社群媒體的興起提供企業與消費者更多元的⾏銷與溝通管道，其中在社群媒體上建立品牌社群，便是⼀個被廣為應用的⾏銷策略。企業經常為了取得與消費者更多的接觸點，或拓展不同受眾族群，紛紛於各個社群媒體平台上建立品牌社群，但是卻低估了跨媒體經營品牌社群的複雜程度，導致在實務上經常觀察到經營成效不彰的結果。

為了更好的解決跨媒體經營品牌社群的問題，本研究基於品牌社群參與動機與媒體曲目理論，採用文獻探討與半開放式的深度訪談蒐集資料，探索消費者在單一媒體與跨媒體的環境下，參與品牌社群動機之差異，並提出「單一媒體與跨媒體參與品牌社群動機之異同模型圖」。

本研究貢獻於將跨媒體的概念，嵌入品牌社群參與動機，填補了品牌社群相關研究中的缺陷，在學術界有其重要價值與貢獻，亦提出管理意涵，提供業界未來考量經營話媒體品牌社群之參考依據。

The emerge of social media platforms has provided both brands and consumers an overwhelming number of choices to communicate. One of the most popular and widely adopted tools is creating a brand community on social media. Since it barely costs nothing to create a brand community on social media, thus, brands started to expand their brand community on each of the platforms, however, it is also very common that consumers remain only on one of them.

To discover and solve the problem of how to well manage cross-media communities, this study based on brand community participation motivation and media repertoire theory, attempting to distinguish the participation motivations differences between single-media oriented and cross-media brand communities. A literal review and semi-structured in-depth interviews with 30 experienced multiple social media users are adopted to collect research data.

This paper then sheds light on embedding the concept of cross-media into brand communities' participation motivations and further proposes a conceptual model, giving many implications insights to brand community managers also for further researchers.

中文文獻
陳蘊芳、郭憲誌與林孟彥，2017。社群參與之活化。管理學報，第三十四卷第四期：529-555。

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