Social Network Analysis on Bank Marketing by the case of YouTube

• Main Authors: TSAI,Chia-Hsin, 蔡佳芯
• Other Authors: Huang, Shian-Chang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/42ycs3

碩士 === 國立彰化師範大學 === 企業管理學系 === 105 === With the progress of science and technology, Internet technology is developing rapidly. Taiwan's Internet penetration rate reached 83.8% in 2016. Internet has become a way of life for more and more people. YouTube is the most popular video sharing platform on the web today. According to YouTube statistics, the number of site users have exceeded 1 billion people which equivalent to one third of the number of global Internet users. Many banks set up official channels on YouTube; they operate the community platform as a corporate image and marketing channels. On the other hand, finance and technology combine to form the financial technology (Fintech) that set off a worldwide boom and become a future trend. This study will analyze Taiwan bankers marketing through YouTube by field research, and investigate the social network relationship by social network analysis. This study found that 23 of the 36 commercial banks in which the legal entity was located in Taiwan established the channel in official, and 13 banks did not establish channels in official. This study is classification the films established by the Taipei Fubon Commercial Bank and the Cathay United Commercial Bank. The films of Fubon Bank mainly focus on public welfare activities, and those of Cathay Bank focus on financial goods advertising. From the social network analysis, Fubon Bank’s film for「眾力正夯！一起為你加油」which is advertising film for bank image, and Cathay Bank’s film for「國泰世華長榮航空聯名卡不一樣篇完整版(90秒)」which is credit card advertising video, they are the centrality film. By highly influence in their social networks, they play an important role with large marketing value.