Abstract—In the context of giving consumers more power and putting more emphasis on interaction between network users, information exchange and collaboration between people is promoted through the network. Its model is more user-centric, and web users are both browsers and makers of website contents. To explore the proposed conceptual model, which includes experiential marketing and social network service as independent variable and customer loyalty as dependent variable, users from Facebook are included in the sampling frame. Findings show environmental cost is the main determinant of product competitive advantage that influences Taiwanese SMEs internationalization.

Index Terms—Experiential marketing, social network service, customer loyalty.

Business School, Yango University, Fuzhou, China (e-mail: s91370001@mail2000.com.tw).

Cite: Yao-Ping Peng, " The Influence of Social Network Service and Experiential Marketing on Internet Marketing," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 10, no. 3, pp.222-228, 2020.

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