臺灣博碩士論文加值系統

社群媒體使用率的快速增長改變了的人與人的溝通方式，社群媒體的充份應用創造許多新興機會，例如建立個人品牌是品牌推廣的最新現象之一。線上的個人品牌辦識日益受到歡迎，建立品牌的社群網站吸引學術研究和管理人員的注意。 本研究的目的在於瞭解Facebook上的個人粉絲頁上有哪些因素會影響個人品牌辦識程度，進而影響品牌忠誠度與個人品牌。根據過去文獻與理論，本研究建立研究理論模型並提出假設，以量化研究之問卷調查法進行研究資料蒐集。回收之研究資料乃是以SmartPLS進行資料分析與假說檢定，研究結果發現自我表現、品牌差異、線上呈現等因素皆對社群媒體個人品牌辨識有顯著之影響。

Rapidly rising Social media usage has reshaped the communication culture and created online environments that provide various new opportunities. Personal branding is one of the latest phenomenon in the purview of branding and online personal branding is becoming more popular day by day. Social networking sites of brands are more attracting the attention of researchers and managers commended by their potential application for brand value creation. The aim of this study is to fill the gap in understanding how users identify a person as a brand through Personal page on Facebook, which is an act of identification with these brands on Facebook in the context of personal branding creation. A theoretical model was developed based the prior literatures. This study presents a model that a structure brand identification of users drives personal pages on social media for consumer brand identification and the model represents that personal branding is a manageable effect of brand identification.

Chinese Abstract......i
Abstract......ii
Acknowledgements......iii
Table of contents......iv
List of Table......vii
List of Figures......viii
Chapter 1 Introduction......1
1.1 Background......1
1.2 Research Motivation......3
1.3 Research Question......5
1.4 Purpose of the study......6
1.5 The structure of this study......7
Chapter 2 Theoritical Framework......8
2.1 The Concept of Personal branding......8
2.1.1 Who can actually engage in personal branding......10
2.1.2 Importance of personal branding......10
2.2 Personal branding strategy......12
2.2.1 Consumer Brand Identification (CBI)......12
2.2.2 Defining a personal brand......14
2.2.3 Creating and Managing a Personal branding......16
2.3 Online Personal branding strategy......17
2.3.1 How to commit personal branding online......18
2.3.2 Electronic Word of Mouth (EWOM)......19
2.4 Symbolic Interactionism and Personal Presentation......21
2.5 Facebook......24
2.5.1 Facebook usage in Mongolia......24
2.5.2 Facebook as a branding tool......26
2.5.3 Facebook fan pages and groups......28
Chapter 3 Research Methodology......30
3.1 Conceptual framework......30
3.2 Research Hypotheses Development......31
3.3 Research approach......35
3.4 Data analysis approach......39
3.4.1 Research Reliability and Validity......39
3.4.2 Statistical Analysis......40
3.4.3 Comfirmatory factoring analysis......41
Chapter 4 Data analysis......42
4.1 Respondents’ Demographics......42
4.2 Users interaction with the personal page contents......44
4.3 Reliability Analysis......48
4.4 Hypotheses testing......52
Chapter 5 Conclution ......55
5.1 Discussion......55
5.2 Conclusion......58
5.3 Recommendations......60
5.4 Delimitation and future research......61
References......62
Appendix I – English Question......66
Appendix II – Mongolian Question......74
Appendix III – Extended Abstract ......82

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