探討社會企業行銷 — 敘事法、口碑與消費者行為

Abstract

這篇研究論文的動機來自於各國社會企業在執行行銷時，時常面臨的窘境。許多社會企業雖然努力嘗試解決各種社會企業問題，但仍然遇到他們難以避免的挑戰，以下舉例說明:所謂企業面臨的問題涵蓋，企業穩固雙重目標(公司營利及社會問題)、 專業行銷人員及掌握財務限制。面臨這些問題,使社會企業難以有效地展現他們獨特價值，甚至增加與目標客群交流的困難度。為了強化此問題，社會企業行銷負責人及經營人可透過本研究提高社會企業之洞察力並有效執行行銷策略及增進公司成長。本研究最主要的重點之一是針對敘事法行銷的探究。每家社會企業都有獨特的故事. 透過這些故事進行內容行銷(contents marketing)能提高顧客們的參與度。因此，本研究深入探討了敘事法的可信度，包括故事與產品的相關性、故事的真實性以及清晰度。清晰度泛指故事的難易度及清晰度。此外，本研究結合普遍行銷層面的變數，包括來自計畫行為理論的因素(如態度和主觀規範)即決定消費者行為的因素(包括察覺社會新鮮價值和察覺企業對社會的貢獻度)。本研究顯示，可信度明確及密切影響察覺社會新鮮價值和察覺企業對社會的貢獻度。此外，察覺企業對社會的貢獻度與社會品牌的態度呈現關聯。主觀規範與察覺社會新鮮價值有正向關係，而主觀規範和對社會品牌的態度明確地影響口碑行銷。這些發現強調敘事法的必要性，並凸顯其在塑造社會企業行銷中消費者態度和行為中的關鍵作用。This research paper was motivated by the persistent challenges faced by social enterprises in their marketing endeavors even though they are contributing to improve many social problem in every country. This arises from the inherent dual objectives they must balance, financial constraints, and lack of professional marketing personnel. These factors collectively make it difficult for these enterprises to effectively communicate their unique value proposition and engage with their target audience. In an attempt to address these issues, the study provides social enterprise marketers and operators with insights and tools that can enhance their marketing efficiency and effectiveness so that they can make the growth of their company easier.One of the most important points of this research is the exploration of the power of storytelling in content marketing. Every social enterprise carries a unique story, and leveraging this in their marketing content can significantly enhance consumer engagement. The study, therefore, delves into the storytelling aspects of credibility, referring the relevance of the story to the product and the trustworthiness of the story, and clarity mentioning the degree of simplicity and clearness of the story.Furthermore, the research incorporates widely accepted marketing variables, including those from the Theory of Planned Behavior (such as attitude and subjective norms) and consumer behavior determinants (including perceived epistemic value or and perceived social initiatives).The study's key findings indicate that credibility significantly and positively impacts both perceived epistemic value and perceived social initiatives. Furthermore, perceived social initiatives bear a positive correlation with attitudes towards the social brand. Subjective norms have a positive relationship with perceived epistemic value, and both subjective norms and attitudes significantly influence Word of Mouth (WOM) marketing. These findings highlight the need for effective storytelling and mark its pivotal role in shaping consumer attitudes and behaviors in the context of social enterprise marketing.