| Summary: | 碩士 === 元智大學 === 經營管理碩士班(企業管理與服務科學學程) === 104 === In the past years, skincare products are regarded as female-specific merchandises, but recently males gradually pay attention to “skin problem”. Nowadays as the popularity of Internet usage increases, the traditional social method are replaced by social media. Especially Facebook becomes the most popular social network site. Moreover, there are more and more skincare brand pages are set up on Facebook which is seen as a new marketing channel. As online market mavens take the initiative at social media such a as join online brand activities, discussion, and transfer product information which are interactive channels between mavens and brand owner. Besides, online market mavens become an important character and reference group in social media, because they can exchange information with other fans frequently and integrate data and share useful information to other. On the other hand, different gender online market mavens gradually break traditional stereotype of skincare product. Therefore, the symbolic meaning behind different gender online market maven’s behaviors and values should be comprehensively studied by both academic and management implications for the application of marketing strategies in the future.In this research, Netnography was used as method of observing online data and selecting interviewer from respondents. Also, the study illustrated the frequency of exchange of each gender online market mavens caused different values. These values even reflected on online market mavens’ behaviors in different gender such as information selecting standard, way of sharing, sources of information and motivation of sharing. In addition, online market mavens also reflected values on living space causing the blurred boundaries between online and offline. Therefore, this study suggests that the marketers should segment the market with gender and launch different marketing campaign to different groups. Also, it is important that utilising the connection between fanspage and different gender online marketing mavens to archive positive impact on marketing.
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