题名

Facebook粉絲專頁訊息廣告效果之研究：以7-Eleven與麥當勞粉絲專頁為例

并列篇名

The Advertising Effect of Official Facebook Fan Pages: Findings from the Fan Pages of 7-11 and Mcdonald in Taiwan

作者

吳文貴(Wen-Kuei Wu)；林孟陞(Meng-Sheng Lin)

关键词

臉書 ； 粉絲專頁 ； 廣告 ； Facebook ； Facebook fan page ； advertising

期刊名称

行銷評論

卷期/出版年月

10卷1期（2013 / 03 / 01）

页次

43 - 60

内容语文

繁體中文
中文摘要

本研究以臉書（Facebook, FB）之粉絲專頁訊息內容為研究標的，探討FB粉絲專頁之廣告文字訊息，包括訊息標題類型、內容訴求類型對溝通效果之影響。本研究採實驗法及問卷方式收集資料，以「訊息標題類型」、「內容訴求類型」作為自變項，「訊息涉入程度」為干擾變項，設計不同的實驗訊息組合，以大學生為研究樣本，並選定目前大學生最常接觸的粉絲專頁：「7-11粉絲專頁」、「麥當勞粉絲專頁」為研究標的。研究結果顯示，訊息標題類型、內容訴求類型與訊息涉入程度對於廣告效果均有不同程度的影響，但無交互作用；其中重要的影響包括：祈使式標題與感嘆式標題的廣告效果較佳，內容訴求則以功利訴求的廣告效果較佳。訊息涉入程度愈高，廣告效果也會愈好。本研究結果在實務應用上，也可提供粉絲專頁經營的企業，對於粉絲專頁訊息的傳播、用途與效益有更為清楚的瞭解，與使用參考。也提供也者有關設計訊息方向，特別是標題與訴求用語，才能結合粉絲專頁特色，發揮最大的廣告溝通效果。
英文摘要

This study examines the advertising effect of Facebook (FB) fan pages, including advertising headlines, appeals of messages in FB fan pages and audience's message involvement. By applying a between-subjects experiment design to investigate 382 subjects (university students) in Taiwan, the results indicate that headline types, appeal types in FB fan pages and audience's message involvement all have significant impacts on advertising effect with no interaction effects found. The advertising effects of FB fan pages with imperative headlines, emotional headlines, or instrumental appeals are better than other types of advertising messages. Many theoretical, managerial implications and future researches are also discussed.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. 陳光宗、張家瑋陳光宗(2014)。HBL 三月瘋：Nike Basketball Taiwan 社群內容效益分析。成大體育，46(2)，36-51。
  2. 劉仲矩、林宜慧(2015)。臉書使用者價值與忠誠度關聯研究：網路信任的干擾效果。企業管理學報，104，43-72。
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