Combined DEMATEL and Kano Method in Identifying Facebook Insights Metrics

Autor: HUANG,TSU-HANG, 黃子航
Rok vydání: 2016
Druh dokumentu: 學位論文 ; thesis
Popis: 104
With the popularity of the concept of Internet sharing, social media site have already risen, spread the message of the rapid growth rate, has impact and changed the traditional media. Social Media allows users to create their own topics, so that the message spread closer to life; Can be interact quickly, reflect social events, and even further promote the development trend of the world. Facebook is currently the largest domestic use social websites, companies have set up Facebook fan page, and expect to achieve brand marketing, product promotion, customer service and follow-up support purposes. But only to develop a social media strategy will produce meaningful, real commercial repayment. Therefore, Fan page Critical success factor for planning and control, is critical and important. Purpose of this research to explore the relationship between fan page Insights Metrics indexes to clarify its impact on the operation of the fan page, fan page in order to facilitate improved business decisions. For achieve the research purposes, Firstly, the use of Kano two-dimensional quality model questionnaire survey operators, the distinction between the attributes of each Insights Metrics. The results showed that: "Total Page Likes as of Today", " Post Reach", "10-Second Views", These three metrics belong to Must-be quality element; "Likes, Comments, and Shares ", " Hide, Report as Spam, and Unlikes ", "Total reach ", "When Your Fans Are Online ", "Video Views ", "10-Second Views" belongs to One-dimensional quality element; "Net Likes" is Attractive quality element; Other metrics belong to Indifferent quality element. Then, Decision Making Trial and Evaluation Laboratory (DEMATEL) analysis Insights Metrics causality and degree of mutual influence of each Insights Metrics. Analysis of results:Cause factors of perceived benefits is the most critical factor, there is "Total Page Likes as of Today "; Cause factors of perceived risks have " Hide, Report as Spam, and Unlikes ", " When Your Fans Are Online "; Effect factors of perceived risks are "10-Second Views," "video views"; About Effect factors of perceived benefits, the urgent need to be managed factors are "Net Likes "," Total reach ","Post Reach "," Likes, Comments, and Shares". Expected based on the main causal relationship Insights Metrics fan page will be recommendations for improvement, providing operators do the right thing, in the right direction, to make it more effective. keywords: Facebook、Fan Page、DEMATEL、Kano model、Page Insights、Metrics
Databáze: Networked Digital Library of Theses & Dissertations
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