The Study of Word-of-Mouth Marketing of Wedding Hosts in Taiwan

• Main Authors: WANG , SIH-TING, 王思婷
• Other Authors: TSAI , LING-LONG
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/67848378042128644351

碩士 === 國立屏東大學 === 文化創意產業學系碩士班 === 103 === Based on the basic viewpoint of “Word-of-Mouth Theory”, this research emphasizes on the influence between the “original media”, “society” and “audience” with the “Media Dependency Theory”, leading in the influence between the Internet, network platform and audience of the wedding industry market. Integrating the following theories, it would discuss the used way of contacting to the customers by wedding hosts and how they promote themselves for the word-of-mouth marketing.However, previous studies for wedding host and industry didn’t focus on this subject, thus this research is the exploratory research.Through the In-depth interview with three professional wedding hosts and three young couples to discuss the application of the market, the public praise spreading between consumers and the influence to the wedding hosts. According to the study, the network platform like “Facebook Page”, “Blog”, “PTT”, “YouTube” and “Line” is the main way for the wedding hosts to do the marketing.However, the traditional oral spreading between consumers has changed to e-word-of-mouth. Both positive and negative public praise could raise the exposure of the wedding hosts, but the negative part would spread more quickly. According to this research, it would provide for the wedding hosts and wedding industry about the marketing in the future, and raise the output and professional value of wedding industry.