Project title
愛你還是不愛你：以混合研究取徑識別消費者對於社群媒體影響者愛恨交織的前因後果
Internal ID
111-2410-H-002-012-MY2
Principal Investigator
Start Date
June 1, 2022
End Date
May 31, 2024
Partner Organizations
Love You or Love You Not: Identifying the Antecedents and Consequences of Consumers' Love-Hate Intertwined with Social Media Influencers via Mixed-Method Approaches
Keywords
社群媒體影響者
影響力行銷
刺激–個體心理變化–回應理論
使用與滿足理論
心流過程
評估理論
混合研究取徑
文字探勘
情感分析
社群聆聽
深度訪談
量表建構
Social Media Influencers
Influencer Marketing
Stimulus-Organism-Response Theory
Uses & Gratification Theory
Flow Process
Appraisal Theory
Mixed-Method Approaches
Text Mining
Sentiment Analysis
Social Listening
In-depth Interviews
Scale Development