A Case study of Facebook as a Marketing Promoter

• Main Authors: Itoga, Holly, 糸賀
• Other Authors: Lin,Grace T.R.
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/60461494843153663265

博士 === 國立交通大學 === 科技管理研究所 === 103 === Communicating effectively is one of the most important skills we have in this modern world of intersecting cultures and languages where we need to process, comprehend, and productively manage the vast amount of information that we are being surrounded by. While language skills are of basic, yet vital importance, an efficient and clear process beyond language have become the new standard for effective communication. Taiwan is a competitive economy within Asia and is comparable to many other Asian and developed countries in respect to technology development and internet and social media usage, making it an ideal country for comparison and study. Facebook is currently the largest social networking site, with over 1 billion users worldwide- and over half of its users are in a Facebook group with the average user connected to over 80 community, group, pages, or events. Facebook has made many changes throughout its inception and while this should be viewed as progress and improvements to the system, those who rely heavily on Facebook as a communication tool for their business must quickly learn how to incorporate and understand this evolvement. While the average Facebook user has 130 friends, we interviewed event/club promoters in Taiwan who have at least 5,000 connections and had daily Facebook interaction. We analyzed the qualitative data to summarize the main concerns of this specific group who rely on Facebook for their business. The findings show that Facebook is very important and has been very beneficial for the event/club promotion industry in Taiwan as they utilize a variety of resources and ingenuity to implement change as well as benefit from change. While there may be initial negative feelings towards change, the promoters understand the nature of the business and will continuously adapt to progress.