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品需求狀況，因應市場趨勢調整行銷策略。在俄羅斯智慧型手機的需求上升，廠 商可多增加智慧型手機相關貼文的曝光。由於中低價位的平板電腦相較其他價位 較能夠受到俄羅斯消費者接受，故 Vkontakte 中的貼文能多以中低價的平板電腦 做為貼文題材。由於 Vkontakte 使用者多以手機裝置瀏覽該社群平台，廠商發布 Vkontakte 貼文時，應注意手機裝置適用的素材規範，以免錯失透過手機裝置行 銷的機會。此外，舉辦線上活動並提供誘因，有助於增加社群成員數，透過成員 分享活動貼文可提高貼文參與率，亦即經由互動娛樂型式與目標客群互動，以增 進成員對社群專頁的關注。社群媒體是企業與消費者溝通的媒介，因此企業應多 關注消費者於貼文下方的回應，或私訊對話框中的留言，不應禁止留言，並盡可 能不封鎖留言。根據目標客群選擇適當的社群媒體，並持續與消費者互動，有助 於增加消費者對品牌的認知與認同，提高品牌忠誠度，進而達到良好的口碑效 果，促進企業獲利與成長。
第三節 後續研究建議 (一) 變數操弄
本研究的參與率計算之指標為讚數、留言數、分享數的平均值，為提高研究 結果的精確度，後續研究可依不同行銷目的，分別以讚數、留言數、分享數做為 績效分析方式，或將讚數、留言數、分享數予以分配權重計算績效，甚至單獨分 析一個變數，並維持其他變數不變，探討參與率是否改變，分析影響參與率高低 的主要變數為何。其次，因本研究分析的資料主要將社群專頁公開的數據歸納並 分析，再以行銷觀點提出策略建議，並無取得實際銷售相關數字，故無法更深入 探討其商業價值，因此未來若持續深入研究，除了分析社群專業之公開數據，可 以將轉換率或業績成長率做為行銷績效的依變數，更進一步探討社群貼文對實際 收益的影響。
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(二) 質化研究
後續研究除了探討廠商經營社群媒體的模式與績效，亦可訪談廠商行銷專 員，以更深入了解廠商經營社群媒體的動機與目的是否與經營成效相吻合。此 外，後續研究可加以探討社群媒體使用者對社群專頁的使用態度，透過訪談得知 社群成員參與貼文的動機與態度，了解社群成員對不同結構貼文型式的感知，再 輔以社群專頁數據分析社群成員瀏覽社群專頁之行為，以獲得更精確的經營成效 資料。
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Strauss, J. and F. Raymond 著；洪慧芳譯。網路行銷概論，五版。台北市：華泰 文化，2010。
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貳、英文部分
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Trost, Elena. Social Media Marketing in BRIC Countries. Münster: LIT Verlag, 2013.
Tuten, Tracy L. & Michael R. Solomon. Social Media Marketing. CA: SAGE, 2014.
二、期刊
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International Journal of Market Research, Vol. 45, No. 4 (2003), pp. 505–513.
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Brodie, R. J., A. Ilic, B. Juric, & L. Hollebeek, “Consumer engagement in a virtual brand community: An exploratory analysis,” Journal of Business Research, Vol.
66, No. 1 (2013), pp. 105-114.
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Cvijikj, I. P. & F. Michahelles, “Online engagement factors on Facebook brand pages,” Social Network Analysis and Mining, Vol. 3, No. 4 (2013), pp. 843-861.
Daft, R. L. & R. H. Lengel, “Organizational information requirements, media richness
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Dennis, A. R. & J. S. Valacich, “ Rethinking Media Richness: Towards a Theory of Media Synchronicity,’ in Proceedings of the 32nd Hawaii International
Conference on System Sciences, Los Alamitos, CA: IEEE Computer Society Press, Volume 1. (1999), pp. 1-10.
Kaplan, A. M. & M . Haenlein,“Users of the world, unite! The challenges and opportunities of Social Media,” Business Horizons, Vol. 53 (2010), pp. 59-68.
Lin, Yu-Hsiang & Kuan-Nien Su. “Customer Engagement on Brand Fan Pages: An Examination of the Effects of Social Media Marketing” Journal of International Business Studies, Vol. 8, No. 1 (2014), pp. 23-56.
Lohtia, R., N. Donthu, & I. Yaveroglu, “Evaluating the efficiency of Internet banner advertisements,” Journal of Business Research, Vol. 60, No. 4 (2007), pp.
365-370.
Motameni, Reza & Richard Nordstrom. “Correlating the Social Media Functionalities to Marketing Goals and Strategies.” Journal of Marketing Management, Vol. 2, No. 3&4 (December 2012), pp. 27-48.
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26, No. 4 (2007), pp. 527-541
Saravanakumar, M., & T. SuganthaLakshmi. “Social media marketing.” Life Science Journal, Vol. 9, No. 4 (2012), pp. 4444-4451.
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Van Der Heide, B., J. D. D’ Angelo, & E.M. Schumaker, “The effects of verbal versus photographic self-presentation on impression formation in Facebook,” Journal of Communication, Vol. 62, No. 1, pp. 98-116.
Vries, Lisette de, Sonja Gensler & Peter S.H. Leeflang. “Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing.”
Journal of Interactive Marketing, Vol. 26, No. 2 (2012), pp. 83-91.
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Advertising Research, Vol. 54 , No. 1 (2014), pp. 92-109.
Xu, H., L. B., Oh, & H. H. Teo, “Perceived effectivenss of tex vs. multimedia location-based advertising messageing,” International Journal of Mobile Communication, Vol. 7, No. 2 (2009), pp. 154-177.
三、學位論文
Shishkova, Victoria. “Planning Online Marketing Strategy In Russia.” MA thesis, Häme University of Applied Sciences, 2013.
四、網路資料
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“The complete guide to influencer marketing: strategies, templates & tools.” Content Marketing Institute.
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Marketing_eBook.pdf> (accessed 6 Januanry, 2017).
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<http://contentmarketinginstitute.com/what-is-content-marketing> (accessed 30 July, 2016).
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McKenna, Chloe. “ Creating brand awareness and engagement with Russia’s #1 social network: VK.” eCommerce Worldwide. 6 September, 2016.
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参、俄文部分 一、學位論文
Александровна, Марина. “Контент социальных медиа как условие эффективных коммуникаций малого бизнеса с потребителем (на примере компании
«Полли-Вилли») (Effective communicatioon of small business with customers through social media content ).” (MA thesis, Tomsk Polytechnic University, 20115).
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<https://vk.com/page-47200925_44240810> ( accessed 15 November, 2016) Ефремова, Елена. KPI в SMM. Cossa. 8 April, 2014.
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<http://www.tadviser.ru/index.php/%D0%A1%D1%82%D0%B0%D1%82%D1
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<https://www.seorate.ru/rate/sep/> (accessed 29 December, 2016).
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