社交廣告效果衡量研究

Measuring the Effects of Social Advertising

江義平(I-Ping Chiang) ； 莊承展(Cheng-Chan Chuang)

《管理資訊計算》 3卷2期 (2014/09) Pp. 222-234

https://doi.org/10.6285/MIC.3(2).16

摘要

由於近年來社群網站的普及，行銷人員也開始利用社群媒體和顧客進行溝通。社交廣告也隨著社群媒體行銷的發展開始受到重視。社交廣告的形式也從過去傳統的廣告形式，如：橫幅廣告、文字鏈結及網頁工具等，進而發展出最新的原生廣告模式。雖然社交廣告已逐漸的受到行銷人員注目，但其執行方式與實質效益卻尚未獲得證實。因此，本研究目的在對各種新興的社交廣告形式進行檢證，以試圖為企業找出最佳的社群廣告策略組合。

關鍵字

社群媒體行銷 ； 社交廣告 ； 原生廣告

並列摘要

Since the social network services (SNS) become very popular recently, marketers begin to develop a new communicating tool to contact customers through social media. Social advertising was adopted to deliver marketing information to targeted customers. Instead of traditional types of advertisement, such as banners, text-links and widgets, another new type of advertisement called ＂native advertising＂ is also generated and delivered on SNSs. However, there is still no clear answer whether these above social advertisements will provide marketing outcomes. This study will try to measure the performance of social advertisements, in order to establish the best social advertising strategic portfolio for companies.

並列關鍵字

Social Media Marketing ； Social Advertising ； Native Advertising

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