真假社群新聞?消費者之品牌傳播行為

隨著網際網路普及與社群網站的興起，假新聞透過社群媒體網絡連結，引起消費者注意與點擊、分享，造成訊息快速地散播。因此，本研究結合社群媒體、消費者自我與個人差異之理論及真假新聞的樣態，探索消費者如何在不同連結程度的社群媒體平台背景中，觀看品牌新聞資訊時，在其評論方向及個人差異如資訊素養及年齡層等因素的調節作用下，對品牌傳播之態度、口碑評論及分享等情感、行為的差異影響。本研究以實驗法採5因子多變量變異數分析(5-Way MANOVA)，針對2社群媒體連結度(強、弱) x2品牌新聞真實性(真、假)x3評論方向(正面、雙向、負面)等三個變數進行操弄，再加上2資訊素養(高、低)x4年齡層(青少年、青年、中年、中老年)等個人差異變數，並完成1,800份有效樣本蒐集。經實證分析結果，歸納出四大面向14個要點，提供企業主品牌行銷策略參考：一、媒體運用及資訊來源查核：「善用強連結的社群媒體，擴大品牌行銷成效」、「加強新聞來源的可信度及真實性」。二、網路評論之運用策略：「運用正面評論拓展潛在顧客群」、「正面澄清降低錯誤資訊再傳播」。三、個人差異之目標溝通策略：「強連結媒體易引起共鳴效果」、「建立正確資訊以供搜尋查核」、「聚焦特定年齡層刺激消費」、「掌握消費者動態以提昇企業形象」。四、假新聞之因應策略：「政府法律規範」、「事實查核應用」、「科技輔助過濾辨識」、「網路平台善盡社會責任」、「假訊息更正澄清」、「提升資訊素養」。

關鍵字

假新聞；品牌傳播；社群媒體；評論方向；資訊素養

並列摘要

With the popularity of the Internet and the rise of social networking sites, fake news links through social media networks have attracted consumers' attention, clicks, and sharing, and caused the information to spread quickly. Therefore, this study combines the theory of social media, consumer self & personal differences and the style of true and false news to explore how consumers watch brand news in the context of social media platforms with different degrees of connection, under the moderating effect of their review sidedness and personal differences such as information literacy and age, to affect the brand communication of their attitudes, Word-of-mouth reviews, and sharing. In this study, the 5-way multivariate analysis of variance (5-way MANOVA) was adopted by the experimental method. Three variables were manipulated, including 2 social media links (strong and weak) x2 brand news accuracy (true, false) x3 review sidedness (positive, two-way, negative). Plus individual differences variables, including 2 information literacy (high and low) x4 age groups (adolescence, youth, middle, and middle-aged & old). And it’s completed 1,800 valid samples collected. By empirical results, summarized four for 14 points, providing business owners as brand marketing strategy reference: 1.Media use and information source check: " Use social media with strong links to increase brand marketing effectiveness" and "Strengthen the credibility and accuracy of news sources." 2.The using strategies of online reviews: " Use positive reviews to expand the prospective customer base" and " Positive description to decrease false information and spread". 3.Target communication strategies for personal differences: "Strong social media links can lead to the resonance effect", "Create correct information for search and verification", "Focus on specific age groups to stimulate consumption" and "Master the dynamic consumer to enhance the corporate image". 4.The coping strategies for fake news: "Government laws and regulations", "Application of fact check", "The filtering and recognition by technology-assisted", "Network platform to fulfill our social responsibility", "Corrections to clarify the false message" and "Improve information literacy".