Exploring the Marketing Effect of Social Media – A Example of Fanpage Coffee Commercial

  • 廖 郡捷

Student thesis: Master's Thesis


Social media can be considered a timely and cost-effective marketing tool By using social media as social advertisement it can provide companies with opportunities for expanding market According to literature reviews social media advertisement are constituted by message content and promotion form while the message content can be classified into two categories recreational and utilitarian; and promotion form can be divided to wall post and event invitation Furthermore Fogg and Eckles’ Behavior Chain Model (2007) demonstrates the behavior chain effect of social media the three-phases involving behaviors which are Discovery Superficial Involvement and True Commitment On the basis of literature review this study will adopt the experimental design methodology simulating one Fanpage advertisement trying to (1) compare the effect of message content between recreational and utilitarian; (2) compare the effect of promotion form between wall post and event invitation; (3) discuss the moderate effect of consumers’ privacy concern attitude The results demonstrate that both message content and promotion form can cause significant behavior chain effects; utilitarian content can trigger stronger behavior chain effect than recreational content and wall post leads consumers more involved than event invitation; however there is no interaction effect Though privacy concern does not have moderating effects privacy concern may significantly influence SNS advertising effects Above all this research concludes that company may adopt simple and easy to understand promotion form combining with utilitarian content under the premise of avoiding interpreting consumers’ privacy to reach the best SNS advertising effect and even to leverage social marketing effectiveness
Date of Award2014 Jan 10
Original languageEnglish
SupervisorQuey-Jen Yeh (Supervisor)

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