| 摘要: | 論文提要內容：
台灣社會已經過渡至資訊社會，行銷5.0所言科技與人文的融合，是當代行銷人正在面對的挑戰，但是涉及社會與人文概念的行銷研究卻十分缺乏。本次研究問題探討了消費者作為社群媒體用戶的所思所想中，是否會思考人本訴求、文化、個人主張等人文問題，並是否會評估社群行銷活動包含的人文價值？並這些人文價值是否能成為品牌與用戶建立關係、發揮影響的關鍵點？研究者對人文行銷研究進行了文獻梳理，對人文於品牌策略的價值給予了理論支持。實證方面，研究者對12位社交網站使用者進行了深度訪談質性研究，以紮根理論對訪談文本進行資料分析，並取徑社會交換理論（SET），透過「描述」重新對紮根命題進行「人文分析」。
研究結果得到以使用者所思所想為出發點的「夾心思維」，和以社群行銷人文策略觀為核心的「WURRF-Plan」策略問題。研究者依此為品牌提供適合資訊社會的策略諫言，證明與消費者建立良好的社群關係，可以累積為社群資產，成為品牌透過社群媒體創造關鍵影響力的品牌權益。
ABSTRACT
Our society has transitioned to Information Society, and in this new season of marketing, the integration of technology and humanity, is a biggest challenge that marketers are facing, but is paucity of marketing research that address it. In this study, we reviewed the meaning of humanities in marketing research and provided theoretical support for the value of humanities in brand strategy. Researcher conducted a qualitative in-depth interview study with 12 Facebook users, analysed using Grounded Theory, and re-analysed the proposition through "description" using Social Exchange Theory (SET), to find a humanistic understanding. The result is the "Oreo Ways of Social Media Thinking", which establish the habitual ways of marketing strategy on what users think and feel; and the "WURRF-Plan" strategy questions, helping marketers to review their social marketing strategies through a humanistic perspective. We provides an advice that is suitable for the information society, proving that build a good social relationship with consumers can be accumulated as a Social Media Asset, and become a Brand Equity. |
