| Summary: | 碩士 === 開南大學 === 商學院碩士在職專班 === 104 === Using traditional marketing model for new product release will create problems such as difficulty in building brand image, low usage of marketing event webpages, and non-reusable resources. In addition, the rapid development of information technology has ushered in a time of marketing using social media, namely Facebook. Therefore, creating a Facebook-managed network can achieve benefits of low cost, information freedom, and low risk of being blocked. Business will be able to connect with the consumers using Facebook marketing for new products. Therefore, our study will explore the effect of Facebook marketing on new product marketing diffusion.
Our study uses a qualitative research focusing on actual cases of Facebook marketing diffusion for new product releases and obtains the following conclusions: through Facebook marketing, there is great benefit to marketing diffusion of new product releases; managing brand through Facebook can help build brand image and lower marketing cost; performing new product brand marketing with Facebook will be the most beneficial choice for new product marketing; lower advertisement costs can be obtained with the same effect.
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