社群媒體廣告衡量研究

Measuring the Effects of social media advertising

莊承展(Cheng-Chan Chuang)

指導教授 ： 江義平 ； 蔡坤宏

國立臺北大學/商學院/資訊管理研究所/碩士(2015年)

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。社群媒體廣告的
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。雖然社群媒體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
新興的社群媒體廣告形式進行檢證，以試圖為企業找出最佳的社群媒體廣告
策略組合。
本研究將利用非原生/原生廣告型式、商品形式，設計出數項社交廣告情
境進行測試，採取網路問卷調查方式，與創市際市場研究顧問合作，以期待收
集到具代表性的研究樣本；並採用因素分析與部分最小平方估計法等統計方
法，來確認本研究提出之各項因素構面，與驗證本研究所提出之假設。最後根
據研究發現，提出相關結論及建議，作為相關研究與實務應用之參考。

關鍵字

網路行銷 ； 社群媒體行銷 ； 社群媒體廣告

並列摘要

Due to the development and popularity of social media, marketers begin to put
much more budget on social media for marketing. And it make advertising types on
social media sites become much diverse. The newest advertising is native advertising,
and this type is more effective than traditional types. According to the research in past,
we found that were few studying for social advertising’s effect. The purpose of this
study tries to establish an optimum combination with different social advertising types
and products. This studying’s framework to measure the effects of social advertising,
which includes the key elements of social media advertising perception, social media
advertising types, products and the customer’s behavior which were impacted by
advertising. We hope the result of the studying which can adopt by enterprises and
marketers when they make decisions on social media.
This study will conduct a web survey to collect samples, and use factor analysis
and PLS to examine the relationships among the variables in our proposed model.
Based on the results of empirical studies, this study will provide in-depth discussions
on social marketing effects via several platforms and product types. Finally, further
conclusions and implications will be also provided.

並列關鍵字

Native Advertising ； Social Media Marketing ； Social Media Advertising

參考文獻

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