Rebuilding public trust in the Taiwan military: a systems approach
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Authors
Chen, Tzu-Lun
Subjects
Image building
image restoration
emotional outreach
image display
groupies
public trust
marketing
crisis management
image restoration
emotional outreach
image display
groupies
public trust
marketing
crisis management
Advisors
Iatrou, Steven J.
Fisher, Edward L.
Date of Issue
2016-06
Date
16-Jun
Publisher
Monterey, California: Naval Postgraduate School
Language
Abstract
This thesis focuses on how the Taiwan military can improve public perception by changing its posting strategies on the Taiwanese Ministry of Defense Facebook page. By enhancing public trust through social media, the military would be better positioned to increase recruitment, funding, and morale. First, the research analyzes the application of Facebook and use of the Like button as an indicator of public trust levels. Then it employs content analysis methods, to evaluate which posting formats and writing approaches would lead to various trust levels. The findings reveal that the Taiwan military can improve public perception through its use of Facebook by publicizing cultural events such as the Lunar New Year, creating surprising content for followers, managing the trust-building process, and using Facebook's text and picture format with a proactive content strategy.
Type
Thesis
Description
Series/Report No
Department
Information Sciences (IS)
Organization
Identifiers
NPS Report Number
Sponsors
Funder
Format
Citation
Distribution Statement
Approved for public release; distribution is unlimited.
Rights
Copyright is reserved by the copyright owner.