社群媒體內容取向之建構與衡量：融合市場基礎資產與社會滲透理論之實證研究

Constructing and Measuring Social Media Content Orientation: An Empirical Study Using the Market-based Assets Perspective and Social Penetration Theory

本研究基於市場基礎資產與社會滲透理論，建構社群媒體內容取向分析架構，以交互鏈結、群體影響、社會傾聽與情資引動四面向構成，據以內容分析法衡量之，實證探究關鍵意見領袖(KOL)之社群媒體內容取向，並選取2021年「KOL Radar」之台灣100名最具影響力KOL，分析其在Facebook與Instagram之190篇貼文。實證發現，KOL在「交互鏈結」上傾向透過分享個人現況、活動或產品資訊與受眾建立情感連結；「群體影響」強調產品或服務符合受眾風格，深化及維繫關係；「社會傾聽」以分享詳細資訊以鼓勵受眾發言，據以探知市場資訊；「情資引動」則展示產品特殊性與使用經驗以激發受眾反饋。結果亦指出KOL傾向避免轉發他人內容或發表爭議性貼文，以維護專業和正面形象。Facebook內容重詳細訊息分享，Instagram則偏重視覺效果與即時性。本研究對社群媒體內容取向提供架構與衡量方法，並提出學術與實務建議。

This study aims to develop a framework for analyzing the content orientation of social media through the lens of market-based assets and social penetration theory. It employs content analysis to explore the postings of key opinion leaders (KOLs) on social media. Focusing on the top 100 KOLs identified and ranked by the 2021 KOL Radar Platform, this study examines 190 posts on Facebook and Instagram. The findings reveal that KOLs establish emotional connections by sharing personal and product updates (communal networking), aligning products with audience styles to strengthen relationships (community influencing), engaging audiences with detailed product information, facilitating market understanding (social listening), and employing product distinctiveness and experiences to elicit audience responses (intelligence initiation). KOLs generally refrain from reposting others’content or engaging in controversial posts to maintain a professional and positive image. Additionally, a notable difference is observed in content presentation between Instagram and Facebook. Instagram emphasizes visual impact and immediacy, whereas Facebook’s content focuses on detailed information sharing. This study provides a preliminary framework for analyzing content orientation on social media, concluding with recommendations for academic research and practical applications.