我們的生活與社交媒體應用程式緊密相連，因為它們使我們能夠隨時隨地與朋友聯繫感情。這樣的互動激發了人們與朋友分享意見、想法和情感。
影響力行銷是一種利用影響者的影響力向受眾推銷商品或服務的技術；傳統營銷方式與網紅營銷最大的區別在於後者具有高度多樣性、創造性和及時回覆的特點。
網路影響者對公司和品牌的價值觀不同。名人的代言往往會增加產品的曝光率，提升品牌的價值和定位，而網紅的代言則主要用於傳達有關產品定位和功能的明確信息。這兩種代言的區別，讓企業可以根據自己的需求和行銷目標進行不同的方式，同時最大限度地發揮行銷效果。
我們的生活與社交媒體應用程式緊密相連，因為它們使我們能夠隨時隨地與朋友聯繫感情。這樣的互動激發了人們與朋友分享意見、想法和情感。

Our lives are deeply connected to social media applications because they allow us to connect and interact with our friends anywhere, anytime. Their interactivity inspires humans to share our thoughts, ideas, and emotions with friends.
Influence marketing is a technique that uses an influencer's influence to promote goods or services to audiences; the most significant difference between traditional marketing methods and influencer marketing is that the latter contains characteristics of high diversity, creativity, and real-time response.
Online influencers different values to companies and brands. Endorsements of celebrities often increase a product's exposure and enhance a brand's value and positioning, whilst those of online influencers are mainly used to deliver a clear message regarding a product's positioning and functionality. The differences between these two kinds of endorsements allow companies to apply differently according to their needs and marketing targets, as well as maximizing their marketing effects.

Content
Thesis Validation Letter i
Thesis and Dissertation Electronic/ Printed Publication Form (English) ii
Thesis and Dissertation Electronic/ Printed Publication Form (Chinese) iii
Abstract (Chinese) iv
Abstract v
Content vi
Figure viii
Table viii
1. Introduction 1
1.1 Research Topic 1
1.2 Research Process 3
2. Literature Review 5
2.1 Background Information 5
2.2 Social Media 11
2.3 Influencer Marketing 16
2.4 Why and how does influencer marketing work 25
3. Research Method 26
3.1 Document Analysis 26
3.2 Questionnaire Survey and Respondents 28
3.3 Questionnaire survey design 31
3.4 Questionnaire respondents selecting 32
4. Analysis Result 33
4.1 Basic Information of Social Media Users 33
4.2 Results of the Questionnaire Surveys 36
5. Conclusion 44
5.1 Research Conclusion 44
5.2 Limitations of the Study 45
Reference 46
Appendix 50

 
Figure
Figure 2-1 Most-used social media platforms in Taiwan 7
Figure 2-2 Main reasons for using social media 8

Table
Table 2-1 Follower Numbers Corresponding to Different Levels of Influencers 21
Table 3-1 Structure of Survey 29
Table 4-1 Basic Information of Social Media Users 33

Reference
I. Literature
Carr, C. T., & Hayes, R. A. (2015). Social media: Defining, developing, and divining. Atlantic journal of communication, 23(1), 46-65.
Frey, B. B. (Ed.). (2018). The SAGE encyclopedia of educational research, measurement, and evaluation. Sage Publications.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media.Business Horizons, 53, 59–68. doi:10.1016/j.bushor.2009.09.003
O’Sullivan, P. B. (2005, May). Masspersonal communication: Rethinking the mass interpersonal divide. Paper presented at the annual meeting of the International Communication Association, New York, NY.
Terry, M. (2009). Twittering healthcare: Social media and medicine. Telemedicine and e-Health, 15, 507–510. doi:10.1089/tmj.2009.9955
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
Walther, J. B., Carr, C. T., Choi, S., DeAndrea, D., Kim, J., Tong, S., & Van Der Heide, B. (2010). Interaction of interpersonal, peer, and media influence sources online: A research agenda for technology convergence. In Z.Papacharissi (Ed.), The networked self (pp. 17–38). New York, NY: Routledge.
Li-Cheng Ye & Zhi-Cheng Y (2011). Research Method and Thesis Writing (Version 3). Taipei：Shang Ding
II. Online resource
Amy DeYoung (2021). Influencer vs. KOL: What You NEED to Know. Retrieved May 14, 2022, from
https://www.netinfluencer.com/influencer-vs-kol-what-you-need-to-know/#:~:text=KOLs%2C%20or%20key%20opinion%20leaders,considered%20a%20key%20opinion%20leader.
Bryan Lipiner (2020). What Is Influencer Marketing? An Industry on the Rise. Retrieved May 14, 2022, from
https://entrepreneurship.babson.edu/what-is-influencer-marketing/
Christoph Kastenholz (2021). The Importance Of Influencer Marketing In The 'New Normal' Digital Sphere. Retrieved May 13, 2022, from
https://www.forbes.com/sites/forbesagencycouncil/2021/03/02/the-importance-of-influencer-marketing-in-the-new-normal-digital-sphere/?sh=28ec1e7c1448
DataReportal (2022). DIGITAL 2022: TAIWAN. Retrieved May 13, 2022, from
https://datareportal.com/reports/digital-2022-taiwan
KOL Radar (2022)，The Trending Report Of Influencer Marketing. Retrieved May 13, 2022, from
https://wordpress.lokidea.com/wp-content/uploads/2022/03/2022%E7%B6%B2%E7%B4%85%E8%A1%8C%E9%8A%B7%E8%B6%A8%E5%8B%A2%E5%A0%B1%E5%91%8A%E6%9B%B8.pdf
Pallavi Srivastava (2014). Influencer Marketing: How It Can Make Your Brand Tick. Retrieved May 14, 2022, from
https://www.businessinsider.in/influencermarketing-how-it-can-make-your-brand-tick/articleshow/43905913.cms
Werner Geyser (2022). What is an Influencer? – Social Media Influencers Defined. Retrieved May 14, 2022, from
https://influencermarketinghub.com/what-is-an-influencer/#toc-0