本研究由出版社Facebook粉絲專頁內容特性對於讀者品牌態度之影響來探討粉絲專頁之行銷效果。依據過往研究，本研究將粉絲專頁內容特性分為三大面向：娛樂性、資訊性與互動性；品牌態度則依照態度三成分論分為認知、情感與行為三個衡量面向。
本研究採用發放網路問卷之方式進行研究，發放對象為有追蹤出版社粉絲專頁之Facebook使用者，最後共回收353份有效問卷。研究結果發現，粉絲專頁內容特性中的娛樂性、資訊性與互動性皆對於品牌態度有正向的影響且具有解釋力。於認知與情感面向中，最具解釋力的為資訊性，於行為面向中，最具解釋力的為娛樂性。
另外，本研究建議出版社於粉絲專頁中發布貼文時，可結合時事、流行趨勢或梗圖，創造話題性並提升讀者與粉絲專頁之互動，並且多加提供最新的書籍或作者資訊，增加讀者瀏覽粉絲專頁貼文的機率，並且以此招攬新的讀者加入，以達到提高曝光率的目的。

This analysis tries to explore the marketing effect of publishers’ Facebook fan pages by surveying the influences of fan pages’ posts on costumers’ behaviors. Based on the existing research results, this analysis classifies posts’ characteristics into entertaining, informational, and interactions; divides brand attitudes to cognitive, affective, and conative aspects.
This analysis’s research method is an on-line questionnaire. The survey participants are followers of publishers’ fan pages. 353 questionnaires were collected. The analysis result shows that entertaining, informational, and interactive characters have positive influences on brand attitudes and have explanatory power. At cognitive and affective levels, information has the best explanatory power. At the conative level, entertainment has the best explanatory power.
This analysis also suggests that publishers should improve posts’ appearances and enrich information of writers and books to increase readers’ visits and attract new readers, thus enhancing exposure rate.

一、中文文獻
王石番（1991）。傳播內容分析法-理論與實證。台北市：幼獅文化。
王乾任（2018）。產值衰退下的奮力掙扎：2017年臺灣出版產業回顧。臺灣出版與閱讀，1，16-18。
石偉揚（2010）。圖書出版社網路行銷策略與顧客購買意願相關之研究（碩士論文）。國立臺灣師範大學，臺北市。
朱道凱（譯）（1998）。網路商機：如何經營虛擬社群（原作者：John Hagel Ⅲ ＆ Arthur G. Armstrong）。臺北市：麥田出版。
吳富傑（2009）。企業利用Facebook平台經營粉絲專頁社群之研究（碩士論文）。國立政治大學，臺北市。
周倩、林華（1997）。電腦網路與傳播問卷調查，中華傳播學會年會發表之論文，臺北市。
林妙雀、李建裕（2010）。吞世代青少年品牌形象及品牌態度之研究－以同儕從眾行為為干擾變數。行銷評論，7 (4)，頁525-556。
林東清（2010）。資訊管理：e 化企業的核心競爭能力。臺北市：智勝文化。
林建煌（2002）。消費者行為。台北市：智勝文化。
林瑩琇（2013）。出版管理的體系與課題之研究（碩士論文）。南華大學，嘉義縣。
邱炯友（2012)。解讀臺灣圖書與雜誌期刊產業官方調查報告。全國新書資訊月刊，168，11。
姜義臺（2015）。運用社群媒體行銷圖書館服務之淺析。臺北市立圖書館館訊，2，55-67。
徐乙喬（2007）。臺灣出版產業在社群媒體上的關係行銷策略（碩士論文）。國立臺灣師範大學，臺北市。
袁亮（2000）。出版學概論（修訂本）。瀋陽市：遼海出版社。
張春興（1989）。張氏心理學辭典。台北市：東華書局。
張綺文（2015）。婚紗店Facebook粉絲專頁經營模式之個案探討（碩士論文）。淡江大學，新北市。
陳尊鈺（2011）。非營利組織社群媒體行銷運用之研究—以Facebook 為例（碩士論文）。中台科技大學，台中市。
游士耕（2011）。社群媒體之關係行銷研究-以 7-Eleven 之 Facebook 粉絲專頁使用者為例（碩士論文）。中國文化大學，臺北市。
粟四維（2008）。Facebook成功之道。數位時代，165，102-103。
馮旭文（2016）。圖書出版公司運用Facebook粉絲專頁於商品行銷之研究(碩士論文)。世新大學，臺北市。
萬榮水、郭燕鳳（2009）。臺灣數位出版服務平臺的營運模式與前景分析。文化事業與管理研究，3，88。
董彥欣（2010）。探討 Facebook 粉絲專頁使用意圖及其對品牌形象、購買意願之影響：以KKBOX為例(碩士論文)。國立中正大學，嘉義縣。
劉佳妍（2009）。社群網絡口碑傳播與使用者行為關聯之研究-以Facebook 社群網路為例（碩士論文）。中國文化大學，臺北市。
韓志翔、蔡瑞煌、林國平、石淑慧、張雯然（2012）。博物館 Facebook 粉絲專頁行銷成效探究。博物館與文化，4，139-168。
二、英文文獻
Aaker, D. A. (1991). Managing Brand Equity. D.C.: Free Press.
Abzari, M., Ghassemi, R. A. & Vosta, L. N. (2014). Analysing the Effect of Social Media on Brand Attitude and Purchase Intention: The Case of Iran Khodro Company. Procedia - Social and Behavioral Sciences. 143(14), 822-826.
Assael, Henry (1995). Consumer behavior and marketing action. Cincinnati: South-Westem College Publishing.
Aula, P. (2010). Social media, reputation risk and ambient publicity management. Strategy & Leadership, 38(6): 43-49.
Bagozzia, R. P. & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61.
Boyd, D. M., & Ellison N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1): 210-230.
Baron, R. A., & Byrne, D. (1987). Social psychology: Understanding human interaction. Boston: Allyn & Bacon.
Burton, S., D. R. Lichtenstein, R.G. Netemeyer, J.A. Garretson (1998). A scale for measuring attitude toward private label products and examination of its psychological and behavioral correlates. Journal of the Academy of Marketing Science, 26(4), 293-306.
Mullet, G. M. & Karson, M. J. (1985). Analysis of purchase intent scales weighted by probability of actual purchase. Journal of Marketing Research, 22(1), 93-96.
Butler, P. & Peppard, J. (1998). Consumer purchasing on the Internet: Processes and prospects. European Management Journal, 16(5), 600-610.
Chang, A. M., Kannan, P. K., & Whinston, A. B. (1999). Electronic Communities in E-Business: Their Role and Issues. Information Systems Frontiers, 1, 415–426.
Chaudhuri, A. (1999). Does Brand Loyalty Mediate Brand Equity Outcomes? Journal of Marketing Theory and Practice, 7(2), p.136-146.
Cho, C. H. (1999). How advertising works on the WWW: Modified elaboration likelihood model. Journal of Current Issues & Research in Advertising, 21(1), 34-50.
Chung, C., & Austria, K. (2010, January). Social media gratification and attitude toward social media marketing messages: A study of the effect of social media marketing messages on online shopping value. Symposium conducted at the meeting of the 8th Pacific-Asia conference Northeast Business and Economics Association, USA.
Crainer, Stuart (1995).The Real Power of Brands: Making Brands Work for Competitive Advantage. London: Pitman Publishing.
De Chernatony, L., & McWilliam, G. (1989), The Strategic Implications of Clarifying How Marketers Interpret ‘Brands’, Journal of Marketing Management, 5(2), 153-171.
De Vries, L., Gensler, S., & Leeflang, Peter S.H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91.
Dhar, R. & Wertenbroch, K. (2000). Consumer Choice Between Hedonic and Utilitarian Goods. Journal of Marketing, 37(1), 60-71.
Dholakia, U.M. & Durham, E. (2010). One Cafe Chain's Facebook Experiment.  Harvard business review. 88(3).
Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluation. Journal of Marketing Research, 28, 307-319.
Drèze, X., & Hussherr, F. X. (2003). Internet advertising: Is anybody watching? Journal of Interactive Marketing, 17(4), 8-23.
Enginkaya, E., & Yılmaz, H. (2014). What drives consumers to interact with brands through social media? A motivation scale development study. Procedia-Social and Behavioral Sciences, 148, 219-226.
Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of Business Research, 58(3), 387-396.
Gilbert, E., & Karahalios, K. (2009). Predicting tie strength with social media. [Electronic Version] Retrieved from http://social.cs.uiuc.edu/papers/pdfs/chi09-tie-gilbert.pdf.
Goldfarb, A., & Tucker, C. (2011). Online display advertising: Targeting and obtrusiveness. Marketing Science, 30(3), 389-404.
Goodyear, Mary (1993). Reviewing the concept of brands and branding. Marketing and Research Today, 21(2), 75-79.
Guiltinan, J. P., Paul, G. W. & Madden, T. J., (1997). Marketing Management: Strategies and Programs. New York: McGraw-Hill.
Hautz, J., Füller, J., Hutter, K. & Thürridl, C. (2014). Let Users Generate Your Video Ads? The Impact of Video Source and Quality on Consumers' Perceptions and Intended Behaviors. Journal of Interactive Marketing, 28(1), 1-15.
Hawes, J.M. (1982) Retailing strategies for generic grocery products. Ann Arbor : UMI Research Press.
Hawkins, D. I., Best, R. J., & Coney, K. A. (2001). Consumer Behavior: Building Marketing Strategy. New York: McGraw-Hill.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G. & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Hoffman, D. L. & Novak, T. P. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing, 60(3), 50-68.
Holstius, K. & Paltschik, M. (1983) Brand names and perceived value. European Research 11, 151-156.
Hwang, Johye , Yoon, Yoo-Shik & Park, No-Hyeun (2011). Structural effects of cognitive and affective reponses to web advertisements, website and brand attitudes, and purchase intentions: The case of casual-dining restaurants. International Journal of Hospitality Management. 30(4), p.897-907.
Jacoby, J., Szybillo, G.J. & Busato-Schach, J. (1977). Information Acquisition Behavior in Brand Choice Situations. Journal of Consumer Research, 3(4), pp.209-216.
Kapferer, J. -N. (1992). Strategic Brand Management, London: Kogan Page.
Kapferer, J. -N. (2017). The End of Luxury as We Knew It? Advances in Luxury Brand Management. 25-41.
Kaplan, Andreas M. & Haenlein, Michael (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1). 59-68.
Keller, K. L. (1998). Strategic Brand Management. New Jersey: Prentice Hall.
Kenski, Kate & Stroud, Natalie Jomini (2006). Connections Between Internet Use and Political Efficacy, Knowledge, and Participation. Journal of Broadcasting & Electronic Media, 50(2), 173-192.
Kerlinger, F. N. (2000). Foundations of Behavioral Research. San Diego, CA: Harcourt College Publishers.
Kietzmann, Jan H., Hermkens, K., McCarthy, Ian P. & Silvestre, Bruno S. (2011). Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media. Business Horizons, 54(3), 241-251.
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.
Koivulehto, E.I. (2017). Do social media marketing activities enhance customer equity? A case study of fast-fashion brand Zara (Doctoral dissertation). Retrieved from https://aaltodoc.aalto.fi/handle/123456789/26042
Kotler, P. (1991). Marketing management: Analysis, planning, implementation, and control. Englewood Cliffs, NJ: Prentice Hall.
Lankford, Samuel V. & Howard, Dennis R. (1994). Developing a tourism impact attitude scale. Annals of Tourism Research, 21(1), p.121-139.
Lee D.-H. (2010). Growing popularity of social media and business strategy. SERI Quarterly, 3(4): 112-117.
Li, C. & Bernoff, J. (2008). Groundswell: Winning in a World Transformed by Social Technologies. Boston, MA: Harvard Business Press.
Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness. Journal of Advertising, 31(4), 53-64.
Lohtia, R., Donthu, N., & Hershberger, E. K. (2003). The impact of content and design elements on banner advertising click-through rates. Journal of Advertising Research, 43(4), 410-418.
Mangold, W., & Faulds, D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4): 357-365.
Maurya, U. K. & Mishra, P. (2012). What is a brand? A Perspective on Brand Meaning. European Journal of Business and Management, 4(3), 122-133.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
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.
Neal, W. D. (2000). For Most Consumers, Loyalty Isn't an Attitude. Marketing News.
Neuman, W.L. (1997). Social Research Methods: Qualitative and Quantitative Approaches. 3rd Edition, Allyn and Bacon, Boston.
Palmer, Jonathan W. & Griffith, David A. (1998). An emerging model of Web site design for marketing. Communications of the ACM, 41(3), 44-51.
Phang, C. W., Zhang, C., & Sutanto, J. (2013). The influence of user interaction and participation in social media on the consumption intention of niche products. Information & Management, 50(8), 661-672.
Pitcher, A. E. (1985). The role of branding in International advertising. International Journal of Advertising, 4, 241-246.
Randall, G. (1985) The battle for brands. Management Today. 74-79.
Richmond, A. (1996). Enticing Online Shoppers to Buy - A Human Behavior Study. Computer Networks & ISDN Systems, 28(7-11), 1469-1480.
Rosenberg, M. J., Hovland, C. I., McGuire, W. J., Abelson, R. P., & Brehm, J. W. (1960). Attitude organization and change: An analysis of consistency among attitude components. (Yales studies in attitude and communication.). Connecticut: Yale University Press.
Safko, Lon& Brake, David K. (2009). The Social Media Bible: Tactics, Tools, and Strategies for Business Success. Hoboken: John Wiley & Sons Inc.
Schiffman, W. L.& Kaunk, L. L. (2000). Consumer behavior. New Jersey: Prentice-Hall.
Sheth, J. N., Mittal, B., & Newman, B. I. (1999). Customer behavior: Consumer behavior & beyond. TX: Dryden Press.
Sheth, J. N., Newman, B. I. & Gross, B. L. (1991). Why we buy, what we buy: a theory of consumption values. Journal of Business Research, 22, 159-70.
Steuer, Jonathan (1992). Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication, 42(4), 73-93.
Swani, K., Milne, G., Brown, B.P., Assaf, A.G. & Donthu, N. (2016). What messages to post? Evaluating the popularity of social media communications in business versus consumer markets. Industrial Marketing Management, 62, 77-87.
Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: do ads work on social networks? Journal of Advertising Research, 51(1), 258 –275.
Thompson, John B. (2010). Merchants of Culture. Cambridge, UK; Polity.
Tuten, Tracy L. & Solomon, Michael R. (2017). Social Media Marketing. Los Angeles : Sage Publications Ltd.
Van Noort, G., Voorveld, H. A. M. & Van Reijmersda, E.A. (2012). Interactivity in Brand Web Sites: Cognitive, affective, and behavioral responses explained by consumers' online flow experience. Journal of Interactive Marketing, 26(4), 223–34.
Voss, K.E., Spangenberg, E.R. & Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40(3):310-320.
Wang, C. L., Li, D., Barnes, B. R., & Ahn, J. (2012). Country image, product image and consumer purchase intention: evidence from an emerging economy. International Business Review, 21, 1041–1051.
Weinberg, Tamar (2009). The New Community Rules: Marketing on the Social Web. CA: O'Reilly Media.
三、其他資料來源
American Marketing Association. Branding. Retrieved from https://www.ama.org/topics/branding/
Facebook(2010)。粉絲專頁、個人檔案、社團和活動之間的差別。取自https://www.facebook.com/business/help/2148431558717386
Facebook(2016). Three and a half degrees of separation. Retrieved from https://research.fb.com/three-and-a-half-degrees-of-separation/?hc_location=ufi
Facebook。解讀粉絲專頁洞察報告。取自https://www.facebook.com/business/help/144825579583746
Lee Konstantinou (2012). The Mystery of Big Books [Web blog message]. Retrieved from https://arcade.stanford.edu/blogs/mystery-big-books
We Are Social(2020). “Digital in 2020 Global Overview”, Retrieved from https://datareportal.com/reports/digital-2020-global-digital-overview
行政院主計總處（2016）。中華民國行業標準分類。取自https://www.dgbas.gov.tw/ct.asp?xItem=38933&ctNode=3111&mp=1
金石堂（2017）。金石堂2017年度出版情報——Top20出版社。取自https://www.kingstone.com.tw/event/1712_atwtop/twtop.asp?actid=a1712106
孫昱涵（2009）。Facebook 的社群遊戲讓人潮變錢潮？。凱絡媒體。取自http://www.brain.com.tw/News/RealNewsContent.aspx?ID=13062
孫傳雄（2011）。Facebook的塗鴉牆、社團與粉絲專頁懶人包。天下雜誌。取自https://www.cw.com.tw/article/article.action?id=5007006
浩騰媒體（2009）。淺談社群媒體行銷 Social Media Marketing, SMM。浩騰媒體月報 9 月號。取自https://vdocuments.mx/200909-5584aeb8032e9.html
財政部。政統計資料庫，利事業家數與銷售額統計。取自http://web02.mof.gov.tw/njswww/WebMain.aspx?sys=100&funid=defjspf2
財團法人臺灣網路資訊中心（2020）。2019年臺灣網路報告。取自https://report.twnic.tw/2019/
國家圖書館（2020）。108 年臺灣圖書出版現況及其趨勢分析。取自https://nclfile.ncl.edu.tw/files/201802/dc05286f-8d33-40b2-9a0d-ea62024f415c.pdf
創市際（2009）。ARO 觀察：社會性媒體網站使用概況。創市際月刊報告書9月號。取自https://www.ixresearch.com/aro%E6%9C%88%E5%A0%B1/
賀秋白（2007年9月2日)。出版的定義【部落格文字資料】。取自：http://u-publishing.blogspot.com/2007/09/blog-post.html