DO NATIVE ADVERTISEMENTS ATTRACT MORE ATTENTION FROM FACEBOOK USERS?

I-Ping Chiang ； Cheng-Chan Chuang ； Pei-Wen Lin

《International Journal of Electronic Commerce Studies》 9卷2期 (2018/12) Pp. 191-207

https://doi.org/10.7903/ijecs.1560

摘要

Due to the development and popularity of social media, marketers are increasing their budgets for social media. The types of advertising on social media sites are becoming more diverse. The newest type of advertising is native advertising, and it is more effective than traditional advertising. However, there are few studies of the effect of social advertising. This study establishes an optimum combination of advertising types and products on social media. Its framework measures the effects of social advertising on social media advertising types, products and consumers' behavior. Enterprises and marketers can use these findings to make decisions about social media. A web survey will be administered to collect samples. ANOVA will be used to compare the effectiveness of different kinds of social media advertising. This study will use these results as a basis for in-depth discussions of social marketing effects via several platforms and product types. Conclusions and implications will be also discussed.

關鍵字

Social Media Marketing ； Social Media Advertising ； Native Advertising

參考文獻

Kaplan, A. M.,Haenlein, M.(2010).Users of the world, unite! The challenges and opportunities of social media.Business Horizons.53(1),59-68.

Mangold, W. G.,Faulds, D. J.(2009).Social media: The new hybrid element of the promotion mix.Business Horizons.52(4),357-365.

Online Publishers Association, Premium Content Brands Are Native Naturals.Retrieved on July 24, 2016, from http://onlinepubs.ehclients.com/images/pdf/OPA_Member_Native_Advertising_Public_MASTER.pdf.

eMarketer, Brand promotions are most popular Facebook ads.Retrieved on July 24, 2016, from http://www.emarketer.com/Article/Brand-Promotions-Most-Popular-Facebook-Ads/1010273.

Phelps, J. E.,Lewis, R.,Mobilio, L.,Perry, D.,Raman, N.(2004).Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email.Journal of Advertising Research.44(4),333-348.