由於數位化時代的快速演變，近年來網路數位廣告因此蓬勃發展，而其中最引人注目的新型廣告方式為部落客的業務配合文章。業務配合文章的優勢包含快速傳播以及口碑行銷，其結合社群媒體而加速在客戶之間的資訊流通。相較於傳統行銷方式如電視廣告以及網路橫幅廣告，部落客與讀者之間的連結性強化了資訊說服力，因此部落客文章儼然已從使用者口碑轉變成眾多品牌的最佳行銷方式。
本研究整理了過往的相關文獻，涵蓋了現代廣告、病毒行銷、部落格、口碑行銷以及利益揭露，並以社會交換理論為出發點，探討業務配合文章的三個特徵：資訊強度、代言人效果、獎賞如何獲得讀者較多的社會互動，社會互動包含讀者對文章按讚、留言以及分享給其他人，進而最大化業務配合文章的有效性。經過發放網路問卷調查分析後，本研究發現獎賞對於刺激讀者與部落客進行社會互動擁有較佳的影響力，其作用比起資訊強度以及代言人效果更有效用。另外代言人效果可以幫助部落客增加個人信賴度，且在獲得分享數方面擁有較佳影響力。
透過探討業務配合文章與社群媒體互動的關係，本研究結果期許提供部落客以及品牌廠商撰寫業務配合文章之參考。

In recent years, online digital advertisements are getting prosperous due to the development of digital era. Among the modern trend advertisements, the most conspicuous advertisement is bloggers’ sponsored posts. Sponsored post has the advantages such as rapid dissemination and word-of-mouth promotion. Combining with social media’s characteristics, the dissemination process accelerates among potential consumers. Comparing with traditional advertisements such as TV commercials and online banners, the connection between bloggers and readers strengthens the persuasiveness of content information. Therefore, bloggers’ posts are switching from online reviews to the best promotion method for brands.
This research reviews past literatures, including modern trend advertisement, viral marketing, blogosphere, word-of-mouth marketing, and compensation disclosure. Based on the concept of Social Exchange Theory, this research explores the influence of three characteristics on sponsored posts: information intensity, endorsement effect, and reward on motivating readers’ social interaction, eventually maximizing effectiveness of sponsored posts. Through analyzing the result of online questionnaire, this study concludes that reward is the best driver for motivating social interaction, it is even better than information intensity and endorsement effect. Moreover, endorsement effect helps bloggers to increase credibility, and it is especially useful in stimulating the amount of shares. By studying the relationship between sponsored post and interactions on social media, this research tempts to provide useful insight for bloggers and brands on writing sponsored posts.

中文摘要 (Chinese abstract)…………………………………………………………. ii
Abstract………………………………………………………………………………..iii
Chapter 1: Introduction
1.1 Research background …………………………………………………… 1
1.2 Research motivation & Research purpose ……………………………… 4
1.3 Research process……………………………………………………….. 6
Chapter 2: Literature Review
2.1 Modern trend advertising…………………………………………………7
2.2 Social exchange theory………………………………………………….15
2.3 Viral marketing………………………………………………………….17
2.4 Blogosphere……………………………………………………………..18
2.5 Word of mouth & E-Word of mouth…………………………………….21
2.6 Blog ranking…………………………………………………………….23
2.7 Compensation disclosure………………………………………………..27
Chapter 3: Research Methodology
3.1 Research framework & hypotheses……………………………………..30
3.2 Research dimensions & survey questions……………………………….32
3.3 Questionnaire design…………………………………………………….35
3.4 Data collection…………………………………………………………..39
3.5 Research instruments……………………………………………………39
Chapter 4: Analysis and Result
4.1 Sample data description…………………………………………………41
4.2 Descriptive statistics…………………………………………………….45
4.3 Reliability analysis………………………………………………………50
4.4 Validity analysis…………………………………………………………51
4.5 Correlation analysis……………………………………………………..52
4.6 Regression analysis……………………………………………………..54
4.7 Paired sample T-test…………………………………………………….70
4.8 ANOVA analysis & Post Hoc Test………………………………………80
Chapter 5: Conclusion and Suggestion
5.1 Research Conclusion……………………………………………………128
5.2 Managerial Implications………………………………………………..133
5.3 Limitations and Future Research Suggestions………………………….135
Reference …………………………………………………………………………..136
Appendix ……………………………………………………………………………146

Agarwal, N., Liu, H., Tang, L., & Yu, P. (2008). Identifying the influential bloggers in a community. In Proceedings of the 2008 International Conference on Web Search and Data Mining (pp. 207-218). Palo Alto, California, USA.
Ahluwalia, R. & Burnkrant, R. (2004). Answering Questions about Questions: A Persuasion Knowledge Perspective for Understanding the Effects of Rhetorical Questions. Journal Of Consumer Research, 31(1), 26-42. http://dx.doi.org/10.1086/383421
Alba, J. & Hutchinson, J. (1987). Dimensions of Consumer Expertise. Journal Of Consumer Research, 13(4), 411-454. http://dx.doi.org/10.1086/209080
Bakshi, G. & Gupta, S. (2013). Online advertising and its impact on consumer buying behavior. International Journal Of Research In Finance And Marketing, 3(1), 21-30.
Ballantine, P. & Martin, B. (2005). Forming Parasocial Relationships in Online Communities. Advances In Consumer Research, 32(1), 197-201.
Bampo, M., Ewing, M., Mather, D., Stewart, D., & Wallace, M. (2008). The Effects of the Social Structure of Digital Networks on Viral Marketing Performance. Information Systems Research, 19(3), 273-290. http://dx.doi.org/10.1287/isre.1070.0152
Bickart, B. & Schindler, R. (2001). Internet forums as influential sources of consumer information. Journal Of Interactive Marketing, 15(3), 31-40. http://dx.doi.org/10.1002/dir.1014
Bueno, B. (2007). Why We Talk: Seven Reasons Your Customers Will - Or Will Not - Talk About Your Brand (1st ed.). Creative Crayon Publishers.
Carpenter, R. (2014). The secret to pleasant pop-ups. Evergage. Retrieved from World Wide Web: http://www.everg age.com/blog/secret-pleasant-pop-ups/
Carr, C. & Hayes, R. (2014). The Effect of Disclosure of Third-Party Influence on an Opinion Leader's Credibility and Electronic Word of Mouth in Two-Step Flow. Journal Of Interactive Advertising, 14(1), 38-50. http://dx.doi.org/10.1080/15252019.2014.909296
Chan, K. & Misra, S. (1990). Characteristics of the Opinion Leader: A New Dimension. Journal Of Advertising, 19(3), 53-60. http://dx.doi.org/10.1080/00913367.1990.10673192
Chatterjee, P. (2001). Online Reviews: Do Consumers Use Them? (28th ed., pp. 129-133).
Chu, S. & Kamal, S. (2008). The Effect of Perceived Blogger Credibility and Argument Quality on Message Elaboration and Brand Attitudes. Journal Of Interactive Advertising, 8(2), 26-37. http://dx.doi.org/10.1080/15252019.2008.10722140
Chu, S. & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal Of Advertising, 30(1), 47-75. http://dx.doi.org/10.2501/ija-30-1-047-075
Colliander, J. & Dahlén, M. (2011). Following the Fashionable Friend: The Power of Social Media. Journal Of Advertising Research, 51(1), 313-320. http://dx.doi.org/10.2501/jar-51-1-313-320
Colliander, J. & Erlandsson, S. (2013). The blog and the bountiful: Exploring the effects of disguised product placement on blogs that are revealed by a third party. Journal Of Marketing Communications, 21(2), 110-124. http://dx.doi.org/10.1080/13527266.2012.730543
Dichter, E. (1966). How Word-of-Mouth Advertising Works. Harvard Business Review, 44(6), 147-166.
Ding, X., Liu, B., & Yu, P. (2008). A holistic lexicon-based approach to opinion mining. In Proceedings of the 2008 International Conference on Web Search and Data Mining (pp. 231-240). Palo Alto, California, USA.
Dobele, A., Toleman, D., & Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons, 48(2), 143-149. http://dx.doi.org/10.1016/j.bushor.2004.10.011
Feick, L. & Price, L. (1987). The Market Maven: A Diffuser of Marketplace Information. Journal Of Marketing, 51(1), 83-97. http://dx.doi.org/10.2307/1251146
Frenzen, J. & Nakamoto, K. (1993). Structure, Cooperation, and the Flow of Market Information. Journal Of Consumer Research, 20(3), 360-375.
Friestad, M. & Wright, P. (1994). The Persuasion Knowledge Model: How People Cope with Persuasion Attempts. Journal Of Consumer Research, 21(1), 1-31. http://dx.doi.org/10.1086/209380
Gill, M., Swann, W., & Silvera, D. (1998). On the genesis of confidence. Journal Of Personality And Social Psychology, 75(5), 1101-1114. http://dx.doi.org/10.1037//0022-3514.75.5.1101
Gupta, S. (2013). For mobile devices, think apps, not ads (cover story). Harvard Business Review, 91(3), 70-75. Retrieved from http://web.a.ebscohost.com.ezproxy. snhu.edu/ehost/pdfviewer/pdfviewer?sid=fa1d2bfe-915e-4473-8308-02cd2f6eef05@sessionmgr4002&vid=0&hid=4204
Hayes, J., King, K., & Ramirez, A. (2016). Brands, Friends, & Viral Advertising: A Social Exchange Perspective on the Ad Referral Processes. Journal Of Interactive Marketing, 36, 31-45. http://dx.doi.org/10.1016/j.intmar.2016.04.001
Horton, D. & Richard Wohl, R. (1956). Mass Communication and Para-Social Interaction. Psychiatry, 19(3), 215-229. http://dx.doi.org/10.1080/00332747.1956.11023049
Hsueh, M. (2011). The Effect of Message Credibility on Electronic Word-of-Mouth: The Moderating Role of Market Maven (Master). National Pingtung Institute of Commerce.
Jian, L. Z., & Rashad, Y. (2015). Which modern trend advertising methods are more effective in reaching certain outcome? A review on Internet ads, mobile app ads, video ads, stealth ads and outdoor digital ads. International Journal of Management, Accounting and Economics, 2(6), 595-608.
Johnson, T. & Kaye, B. (2004). Wag the Blog: How Reliance on Traditional Media and the Internet Influence Credibility Perceptions of Weblogs Among Blog Users. Journalism & Mass Communication Quarterly, 81(3), 622-642. http://dx.doi.org/10.1177/107769900408100310
Kalwani, M. & Narayandas, N. (1995). Long-Term Manufacturer-Supplier Relationships: Do They Pay off for Supplier Firms?. Journal Of Marketing, 59(1), 1-16. http://dx.doi.org/10.2307/1252010
Katz, E. & Lazarsfeld, P. (1955). Personal influence (1st ed.). Glencoe, Ill.: Free Press.
Kavanaugh, A., Zin, T., Carroll, J., Schmitz, J., Pérez-Quiñones, M., & Isenhour, P. (2006). When opinion leaders blog: new forms of citizen interaction. In Proceedings of the 2006 international conference on Digital government research (pp. 79-88).
Keller, E. (2007). Unleashing the Power of Word of Mouth: Creating Brand Advocacy to Drive Growth. Journal Of Advertising Research, 47(4), 448-452. http://dx.doi.org/10.2501/s0021849907070468
Krishnan, S. S., & Sitaraman, R. K. (2013). Understanding the effectiveness of video ads: A measurement study. IMC '13 Proceedings of the 2013 conference on Internet measurement conference. 149-162. Retrieved from http://dx.doi.or g/10.1145/2504730. 2504748.
Lafayette, J. (2006). Video Ads Get Props in Study. Television Week, 25(22), 3. Retrieved from http://web.a.ebsco host.com.ezproxy.snhu.edu/ehost/detail/detail?vid= 5&sid=2e0d0f87-b569-487e-a05b-ac062b77733b@sessionmgr4001&hid= 4214&bdata=JkF1dGhUeXBlPWNvb2tpZSxpcCx1cmwsY3BpZCZjdXN0aWQ9c2hhcGlyby ZzaXRlPWVob3N0LWxpdmU=#db=f5h&AN=21339016
Lee, J., Park, D., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research And Applications, 7(3), 341-352. http://dx.doi.org/10.1016/j.elerap.2007.05.004
Lee, K. & Koo, D. (2012). Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus. Computers In Human Behavior, 28(5), 1974-1984. http://dx.doi.org/10.1016/j.chb.2012.05.018
Levy, S. & Gvili, Y. (2015). How Credible is E-Word of Mouth Across Digital-Marketing Channels?. Journal Of Advertising Research, 55(1), 95-109. http://dx.doi.org/10.2501/jar-55-1-095-109
Li, Y., Lai, C., & Chen, C. (2011). Discovering influencers for marketing in the blogosphere. Information Sciences, 181(23), 5143-5157. http://dx.doi.org/10.1016/j.ins.2011.07.023
Lipsman, A. (2009). comScore and Starcom USA release updated “Natural Born Clickers” study showing 50 percent drop in number of U.S. internet users who click on display ads. Insights/ Press Releases. Retrieved from World Wide Web: www. comscore.com/Insights/Press-Releases/2009/10/comScore-and-Starcom-USA-Release- Updated-Natural-Born-Clickers-Study-Showing-50-Percent-Drop-in-Number-of-U.S.- Internet-Users-Who-Click-on-Display-Ads
Maddox, K. (2006). New metrics for online video ads. B To B, 91(7), 20. Retrieved from http://web.a.ebscohost. com.ezproxy.snhu.edu/ehost/detail/detail?sid=d9d77fb1- 9cc7-4d2a-925d-2fda909c3e88@sessionmgr400 2&vid=0&hid=4206&bdata=JkF1d GhUeXBlPWNvb2tpZSxpcCx1cmwsY3BpZCZjdXN0aWQ9c2hhcGlybyZzaXRlPWV ob3N0LWxpdmU=#db=bth&AN=21342654
Martin, C. L., and Clark, T. (1996) Networks of Customer-to-Customer Relationships in Marketing, D. Iacobucci, ed. Thousand Oaks, CA: Sage Publications.
McDaniel, C., Lamb, C. W. & Hair, J. F. (2012). Marketing essentials (7th edition). Canada: Cengage Learning.
Mayzlin, D. (2006). Promotional Chat on the Internet. Marketing Science, 25(2), 155-163. http://dx.doi.org/10.1287/mksc.1050.0137
Moon, J. H., Jung, J. H., & Lee, W. N. (2011). The impact of video quality and image size on the effectiveness of online video advertising on Youtube. American Academy of Advertising Conference Proceedings, 154. Retrieved from http:// search.proquest.com.ezproxy.snhu.edu/docview/896136846?pq-origsite=summo n&accountid=3783
Muñiz, Jr., A. & Schau, H. (2007). Vigilante Marketing and Consumer-Created Communications. Journal Of Advertising, 36(3), 187-202. http://dx.doi.org/10.2753/joa0091-3367360303
New Study Suggests Integrated Social Media Drives Sales. (2011). PR Newswire. Retrieved 30 October 2016, from http://www.prnewswire.com/news-releases/new-study-suggests-integrated-social-media-drives-sales-123803569.html
NewTube; online video and advertising. (2014, May 3). The Economist, 411, 58-n/a. Retrieved from http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/ 1520770480?accountid=3783
Number of mobile app hours per smartphone and tablet app user in the United States in June 2016, by age group. (2016). Statista. Retrieved 10 November 2016, from https://www.statista.com/statistics/323522/us-user-mobile-app-engagement-age/
Oliver, R. (1999). Whence Consumer Loyalty?. Journal Of Marketing, 63, 33-44. http://dx.doi.org/10.2307/1252099
Pashkevich, M., Dorai-raj, S., Kellar, M., & Zigmond, D. (2012). Empowering online advertisements by empowering viewers with the right to choose the relative effectiveness of skippable video advertisements on YouTube. Journal of Advertising Research, 52(4), 451-457. doi:10.2501/JAR-52-4-451-457
Rogers, E. (1962). Diffusion of innovations (1st ed.). New York: Free Press.
Rogers, E. & Shoemaker, F. (1971). Communication of innovations (1st ed.). New York: Free Press.
Rosoff, M. (2015). The app explosion is over. Business Insider. Retrieved 10 November 2016, from http://www.businessinsider.com/average-number-of-apps-vs-time-spent-2016-5
Rycyna, C., Champion, C., & Kelly, A. (2009). First Impressions After Various Types of Deception: Less Favorable Following Expectancy Violation. Basic And Applied Social Psychology, 31(1), 40-48. http://dx.doi.org/10.1080/01973530802659851
Steffes, E. & Burgee, L. (2009). Social ties and online word of mouth. Internet Research, 19(1), 42-59. http://dx.doi.org/10.1108/10662240910927812
The Social Media Payoff. (2012). LoyaltyOne.com. Retrieved 30 October 2016, from https://loyalty.com/knowledge/articles/social-media-payoff
Toma, C. & Hancock, J. (2012). What Lies Beneath: The Linguistic Traces of Deception in Online Dating Profiles. Journal Of Communication, 62(1), 78-97. http://dx.doi.org/10.1111/j.1460-2466.2011.01619.x
Total Media Ad Spending Growth Slows Worldwide. (2015). Emarketer.com. Retrieved 10 November 2016, from https://www.emarketer.com/Article/Total-Media-Ad-Spending-Growth-Slows-Worldwide/1012981
US Ad Spending: eMarketer's Updated Estimates and Forecast for 2015–2020. (2016). Emarketer.com. Retrieved 10 November 2016, from https://www.emarketer.com/Report/US-Ad-Spending-eMarketers-Updated-Estimates-Forecast-20152020/2001915
Uzunoğlu, E. & Misci Kip, S. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal Of Information Management, 34(5), 592-602. http://dx.doi.org/10.1016/j.ijinfomgt.2014.04.007
Video Ad Spending on Social Platforms Is Rising Fast. (2016). Emarketer.com. Retrieved 10 November 2016, from https://www.emarketer.com/Article/Video-Ad-Spending-on-Social-Platforms-Rising-Fast/1013977
Wang, X., Yu, C., & Wei, Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal Of Interactive Marketing, 26(4), 198-208. http://dx.doi.org/10.1016/j.intmar.2011.11.004
Wener-Fligner, Z. (2014). Google admits that advertisers wasted their money on more than half of internet ads. Quartz. Retrieved from World Wide Web: http://qz.com/307204/google-admits-that-advertisers-wasted-their-money-on-more- than-half-of-internet-ads/
Wright, D. & Hinson, M. (2008). How Blogs and Social Media Are Changing Public Relations and the Way It Is Practiced. Public Relations Journal, 2(2), 1-21.
Wu, H. & Lo, W. (2014). Why do you want to do "like", "comment" or "share" on Facebook: The Study of Antecedent on Facebook User's Behavioral Intentions. Marketing Review, 11(2), 107-131.
Yang, J., Kim, W., Amblee, N., & Jeong, J. (2012). The heterogeneous effect of WOM on product sales: why the effect of WOM valence is mixed?. European Journal Of Marketing, 46(11/12), 1523-1538. http://dx.doi.org/10.1108/03090561211259961
Yim, M. Y., Yoo, S., Till, B. D., & Eastin, M. S. (2010). In-store video advertising effectiveness: Three new studies provide in-market field data. Journal of Advertising Research, 50(4), 386-402. doi:10.2501/S00218 49910091634
Zenetti, G., Bijmolt, T. A., Leeflang, P. H., & Klapper, D. (2014). Search engine advertising effectiveness in a multimedia campaign. International Journal of Electronic Commerce, 18(3), 7-38. doi:10.2753/JEC1086-4415180301.