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博碩士論文 etd-0101117-003535 詳細資訊
Title page for etd-0101117-003535
論文名稱
Title
部落客業務配合文章特徵以及有效性之探討
The Exploratory Research on Characteristics and Effectiveness of Bloggers' Sponsored Posts
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
174
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2017-01-24
繳交日期
Date of Submission
2017-02-01
關鍵字
Keywords
部落客、社群媒體、業務配合文章、病毒行銷、口碑
blogger, social media, word of mouth, viral marketing, sponsored post
統計
Statistics
本論文已被瀏覽 5857 次,被下載 34
The thesis/dissertation has been browsed 5857 times, has been downloaded 34 times.
中文摘要
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。
Abstract
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.
目次 Table of Contents
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
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