社會網絡理論的研究在行銷領域中仍不普遍，其作為調節變數的國內研究更是甚少。近年來，國外研究逐漸顯示，個人會因為所處的網絡位置與資訊接收差異，影響個人對品牌信任和商品購買意願。藉由社群媒體平台的特性，大幅縮減溝通距離，以及資訊接收的差異性，消費者可以隨時在網際網路上即時傳遞訊息、搜尋商品心得分享，因此本研究以社群媒體行銷為出發點，探討社群媒體行銷對於品牌相關構念影響關係，再加入社會網絡理論當中的結構鑲嵌，判斷結構鑲嵌程度高低是否會影響品牌相關變數產生調節效果。
鑒於多數商業品牌逐漸重視與消費者的互動關係，而且社群媒體平台使用人數快速的成長，也有助於商業品牌及服務業務的推廣。因此，針對台灣有長期在Instagram上追蹤商業品牌的消費者為研究對象，共蒐集517份有效問卷。分析結果顯示:社群媒體行銷與品牌聯想、品牌感受有顯著正向關係；品牌感受與品牌聯想、品牌公民行為有顯著正向關係；品牌聯想與品牌認同有顯著正向關係；品牌認同與品牌公民行為有顯著正向關係；結構鑲嵌特性較高時，會強化品牌聯想與品牌認同，以及品牌感受與品牌公民行為間的正向關係。

Social network theory (SNT) has not been commonly used in the field of marketing researches, much less used as a moderator in its related studies in Taiwan. However, foreign researches in recent years have gradually showed that brand trust and purchase intention of a person may be affected by his or her location in a network and differences in the reception of information. Through the characteristics of social media platforms that greatly shorten communicative distance and the differences in the reception of information, consumers can exchange messages as well as search product reviews online in real time. Using social media marketing as a starting point, this study investigates its influence on and relationship with the brand-related constructs and, by adding structural embeddedness in SNT, determines if the degree of structural embeddedness can influence the moderating effect of brand-related variables.
Given that most commercial brands have gradually attached great importance to the interaction with their consumers and the rapid growth of the users on social media may also help promote brands and services, long-term followers on Instagram for commercial brands were chosen as the subject of the study. A total of 517 valid surveys were returned and the results analyzed showed that social media marketing, brand association, and brand feelings were significantly positively correlated; brand feelings, brand association, and brand citizenship behavior were significantly positively correlated; brand association and brand identification were significantly positively correlated; brand identification and brand citizenship behavior were significantly correlated; and higher structural embeddedness could strengthen brand association and brand identification as well as a significantly positive correlation between brand feelings and brand citizenship behavior.

第一章 緒論 1
第二章 文獻探討 7
第三章 研究方法 33
第四章 資料分析 61
第五章 結論與建議 113

方世榮、張苑惠(2006)。網路口碑形成之影響因素：以網路涉入程度與虛擬社群管理為干擾因素。電子商務學報，8(4)，499-531。
方世榮、黃恆獎、江季芸(2005)。產業網路鑲嵌與網路動態性演化。華藝關係管理研究，1，43-83。
吳姮憓、羅偉峰（2014）。「按讚、留言或分享」－探究影響臉書訊息反應行為意圖之前置因素。行銷評論，11（2），107-132。
全民ALL-IN網路活動，誰是全新改款上市Vios的幸運得主?(2014)。U-Car雜誌網。2020年8月25日，取自: https://news.u-car.com.tw/news/article/ 23576?? utm_source=news&utm_medium=related&utm_name=16921&utm_content=article
各國上網時數大調查，哪國人最愛當低頭族？(2019)。數位時代雜誌網。2020年11月2日。取自https://www.bnext.com.tw/article/52231/how-much-time-people -spend-on-surfing-the-internet-in-2018
汪睿祥(2005)。壽險行銷中的社會鑲嵌。華藝關係管理研究，1(2)，77-102。
林郁翔、蘇冠年(2014)。品牌粉絲專頁的顧客參與行為：社群媒體行銷之效果驗證。多國籍企業管理評論，8(1)，23-56。
林杰銘(2019)。數位行銷是什麼？帶你一次掌握定義、策略與趨勢！創意學堂網。2021年2月1日。取自https://imjaylin.com/digital/
洪正明、陳銘薰(2005)。社會鑲嵌與技術創新之關係研究–以專屬資產為調節變數。企業管理學報，71(1)，106-139。
陳世傑、李文瑞、唐彥博、楊君偉(2007)。台灣中小企業赴大陸投資之社會鑲嵌網絡分析。華藝行銷評論期刊，4(1)，1-18。
彭台光、高月慈、林鈺棽(2006)。管理研究中的共同方法變異：問題本質、影響、測試和補救。管理學報期刊，23(1)，77-98。
葉勇助、羅家德(1999)。網上社會網絡研究。論文發表於〈第三屆資訊科技與社會轉型研討會〉。中央研究院社會學研究所：臺北市。
羅家德(1997)。網路化組織與網絡式組織。論文發表於〈第一屆資訊科技與社會轉型研討會〉。中央研究院社會所籌備處：臺北市。
2021 年必須知道的 Instagram 統計數據(2021)。Learning Hub網。2020年5月3日。取自https://www.hububble.co/blog/2019%E5%B9%B4%E4%BD%A0%E5% BF%85%E9%A0%88%E7%9F%A5%E9%81%93%E7%9A%84instagram%E7%B5%B1%E8%A8%88%E6%95%B8%E6%93%9A
Aaker, D. & Jacobson, R.(1994). Study shows brand-building pays off for stockholders. Advertising Age, 65(30), 18–18.
Aaker, D. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York, NY: The Free Press.
Aaker, D. A., & Biel, A. L. (2013). Brand equity & advertising: advertising's role in building strong brands. Psychology Press.
Agichtein, E., Castillo, C. Donato, & Gionis, D. (2008). Finding High-Quality Content in Social Media. WDSM'08,183–193.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.
Anucha, V. C. (2019). E-marketing and customer retention in the hospitality industry in nigeria. Advance Journal of Economics and Marketing Research,4(4).
Asia Marketing Research, Internet Usage, Population Statistics and Facebook Subscribers (n.d.). Retrieved August 25, 2020, from https://www.Internet worldstats.com/asia.htm#tw
Bagozzi, R. & Yi, Y. (1988) On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Sciences, 16(1), 74-94.
Baker, M J (1976). Marketing: Theory and Practice, First Edition, London: Macmillan.
Baker, William & Sinkula, James. (2005). Market Orientation and the New Product Paradox. Journal of Product Innovation Management,22(6),483 – 502.
Barnes, J. A. (1954). Class and committees in a Norwegian island parish. Human relations, 7(1), 39-58.
Bennett, J., Owers, M., Pitt, M., & Tucker, M. (2010). Workplace impact of social networking. Property Management.
Bennett, James & Owers, Mark & Pitt, Michael & Tucker, Matthew. (2010). Workplace impact of social networking. Property Management. 28(3), 138-148.
Bernue´s, A., Olaizola A. and Corcoran K (2003) .Extrinsic attributes of red meat as indicators of quality in Europe: an application for market segmentation. Food Quality and Preference,14(4),265-276.
Bhattacharya, C.B. and Sen, S. (2003).Consumercompany identification: a framework for understanding consumers’ relationships with companies. Journal of Marketing ,67(2),76–88.
Biel, A. L. (1992). How brand image drives brand equity. Journal of advertising research, 32(6), RC6-RC12.
Bowler, W. M., & Brass, D. J. (2006). Relational correlates of interpersonal citizenship behavior: a social network perspective. Journal of applied Psychology, 91(1), 70.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
Brass, D.J., & Burkhardt. M.E.(1992). Centrality and power in organizations. Networks and organizations: Structure, form, and action ,19(1),1-215.
Brass, D. J. (2012). A social network perspective on organizational psychology.
Brown, R., Condor, S., Mathews, A., Wade, G., & Williams, J. (1986). Explaining intergroup differentiation in an industrial organization. Journal of Occupational psychology, 59(4), 273-286.
Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. Journal of brand management, 12(4), 279-300.
Burt, R. S.(1992). Structural holes. Cambridge. Harvard University Press.
Burt, R.S.(1998).The network structure of social capital. Paper presented at the Conference on Social Networks and Social Capital, Duke University, Durham, NC.
Bury, R. (2008). IX Remotely Embodied Friendships in Female Fan Communities . Remote relationships in a small world, 41, 174.
Carlson, B. D., Donavan, D. T., & Cumiskey, K. J. (2009). Consumer rand elationships in sport: brand personality and identification. International Journal of Retail & Distribution Management.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
Cleff, T., Lin, I. C., & Walter, N. (2014). Can You Feel It?-The Effect of Brand Experience on Brand Equity. IUP Journal of Brand Management, 11(2).
Cohen, J., Cohen, P., West, S. G., & Aiken, L. S. (2013). Applied multiple regression/ correlation analysis for the behavioral sciences. Routledge.
Courtois, C., Mechant, P., De Marez, L., & Verleye, G. (2009). Gratifications and seeding ehaviour of online adolescents. Journal of Computer-Mediated Communication,15(09),137.
Czakon, W., & Czernek, K. (2016). The role of trust-building mechanisms in entering into network coopetition: The case of tourism networks in Poland. Industrial Marketing Management, 57, 64-74.
Dann, S., & Dann, S. (2011). E-marketing: theory and application. Macmillan International Higher Education.
Daugherty, T., Eastin, M. S., & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of interactive advertising, 8(2), 16-25.
Davis, M., & Baldwin, J. (2006). More than a name: An introduction to branding (Vol. 11). AVA publishing.
Denner , A. (1971). Principes et pratique du marketing. J. Delmas et Cía.
DeVellis, R. F. (1991). Applied social research methods series. Scale Development: Theory and Applications; Sage Publications, Inc.: Thousand Oaks, CA, USA, 26.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y. (2020). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 102168.
El-Gohary, H. (2010). E-Marketing-A literature Review from a Small Businesses perspective. International journal of business and social science, 1(1).
Emirbayer, M., & Goodwin, J. (1994). Network analysis, culture, and the problem of agency. American journal of sociology, 99(6), 1411-1454.
Farquhar, P. H., Han, J. Y., & Ijiri, Y. (1991). Recognizing and measuring brand assets. eport/Marketing Science Institute (USA).
Fischer, C. S., Crews, J., Flichy, P., Lorrain, D., & Offner, J. M. (1992). From technical networks to social networks., an interview with Claude S. Fischer. FLUX Cahiers scientifiques internationaux Réseaux et Territoires, 8(9), 46-50.
Geralt (2019)。Social network pictures。Pixabay platform. Retrieved November 2, 2020, from https://pixabay.com/zh/illustrations/network-social-abstract -4631724/
Gnyawali, D. R., & Madhavan, R. (2001). Cooperative networks and competitive dynamics: A structural embeddedness perspective. Academy of Management review, 26(3), 431-445.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of consumer Research, 35(3), 472-482.
Granovetter, M. (1973). The strength of weak ties. American journal of sociology, 78(6), 1360-1380.
Granovetter, M. (1983). The Strength of Weak Ties: A network theory revisited” i “Sociological Theory”, vol. 1.
Granovetter, M (1985). Economic Action and Social Structure: The Problem of Embeddedness. American Journal of Sociology,91 (11), 481-510.
Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of management, 31(1), 7-27.
Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business research, 59(4), 449-456.
Gulati, R., Nohria, N., & Zaheer, A. (2000). Strategic networks. Strategic management journal, 21(3), 203-215.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Factorial analysis. Multivariate Data Analysis. Fifth edition. New Jersey: Prentice Hall.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective, 7th edn (Uppersaddle River, NJ: Pearson Prentice Hall).
Hughes, D. E., & Ahearne, M. (2010). Energizing the reseller's sales force: The power of brand identification. Journal of Marketing, 74(4), 81-96.
Jones, R., & Kim, Y. K. (2011). Single-brand retailers: Building brand loyalty in the off-line environment. Journal of Retailing and Consumer Services, 18(4), 333-340.
Johnson, D. W., & Johnson, R. T. (2012). Social interdependence theory. In D. J. Christie (Ed.), Encyclopedia of Peace Psychology. Hoboken, NJ: Wiley-Blackwell.
Kaufmann, H. R., Loureiro, S. M. C., Basile, G., & Vrontis, D. (2012). The increasing dynamics between consumers, social groups and brands. Qualitative Market Research: An International Journal.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Keller, K. L. (2003). Understanding brands, branding and brand equity. Interactive Marketing, 5(1), 7-20.
Keller, K. L. (2010). Brand equity management in a multichannel, multimedia retail environment. Journal of Interactive Marketing, 24(2), 58-70.
Kenny, D. A., & Judd, C. M. (1984). Estimating the nonlinear and interactive effects of latent variables. Psychological bulletin, 96(1), 201.
Khan, M. L. (2017). Social media engagement: What motivates user participation and consumption on YouTube?. Computers in human behavior, 66, 236-247.
Khanh, C. N. T., & ThiHoai, N. D. (2020). Building Brand Equity in Hotel Industry: The Mediating Role of Customer-Based Brand Satisfaction. International Journal of Hospitality & Tourism Systems, 13(2).
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-1486.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-1486.
Kim, M. S., Shin, D. J., & Koo, D. W. (2018). The influence of perceived service fairness on brand trust, brand experience and brand citizenship behavior. International Journal of Contemporary Hospitality Management.
Kimpakorn, N., & Tocquer, G. (2009). Employees' commitment to brands in the service sector: Luxury hotel chains in Thailand. Journal of brand management, 16(8), 532-544.
Kozinets, R. V. (1999). E-tribalized marketing?: The strategic implications of virtual communities of consumption. European management journal, 17(3), 252-264.
Kotler, P. (1997). Marketing management: Analysis, planning, implementation and control.
Kotler, P., & Keller, K. L. (2006). Marketing Management Pearson Education Inc. New Jersey.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Kotler, P. (2017). Marketing 4.0: dal tradizionale al digitale. Marketing 4.0, 1-168.
Krishnan, H. S. (1996). Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of research in Marketing, 13(4), 389-405.
Mitchell, J. C. (1974). “Social Networks.” Annual Review of Anthropology,3, 279–299.
Mahfooz, Y. (2015). Brand equity-consequence relationship: Evidence from automobile industry. International Journal of Business and Management, 10(3), 81.
Marketing, C. I. M. (2015). the 7Ps: A brief summary of marketing and how it works.
Mehra, A., Kilduff, M., & Brass, D. J. (2001). The social networks of high and low self-monitors: Implications for workplace performance. Administrative science quarterly, 46(1), 121-146.
Mitchell, J. Clyde(1974). Social Networks.” Annual Review of Anthropology,3, 279-299.
Milardo, R. M., Johnson, M. P., & Huston, T. L. (1983). Developing close relationships: Changing patterns of interaction between pair members and social networks. Journal of Personality and Social Psychology, 44(5), 964.
Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-specific leadership: Turning employees into brand champions. Journal of Marketing, 73(5), 122-142.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of advertising, 30(1), 13-46.
Ngugi, E. W. (2013). Influence of electronic marketing strategies on the performance of Commercial banks in Kenya (Doctoral dissertation, University of Nairobi).
Nyadzayo, M. W., Matanda, M. J., & Ewing, M. T. (2011). Brand relationships and brand equity in franchising. Industrial Marketing Management, 40(7), 1103-1115.
O’Cass, A., & Grace, D. (2003). An exploratory perspective of service brand associations. Journal of Services Marketing.
Odin, Y., Odin, N., & Valette-Florence, P. (2001). Conceptual and operational aspects of brand loyalty: An empirical investigation. Journal of business research, 53(2), 75-84.
Packard, G., & Wooten, D. B. (2013). Compensatory knowledge signaling in consumer word-of-mouth. Journal of Consumer Psychology, 23(4), 434-450.
Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer‐based brand equity: improving the measurement–empirical evidence. Journal of Product & Brand Management.
Prasanna, D., & Parida, D. (2021).The Impact Of Social Media Sharing On Brand Association of Startups : A Study on It Startups in Hyderabad. Academy of Marketing Studies Journal, 25(1).
Piehler, R., King, C., Burmann, C., & Xiong, L. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. European Journal of marketing.
Punjaisri, K., & Wilson, A. (2011). Internal branding process: key mechanisms, outcomes and moderating factors. European journal of Marketing.
Punjaisri, K., & Wilson, A. (2017). The role of internal branding in the delivery of employee brand promise. In Advances in corporate branding (pp. 91-108). Palgrave Macmillan, London.
Rossiter, J. R., & Percy, L. (1987). Advertising and promotion management. McGraw-Hill Book Company.
Rogers, E. M. (1995). Diffusion of innovations. New York: Free Press.
Sands, S., Oppewal, H., & Beverland, M. (2008). The influence of in-store experiential events on shopping value perceptions and shopping behavior. ACR North American Advances.
Stanton, W. J., & Buskirk, R. H. (1974). Management of the Sales Force, Homewood: RD Irwin.
Schmenner, R. W. (1986). How can service businesses survive and prosper. Sloan management review, 27(3), 21-32.
Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.
Schultz, D. E., & Peltier, J. J. (2013). Social media's slippery slope: challenges, opportunities and future research directions. Journal of research in interactive marketing.
Sherry, J. E. (2005).Brand meaning, in Tybout, A.M. and Calkins, T. (Eds), Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management.
Steenkamp, J. B. E. (1997). Dynamics in consumer behavior with respect to agricultural and food products. In Agricultural marketing and consumer behavior in a changing world (pp. 143-188). Springer, Boston, MA.
Tafesse, W. (2016). An experiential model of consumer engagement in social media . Journal of Product & Brand Management.
Tajfel, H., & Turner, J. C. (1985). The social identity theory of intergroup behavior'In: Worchel. Psychology of Intergroup Relations, 2nd edn, Nelson-Hall, Chicago.
Travis, D. (2000). Emotional branding: How successful brands gain the irrational edge. Crown Business.
Tsang, S. S., Chen, T. Y., Wang, S. F., & Tai, H. L. (2012). Nursing work stress: The impacts of social network structure and organizational citizenship behavior. Journal of Nursing Research, 20(1), 9-18.
Uzzi, B. (2018). Social structure and competition in interfirm networks: The paradox of embeddedness. In The sociology of economic life (pp. 213-241). Routledge.
Wasserman, S., & Faust, K. (1994). Social network analysis: Methods and applications.
Ward, W., & Education, B. S. A. (2016). Exploring in-person and technologically-mediated communication within international agricultural research teams. Unpublished Doctoral Dissertation, Charles Sturt University, Waga Wagga, NSW, Australia. Retrieved from: http://trove. nla. gov. au/version/ 235880785.
Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the academy of marketing science, 28(1), 67-85.