Exploring Value Creation of Content Marketing from the Customer Value Theory--The Example of Enterprise Mobility Management System Microsoft 365
| Autor: | Yen-Ju Chen, 陳彥汝 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 By the coming of digital era, there are more and more companies adopt content marketing as a commercial. This thesis took the Enterprise Mobility Management System Microsoft 365 as an example for case study and add Perceived Quality as a mediator. To study the value creation it made and consumer’s preference. Also, this thesis provides an example for companies to consult before they make marketing strategies. This thesis is based on a convenience sampling survey conducted by the people who have used the Enterprise Mobility Management System Microsoft 365. It let respondents watched the content marketing video of Microsoft 365 before taking survey. To understand the factors affecting consumer’s purchase intention, etc by the items of the survey. And use the Customer Value Theory to study consumer’s behaviors. The results of the research are as follows, 1. It will enhance the perceived quality of the brand when consumers see quality content marketing copies, and then urge them to purchase the products. 2. Perceived quality has a significant intermediary effect on practical content marketing copies and value creation, which means consumers put much importance on “knowledge” in marketing copies compare to entertaining content marketing. Prectical content marketing is more likely to attract the attention of consumers and make a better impression of the companies. 3. The practical and entertaining value of content marketing copies will bring much value creation to the companies. For example, increasing the purchase intention of consumers and raising the brand image, etc. The results of the study are expected to be a reference of business strategies, and also are expected as one of the basis of future research. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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