Website Interactivity-Based Social Marketing and Customer Responses

Dian Zi Shang Wu Xue Kan
Scientific Journal of E-Business
1 2
1. 811
2. 811

S-O-R
S-O-R
Website Interactivity-Based Social Marketing and Customer

Responses
Echo Huang1, Yihui Yang2
1. Department of Information Management, National Kaohsiung First University of Science and Technology, Kaohsiung, 811
2. Graduate Institute of Management, National Kaohsiung First University of Science and Technology, Kaohsiung, 811
AbstractMore and more online users participate in social media for brands/products sharing which attracts brands pay particular
attention on social media engagement. Due to the advantages of social media on brand awareness and customer intimacy, brands employ
social media to conduct customer loyalty programs and referral programs. Fruitful studies on customer social media use were found, but
there were few discussions on companies social media engagement. To amend the gap of literature, this study integrates Website
Interactivity, Media Richness Theory and Social Presence Theory to explain company social media engagement and customer responses.
Derived from the two case studies, our findings indicate that interactivity, media richness, and social presence have positive impacts on
customer responses. The connotation of management is proposed in the final section.
Keyword: Social media marketing; Website Interactivity; S-O-R model
1.
Russell Herder and Ethos Business Law (2009)
(PG)
Ford Ray-Ban (Facebook, Twitter, YouTube)
; (PG); Facebook
;(Dell) Twitter (@DellOutlet)
Rosetta (2010) Facebook
(Lefebvre 2007; Clemons 2009; Donald & Michelle 2009;

Andreas &Michael 2010; Yann, McColl & Kitchen 2010)
(Kaye & Emily 2007)(Andreas & Michael 2010)(Donald & Michelle 2008;2009)
S-O-R (Website
Interactivity Theory)
SJEB Apr. 2012 Vol.1 No.1 PP.1-10 www.sjae.org 2011American V-King Scientific Publishing, LTD | 1
2.
2.1 (Social Media)
Mayfield (2007)Boyd (2008)
Weber(2009)
(conversation)(connectedness)(community)
(Mayfield 2007)
(Boyd &
Ellison, 2007; Mangold & Faulds, 2009)
2.2 (Stimulus)-(Organism)-(Response)
Reynolds Darden (1974) S-O-R ()
S-O-R (stimulusS)(organism O)
(responseR) S-O-R Jiang (2010)
Hsuan Hung (2011)Shin
et. al (2011)Animesh et. al (2011)
Chang Chen (2008)Fiore et. al (2005)
(arousal)(pleasure)(patronize)Eroglu et. al
(2003)(Approach-Avoidance)
S-O-R
Stimulus
Organism
Response
2.3
(Dholakia, et al., 2000; McMillan & Hwang, 2000; Marcias,
2003; Huang, 2003)(communication) (Mayfield 2007)
(Active Control)(Reciprocal Communication)(synchronicity)(Song & Zinkhan 2008; Jiang et.

al 2010; Kim 2011) (Social presence cue)(Nan et. al
2010; Muhammad et. al 2010)
Nan et. al (2010)
Nan et. al (2010)
2 | SJEB Apr. 2012 Vol.1 No.1 PP.1-10 www.sjae.org 2011American V-King Scientific Publishing, LTD
Stimulus
Organism
Response
2.4
Wu (2005) Lustria (2007)
Song & Zinkhan (2008)
Jiang (2010)
Nan et. al (2010)

Fiore et. al (2005)
(arousal)(pleasure)(patronize)Kim (2011)
Muhammad
et. al (2010)
(vividness)(social cue)
:
1

3.
3.1
Yin (1994)
E-mail
(Yin 1994)
3.2

QRcode
Youtube ( A A 34
5) Youtube ( A 2)
( A 16)
( A 1)
( A 234)(( B)
Facebook
1
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Facebook
()(
)() Nan et. al (2010)
2 3
Facebook Plurk
Youtube
4.
Muhammad et. al(2010)
()()
/
()
(1)(2)
(Lefebvre 2007; Clemons 2009; Donald & Michelle 2009; Andreas & Michael 2010; Yann,
McColl & Kitchen 2010)
Pagani & Charles 2010Shin 2010 S-O-R
(Jiang et. al 2010; Hsuan & Hung 2011;
Chang & Chen 2008; Fiore et. al 2005; Eroglu et. al 2003)(Fiore et. al
2005; Jiang et. al 2010;Nan et. al, 2010; Muhammad et. al 2010)
(1)(2)
(Facebook)(
)
140 ( Facebook PlaceFoursquare)

! 5 !
(2010/10~2010/12)Facebook
()
()
2010 8 ~2011 1
0~5 0~3
2011 3
500~2000 100~400
Youtube
()
QRCode
Facebook App
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60;
71)QR code
30%
15%
Facebook
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200~300 600~1500
30~50
(check-in)
71
()
Youtube
Facebook
(Like)
Plurk
open
YouTube
154 0 Plurk
(1)
(2)
(3)
(democracy)(communication)
(4)(Organism)
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Electronic Commerce Research and Application

(ECRA), Internet Research, Computer and Human Behaviors(CHB)
E-mail: echoh@nkfust.edu.tw
The International Conference on E-Business and E-Government

ICEE2011 E-mail:
genjyo2003@gmail.com

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Dian Zi Shang Wu Xue Kan

Scientific Journal of E-Business