Translated Titles

Social Media Analytics: The Effects of Endorsers and Advertising Appeals on Customer Engagement




劉秀雯(Hsiu-Wen Liu);林育理(Yu-Li Lin);吳芳軒(Fang-Hsuan Wu)

Key Words

品牌社群 ; 顧客參與 ; 代言人類型 ; 廣告訴求 ; Brand Community ; Customer Engagement ; Endorser Type ; Advertising Appeals



Volume or Term/Year and Month of Publication

36卷3期(2017 / 07 / 01)

Page #

69 - 84

Content Language


Chinese Abstract

社群媒體的發展使企業可直接與顧客在社群媒體上進行互動,因此業者更加關心品牌的訊息能否引起顧客在社群媒體上的參與行為。在此動機下,本研究乃針對台灣美妝品牌粉絲專頁中產品介紹之廣告訊息進行分析,探討不同類型代言人(名人、專家、KOL/部落客、素人)、以及不同的廣告訴求(理性、感性)對於顧客參與行為之影響。本研究根據台灣地區美妝產業之粉絲專頁粉絲人數排序,從歐洲、美國、日本、韓國以及台灣的品牌來源國中,各選出2個美妝品牌 的粉絲專頁為研究對象,總共蒐集1,230則貼文。研究結果顯示:(1)不同的代言人類型確實影響粉絲專頁顧客參與行為,其中以名人代言人效果較佳。(2)代言人類型對於理性、感性訴求對顧客參與行為存在干擾效果。

English Abstract

Managers are concerned about their ability to foster customer engagement on social media. This concern motivated us to examine the combinations of message content that induce customer engagement on Facebook pages. Messages in product introduction posts were analyzed to explore the effects of different types of endorsers (e.g., celebrities, experts, key opinion leaders, bloggers, and ordinary persons) and advertising appeal (e.g., rational and emotional appeal) on customer engagement. We also investigated whether the effects of advertising appeal are moderated by different types of endorsers. On the basis of the number of fans that follow their Facebook pages, ten cosmetics brands available in Taiwan were selected for analysis. Media content regarding product introductions were selected as the target sample, and 1,230 message posts were collected for analysis. Our results suggest that marketers should tailor their messages according to different endorser categories.

Topic Category 社會科學 > 經濟學
社會科學 > 管理學
  1. 許方瑜 (2016),「3 項策略,讓Instagram 變身行銷人利器」,SmartM 電子商務網,(6 月5 日),(取得日期:2016 年12 月1 日),[available at https://www.smartm.com.tw/article/32333932cea3]。
  2. Socialbaker (2016), “Statistics for All Facebook Pages,” (accessed April 1, 2016),[available at http://www.socialbakers.com/statistics/facebook/pages/total/taiwan/brands/beauty/].
  3. Amos, Clinton,Holmes, Gary,Strutton, David(2008).Exploring the Relationship between Celebrity Endorser Effects and Advertising Effectiveness.International Journal of Advertising,27(2),209-234.
  4. Atkin, Charles,Block, Martin(1983).Effectiveness of Celebrity Endorsers.Journal of Advertising Research,23(1),57-61.
  5. Batra, Rajeev,Myers, John G.,Aaker, David A.(1996).Advertising Management.Upper Saddle River, New Jersey:Prentice Hall.
  6. Belch, George E.,Belch, Michael A.(2003).Advertising and Promotion: An Integrated Marketing Communications Perspective.New York:The McGraw-Hill.
  7. Belch, George E.,Belch, Michael A.(2013).A Content Analysis Study of the Use of Celebrity Endorsers in Magazine Advertising.International Journal of Advertising,32(3),369-389.
  8. Berkman, Harold W.,Gilson, Christopher C.(1987).Advertising, Concepts and Strategies.New York:Random House.
  9. Bhutada, Nilesh S.,Rollins, Brent L.(2015).Disease-Specific Direct-to-Consumer Advertising of Pharmaceuticals: An Examination of Endorser Type and Gender Effects on Consumers' Attitudes and Behaviors.Research in Social and Administrative Pharmacy,11(6),891-900.
  10. Birnbaum, Michael H.,Stegner, Steven E.(1979).Source Credibility in Social Judgment: Bias, Expertise, and the Judge's Point of View.Journal of Personality and Social Psychology,37(1),48-74.
  11. Biswas, Dipayan,Biswas, Abhijit,Das, Neel(2006).The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions. The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation.Journal of Advertising,35(2),17-31.
  12. Chu, Shu-Chuan,Kamal, Sara(2008).The Effect of Perceived Blogger Credibility and Argument Quality on Message Elaboration and Brand Attitudes.Journal of Interactive Advertising,8(2),26-37.
  13. Cvijikj, Irena Pletikosa,Michahelles, Florian(2013).Online Engagement Factors on Facebook Brand Pages.Social Network Analysis and Mining,3(4),843-861.
  14. de Vries, Lisette,Gensler, Sonja,Leeflang, Peter S. H.(2012).Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing.Journal of Interactive Marketing,26(2),83-91.
  15. Eisend, Martin,Langner, Tobias(2010).Immediate and Delayed Advertising Effects of Celebrity Endorsers' Attractiveness and Expertise.International Journal of Advertising,29(4),527-546.
  16. Friedman, Hershey H.,Friedman, Linda(1979).Endorser Effectiveness by Product Type.Journal of Advertising Research,19(5),63-71.
  17. Friedman, Salvatore Termini,Washington, Robert(1976).The Effectiveness of Advertisements Utilizing Four Types of Endorsers.Journal of Advertising,5(3),22-24.
  18. Ho, Chen-Hsun,Chiu, Kuang-Hui,Chen, Hsin,Papazafeiropoulou, Anastasia(2015).Can Internet Blogs be Used as An Effective Advertising Tool? The Role of Product Blog Type and Brand Awareness.Journal of Enterprise Information Management,28(3),346-362.
  19. Horai, Joann,Naccari, Nicholas,Fatoullah, Elliot(1974).The Effects of Expertise and Physical Attractiveness upon Opinion Agreement and Liking.Sociometry,37(4),601-606.
  20. Hsu, Yu-Lun(2012).Facebook as International E-marketing Strategy of Taiwan Hotels.International Journal of Hospitality Management,31(3),972-980.
  21. Kamins, Michael A.(1989).Celebrity and Non-Celebrity Advertising in A Two-Sided Context.Journal of Advertising Research,29(3),34-42.
  22. Kim, Dae-Hee,Spiller, Lisa,Hettche, Matt(2015).Analyzing Media Types and Content Orientations in Facebook for Global Brands.Journal of Research in Interactive Marketing,9(1),4-30.
  23. Kotler, Philip(2011).Marketing Management.New Jersey:Prentice Hall International.
  24. Maddux, James E.,Rogers, Ronald W.(1980).Effects of Source Expertness, Physical Attractiveness, and Supporting Arguments on Persuasion: A Case of Brains over Beauty.Journal of Personality and Social Psychology,39(2),235-244.
  25. Monroe, Kent B.(ed.)(1980).Advances in Consumer Research.Ann Abor, MI:Association for Consumer Research.
  26. Munnukka, Juha,Uusitalo, Outi,Toivonen, Hanna(2016).Credibility of A Peer Endorser and Advertising Effectiveness.Journal of Consumer Marketing,33(3),182-192.
  27. Ohanian, Roobina(1990).Construction and Validation of A Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness.Journal of Advertising,19(3),39-52.
  28. Osgood, Charles E.,Tannenbaum, Percy H.(1955).The Principle of Congruity in the Prediction of Attitude Change.Psychological Review,62(1),42-55.
  29. Rossiter, John R.,Percy, Larry(1987).Advertising and Promotion Management.New York:McGraw-Hill.
  30. Sabate, Ferran,Berbegal-Mirabent, Jasmina,Cañabate, Antonio,Lebherz, Philipp R.(2014).Factors Influencing Popularity of Branded Content in Facebook Fan Pages.European Management Journal,32(6),1001-1011.
  31. Singh, Tanuja,Veron-Jackson, Liza,Cullinane, Joe(2008).Blogging: A New Play in Your Marketing Game Plan.Business Horizons,51(4),281-292.
  32. Swani, Kunal,Milne, George R.,Brown, Brian P.(2013).Spreading the Word through Likes on Facebook: Evaluating the Message Strategy Effectiveness of Fortune 500 Companies.Journal of Research in Interactive Marketing,7(1),269-294.
  33. Swani, Kunal,Milne, George R.,Brown, Brian P.,Assaf, George A.,Donthu, Naveen(2016).What Messages to Post? Evaluating the Popularity of Social Media Communications in Business Versus Consumer Markets.Industrial Marketing Management,62(4),77-87.
  34. Tedeschi, Jamest T.(1972).The Social Influence Processes.Chicago:Aldine-Atherton.
  35. Verhellen, Yann,Dens, Nathalie,De Pelsmacker, Patrick(2013).Consumer Responses to Brands Placed in YouTube Movies: The Effect of Prominence and Endorser Expertise.Journal of Electronic Commerce Research,14(4),287-303.
  36. Verlegh, Peeter(ed.),Voorveld, Hilde(ed.),Eisend, Martin(ed.)(2016).Advances in Advertising Research.Wiesbaden:Springer Fachmedien Wiesbaden.
  37. Yoo, Changjo,MacInnis, Deborah(2005).The Brand Attitude Formation Process of Emotional and Informational Ads.Journal of Business Research,58(10),1397-1406.
  38. Zhang, Hongxia,Sun, Jin,Liu, Fang,Knight, John G.(2014).Be Rational or Be Emotional: Advertising Appeals, Service Types and Consumer Responses.European Journal of Marketing,48(11-12),2105-2126.
  39. Zhu, June Y.,Tan, Bernard C.Y.(2007).Effectiveness of Blog Advertising: Impact of Communicator Expertise, Advertising Intent, and Product Involvement.International Conference on Information Systems 2007 Proceedings
  40. 祝鳳岡(1996)。廣告理性訴求策略之策略分析。廣告學研究,8,1-26。
  41. 童曉君(1998)。碩士論文(碩士論文)。元智大學管理研究所。
Times Cited
  1. 劉秀雯、林育理、王景萱(2017)。連鎖便利商店之社群媒體分析:探討媒介特質與行銷訴求對於顧客參與行為之影響。管理學報,34(4),633-657。
  2. 賴盈孝,柳立偉,何昶鴛(2020)。選擇反映性測量模式或形成性測量模式?以社群媒體形式之顧客參與行為構念設定為例。觀光休閒學報,26(3),307-336。