近年來社群媒體興起，企業因看到社群網站上的龐大商機，也將行銷活動與社群媒體結合，並以企業之名義經營網路社群，用以發佈資訊進而與客戶直接互動，且使用者喜歡將品牌的產品或優惠消息分享給朋友，可發現使用者已經將社群媒體當成與品牌直接互動與獲取品牌資訊的重要管道，企業也急於利用此管道取得更多有價值的資訊，以增進品牌與客戶的關係，達成忠誠度提昇。過去許多文獻研究顯示透過社群媒體平台經營品牌社群，確實可提升客戶的品牌忠誠度，進一步創造正面口碑，並達成口碑的擴散，而也有很多研究，探討以社群互動行為衡量社群影響力之方法，找到具影響力的人，運用於擴大口碑擴散效果，然而較少以探討與品牌關係為主題，研究找到具社群影響力的人之方法，因此如何於龐大品牌的社群媒體使用者數量與互動資料中，找到品牌具影響力的忠誠客戶應用於口碑行銷上，已成為一個重要的課題。
本研究依據學者在社群媒體上品牌關係之相關研究，推論出可在品牌社群媒體上找到品牌關係良好的忠誠客戶之方法，並整合過去社群媒體上訊息傳播的角度，衡量使用者社群影響力的方法，設計出在品牌社群媒體上篩選具影響力的忠誠客戶之方法並實作。最後，以台灣較受歡迎的機車品牌「三陽(SYM)」為案例，透過Facebook 官方Garph API擷取Facebook上的公開資料，篩選出三 陽機車品牌具影響力的忠誠客戶，採用專家評估法進行評估，並以Spearman等級相關係數(rank- correlation coefficient)之相關性分析，與本研究自動篩選出之具影響力的忠誠客戶排名比較，評估結果顯示本研究提出的「品牌社群媒體上篩選具影響力的忠誠客戶之方法」之相關性，高於僅使用社群影響力分數的排名。本研究也經由實作與示範案例的資料擷取與分析過程，證明此方法的可行性。

With the rise of social media in recent years, the enterprises are aware of the huge business opportunities in the social networking sites, so they combine marketing activities with social media, and have operated their own brand community to announce the information about their products or brands. This allows them to interact directly with its customers. The users also like to share the information about products, brands, and the message of discount information with their friends. Therefore, it can be found that the users have already regarded the social media as an important channel for getting the information about product or brand directly, and the enterprises are also eager to take advantage of this channel to promote their commodities. Finally the users tend to be more loyal to the brand through these interactive processes. In the past, lots of literature show the enterprises operating their own brand community in the social media platforms can indeed enhance customer loyalty, and get more spread of positive word-of-mouth. There are many research papers about finding influential people in the huge number of interactive data from the social media, but few of them explore the theme of the relationship with the brand to find influential persons inside the social media site. Therefore, an important issue is that how to find brand loyal customers with social influence in the huge number of interactive data from the social media, so that then the enterprises can employ them in word of mouth marketing.
With reference to relevant researches in the social media brand relationship and the influence evaluation approach of social media, this study designs the method of filtering influential brand loyal customers and implements it. Finally, this study takes "Sanyang (SYM)", a more popular motorcycle brand in Taiwan, as a target. Via Facebook official graph API to retrieve public information on Facebook, and filter "Sanyang (SYM)" influential brand loyal customers automatically, this study uses expert evaluating method to rank influential brand loyal customers, and then use Spearman rank- correlation coefficient to evaluate the correlation. The results show that this study's correlation is higher than only using influence ranking. This study also implements and demonstrates the data acquisition and analysis processes to prove the feasibility of this approach.

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