The Comparison Studies between Taiwanese and VietnameseSocial Media Platform

• Main Authors: NGUYEN , THI LUA, 阮氏絲
• Other Authors: THU-HSU,TSAI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/tw6hqw

碩士 === 德明財經科技大學 === 行銷管理系 === 107 === As the social network develops a wide variety of social media and the number of people using the community continues to rise, social media is seen as one of the emerging channels of marketing communication. People can communicate through social media, improve social relationships, get entertainment, create, share, and exchange ideas. Social media can be presented in different forms, including text, graphics, and music. The social media service has penetrated into the lives of ordinary people, and the service content is more and more, and with the continuous improvement of hardware manufacturers, the software industry has cooperated with the promotion of service content. The social media has become an indispensable life essential for most modern people. This study, based on social media , refers to relevant literature on browsing/collecting, posting/sharing, conversations/comment, joining and creating to establish the main research framework for social media marketing, and generally compares Taiwanese and Vietnamese. Familiar social media, including Facebook, Instagram, Line, Zalo and other four social media as observation targets, and analyze the sample data of the comparison media between the Vietnamese social media platform and the Taiwan social media platform. After the questionnaire survey method, the narrative statistical analysis, the reliability analysis, and the entropy weight method were used to calculate the weights, the TOPSIS method was used to analyze the selection priorities of the social media platform. Compared with Taiwan and Vietnam, the first social media is Facebook; the second is different in the two countries. Like to use Line in Taiwan. Like to use local social media Zalo in Vietnam, and the third is Instagram. The final findings provide a reference for subsequent community marketing to make changes to the platform decision. Keywords: social media, user behavior, entropy weighting, TOPSIS.