粉丝页面是选定的研究对象。通过分析管理粉丝页面所需的工作量,我们通过粉丝数量来衡量粉丝页面的管理能力。然后,我们提出了六个假设来实证检验企业的社交网络管理能力与商业利益之间的因果关系。该研究采用两阶段数据收集和测试。第一阶段是建立对粉丝数量与业务收入关系的大致了解。根据第一阶段的发现,该研究测试了选定的全球公司的假设,并寻找粉丝页面产生的收益模式。本研究从各个方面对粉丝页面对企业的影响建立了深刻的理解,并提出提供产品和服务具有产品价格低、产品耐用性短、客户参与度低的特征的企业在经验上受到了粉丝页面管理的影响。他们的粉丝页面。
更新日期:2018-07-03
中文翻译:
企业粉丝专页效果的实证研究
摘要 大多数大型企业都投资于社交网络,以提供服务、推广产品或与客户交流。然而,迄今为止,人们对社交网络对业务绩效的影响还没有明确的认识。本研究考察了企业管理社交网络的能力与其投资于社交网络的收益之间的关系。Facebook 上的粉丝页面是选定的研究对象。通过分析管理粉丝页面所需的工作量,我们通过粉丝数量来衡量粉丝页面的管理能力。然后,我们提出了六个假设来实证检验企业的社交网络管理能力与商业利益之间的因果关系。该研究采用两阶段数据收集和测试。第一阶段是建立对粉丝数量与业务收入关系的大致了解。根据第一阶段的发现,该研究测试了选定的全球公司的假设,并寻找粉丝页面产生的收益模式。本研究从各个方面对粉丝页面对企业的影响建立了深刻的理解,并提出提供产品和服务具有产品价格低、产品耐用性短、客户参与度低的特征的企业在经验上受到了粉丝页面管理的影响。他们的粉丝页面。