Brand Alliance-Based Campaign in Customer Engagement Site: A Search Engine Optimizing Perspective
| Autor: | Wei-Cheng Yang, 楊維正 |
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| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Facing the fast-changing trend of service economy upon new media, most small and medium enterprises (SMEs) don’t have the capability to utilize new media to stimulate customer engagement behavior (CEB) through customer life cycle (acquisition, development, and retention). In all the new media, search engine is the most helpful way on acquiring and developing new customers, thus we propose a new framework based on search engine to maximizing the CEB through brand alliance-based campaign (which is a popular marketing strategy for SMEs to acquire new customers). According to our framework, the study implements two search engine services including inlink building service and long tail keyword service on engagement site. With conducting controlled experiments toward SMEs and customers, we testify our system by SMEs and the effects of services toward the customers. We find that inlink building service and long tail keyword service increase both on high search targetability and web visibility for customers. With high web visibility and search targeatbiliy, CEB can be stimulated on engagement site and also target sites of SMEs. Thus we conclude that SMEs can use brand alliance-based campaign with our services as a trigger to stimulate CEB. With increment on engagement behavior, customer’s brand attitudes then increase and in the end become loyal customers to the SMEs. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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