社群媒體對行銷人員而言是非常重要的行銷管道。透過社群媒體進行行銷可以輕易地增強病毒行銷的擴散與加速口碑效應的效果。本研究旨在了解缺乏行銷資源的新手賣家們如何透過社群媒體執行行銷策略以及利用社群媒體強化自身弱勢。
本研究探討新設網路商店如何使用社群媒體執行行銷策略。樣本來自EC-IC 競賽於2009年及2010年的資料。該比賽的參賽學生必須在網拍賣場銷售兩個月，因此可視為網路新設商店的代表樣本。我們編碼的資料來源為141個賣場的資訊，包括比賽報告、部落格、Facebook, 微網誌以及YouTube。透過內容分析法，本研究分別從產品訊息、信任訊息、促銷訊息、互動方式、多媒體內容以及品牌故事等構面來檢視樣本內容。
本研究回答了兩個研究問題。第一個研究問題旨在探討新手賣家如何利用社群媒體執行行銷策略。本研究發現，參賽學生們由於對於部落格平台的熟悉度高於其他社群媒體平台且能掌握部落格資訊的發布，因此部落格在所有社群媒體當中揭露了相對完整的行銷資訊。而特惠活動是社群媒體當中最常使用的促銷資訊訊息。
第二個研究問題旨在探討新手賣家們如何透過社群媒體加強及克服行銷上的弱勢。本研究發現信任訊息很少在社群媒體上被使用，而且只有少數促銷方式在社群媒體上被使用。造成這些結果的原因在於比賽時間的限制以及對於社群媒體的熟悉度不足。
從研究結果中發現，參賽學生們使用非常稀少的資源來執行行銷策略。透過分析社群媒體上的內容我們可以對於新手賣家的行為及策略更為了解。為了克服這些弱勢，本研究建議新手賣家們能夠事先了解及研究各社群媒體平台的平台特性以及減少社群媒體平台的使用數量以增加社群媒體平台的熟悉度。
本研究發現了新手賣家們的經營特質並且給予建議以增強弱勢來建立長期營運的基礎。希冀本研究的建議能夠被實際執行於電子商務環境中，並讓未來的新手賣家們對於在社群媒體上執行行銷策略的方式有更深一層的了解。

Social media is a very important marketing channel for marketers. Marketing through social media can easily enhance the effects of viral marketing or accelerate the word-of-mouth effect. How small e-stores and startups that lack marketing resources conduct their online marketing strategies and overcome their marketing weaknesses are the points of interest in this research.
This research examines how new online shops implement marketing strategies using social media. Our samples come from the E-commerce Idea Competition of 2009 and 2010. The students who participate in this competition only have two months to operate their online stores so that they can be taken as typical samples of new online shops. We encode 141 online shops’ contents, including their final reports and website contents of blogs, Facebook, micro-blogs and YouTube. We use the content analysis method to analyze the dimensions of product information, trust messages, promotions, interactivities, multimedia contents and brand stories.
This research is to answer two research questions. The first research question asked is how small e-stores implement their marketing strategies using social media. The findings show that information is exposed more completely in blogs because of the students’ familiarity with blog platforms and the variety of information that it can handle. Promotions information such as special offers is the most commonly used information pattern on social media.
The second research question is how the e-stores enhance and overcome marketing weaknesses in using social media. We found out that trust messages are seldom used in social media and only a few promotions skills were used. These are caused by the time constraints and the unfamiliarity with social media.
From the results, it was shown that these students used very limited resources in implementing their marketing strategies. Analyzing the contents of the social media can give us a better understanding of the behavior and strategies of small e-stores and startups. To overcome these weaknesses, it is suggested that the features of the social media they want to use be studied first and to reduce the numbers of social media usage to become more familiar with the social media platform.
The current study found what the operating characteristics of small e-stores and startups are and some suggestions are given to strengthen their weaknesses and establish long-term businesses. We hope that these suggestions can be applied to the e-commerce environment so that future startups can have a better working understanding of marketing using the social media.

Contents
Chapter 1　Introduction 1
1.1 Why Social Network Marketing? 1
1.2 Research Purposes 5
1.3 Research Sequences 5
Chapter 2　Literature Review 8
2.1 Trends in Business Competition 8
2.2 Marketing using Social Media 10
2.2.1 Traditional online marketing versus social media marketing 10
2.2.2 Social media marketing on the run 13
2.3　Online Branding 15
2.3.1 Branding in a Web 2.0 environment 16
2.3.2 Media Exposure 16
2.3.3 Online Marketing Elements 17
Chapter 3　Research Method 28
3.1 Research Questions 28
3.2 Samples 29
3.3 Coding Sheet 30
3.3.1 Social Media Types 30
3.3.2 Categories of Online Marketing Elements 31
3.4 Procedure and Reliability 34
Chapter 4　Results 36
4.1 Description of the Sample Profiles 36
4.2 Product Information 37
4.3 Trust Messages 39
4.4 Promotions 41
4.5 Interactivity Approaches 43
4.6 Multimedia Contents 45
4.7 Stories for Marketing 47
Chapter 5　Discussions 49
References 55
Appendix A 59
Appendix B 62

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