| Summary: | 碩士 === 國立高雄師範大學 === 科學教育暨環境教育研究所 === 107 === The study aims to understand the relationship between social media marketing and public opinion of police agency through action research. In addition, the purpose of this study is to earn the people’s identification, support and trust by participating in operating the KCPD’s Fan Page. Therefore, there are three objectives of the study.1.To explore whether the owner’s different posting style triggers the follower’s reactions, such as the number of people likes, shares and comments. 2. To explore whether the owner’s different posting topic triggers the follower’s reactions, such as the number of people likes, shares and comments. 3.To explore whether the same posting topic affects public’s attitude toward police. What’s the difference? In order to offer concrete recommendations based on study findings through the action research process, with the number of fans, posts, sharing and comments.
The study indicates that the different posting style, topic had significantly affected the follower’s likes ,shares and comments. As the type of posting style, the most effective style is video, the picture is second, and the post is the lowest; among the four types of topics, law enforcement can best cause people to identify the public's support, service for the public is the second, showing the warm image of the police, and the others can increase the opportunities for police and the public.We still find even the same posting style, the support of the public for the police will also be affected by the content、the editing method and activities.
Last but not least, presenting the real situation of police duty,letting people understand the dangers and increasing the chance of interaction between police and the public through the KCPD’s fan page. When the people understand how hard the police are, they will take more action to express their identity and support police enforcement.
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