Youtube 網紅粉絲增加量與影片觀看次數 增加量之探討，預測下一位知名網紅

CCUR > College of Business > Master of Science in marketing > Thesis > Item 987654321/51665

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51665

Title:	Youtube 網紅粉絲增加量與影片觀看次數增加量之探討，預測下一位知名網紅 Discussion on The Increase in the Number of Youtube Fans and the Increase in the Number of Video Views,Predicting the Next Well-known Youtuber
Authors:	李奎翰
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	YouTube 網紅網紅粉絲信任轉移巴斯擴散模型 YouTube influencer influencer fans trust transfer Bass diffusion model
Date:	2022
Issue Date:	2023-03-16 14:12:05 (UTC+8)
Abstract:	隨著網際網路的崛起及社群媒體的普及化，使全世界利用YouTube 網站觀賞影片的人數與日俱增，扶摇直上不可同日而語，吸引商品業者利用YouTube 頻道機會，與所謂的「網紅」合作，藉由網紅的知名度，以營造出商品業者與網紅雙贏的局面。此一作法有別於傳統廣告行銷的手法，使網紅社群與文化資本能更有效率、效果的行銷，讓粉絲湧起強烈的意願要與網紅使用同樣的商品與服務，進而提高商品業者的營運績效。本研究觀察並紀錄臺灣YouTube 前19 名網紅頻道粉絲及影片觀看者之成長量，透過巴斯擴散模型分析，找出即將成名的網紅頻道，本研究實證結果發現，巴斯擴散模型中的創新係數以及模仿係數，確實是影響網紅的關鍵因子，能預測即將成為知名網紅之頻道，提供業者研擬妥適的行銷策略與其將成名的網紅合作，享受低成本又能讓業者產品曝光度最大化的效果，同時讓網紅於發展初期即能爭取到商品業者優渥之資源，促其致力於產品的創作，達成互利互惠共贏發展的效果。 With the rise of the Internet and the popularization of social media, the number of people who use YouTube to watch videos around the world is increasing day by day. With the popularity of Internet celebrities, we can create a win-win situation between commodity manufacturers and Internet celebrities. This approach is different from traditional advertising and marketing methods. It enables the online celebrity community and cultural capital to market more efficiently and effectively, and makes fans have a strong desire to use the same products and services as online celebrities, thereby improving product quality. business performance. This study observes and records the growth of fans and video viewers of the top 20 YouTube YouTube channels in Taiwan, and uses the Bass Diffusion Model to find out the soon-to-befamous Internet celebrity channels. The innovation coefficient and the imitation coefficient will indeed affect the key of the Internet celebrity, and can predict and become a channel of well-known Internet celebrities. Provide the industry with an appropriate marketing strategy to cooperate with the Internet celebrities who will become famous, enjoy the effect of low cost and maximize the exposure of the products of the industry. It is committed to the creation of products and achieves the effect of mutual benefit and win-win development.
Appears in Collections:	[Master of Science in marketing ] Thesis

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