最佳行銷成效之Facebook粉絲專頁文本模式研究：以國內大型巡迴演唱會為例

A Study of Patterns of Posts with the Best Marketing Effectiveness on Facebook Fan Pages: Tours in Taiwan as Examples

現今國內流行音樂產業多藉由Facebook與其消費者作溝通，然過去較少有文獻針對大型巡迴演唱會的社群行銷文案進行辨析，故本研究目的為探討受歡迎的Facebook貼文文本模式。研究方法採檔案分析法統整貼文的發佈時機和行銷成效成果，並以內容分析法探究其中組成要素。結果顯示，受歡迎的社群貼文：發佈時機多在「演唱會前」。媒介型式中，文字以「一般文字+Hashtag」的呈現居多，且字數的總平均值為60.5個字；圖片以「圖文」的呈現居多，且張數的總平均值為1.8張圖片；影片則佔少數。內容特質中，資訊型內容以「演唱會活動資訊」為主；娛樂型內容以「演唱會幕前紀錄」為主；社會互動型則以「Hashtag」為主。並據研究結果提出建議，補充學術文獻之不足、提供演唱會行銷團隊參酌。

Facebook acts as a bridge between the pop music industry and their customers nowadays; however, previous studies revealed a lack of academic research on social media marketing content for concert tours. Consequently, the purpose of this study was to discuss the patterns of popular posts on Facebook fan pages. This study applied documentary analysis to organize post timing as well as marketing effectiveness. Content analysis was also conducted to delve into content format and content quality embodied in the text. The results indicated three main points about those posts: (1) They were predominantly published“prior to the commencement of each concert.”(2) Textual content mostly appeared as“text with hashtag,”and the average length of the posts was 60.5 words. Images were primarily presented as“graphics with text,”and the average number of images of the posts was 1.8 pictures. Yet, videos were in the minority. (3) Informational content chiefly presented“event information of concerts,”entertaining content mainly displayed“performance on stage,”and social content was largely in the form of“hashtag.”Based on the research findings, recommendations were proposed to serve as reference guidelines for concert tours in social marketing aspects, and to provide insights for marketers of concerts to consider.