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Title: 從ELM理論看WeChat與Weibo之資訊流廣告效果
A research of news feed ads effect between WeChat and Weibo: based on Elaboration Likelihood Model
Authors: 陳奕杭
Chen, Yihang
Contributors: 張郁敏
Chang, Yuhmiin
Chen, Yihang
Keywords: 社群媒體
Social Media
News Feed Ad
Message Involvement
Message Credibility
Perceived Number of Likes
Date: 2017
Issue Date: 2017-04-05 15:43:28 (UTC+8)
Abstract: 行動時代的到來為社群媒體帶來了發展的春天,原生廣告也隨之應運而生,成為備受社群媒體青睞的新興廣告形式。而在中國市場,WeChat與Weibo這兩大社群媒體自2012年起相繼推出了資訊流廣告服務,並不斷試水新的技術和表現形式。兩者的資訊流廣告在運作機制和表現形式上雖有所雷同,但仍各有特點,其中最主要的差異體現在廣告訊息的按讃者和按讃數量上。
Native advertising has emerged both as an exciting new way for digital marketers to engage with the consumer, and as a new source of advertising revenue for social media. In the China market, news feed ad, a major type of native advertising, has been very popular in WeChat and Weibo since 2012. Visually the native advertisement in these two social media seem pretty similar, but they have enough differences to make them different, particularly in the differences of likers and the number of likes on advertisement.
Using the Elaboration Likelihood Model (ELM) adopted by Harkins and Petty, this study focus on WeChat and Weibo and try to clarify the differences of consumer’s information processing, brand attitude and purchase intention between these two social media, which has various social tie strength. Adopting an laboratory experimentation, a total of 60 samples, participated in this study during January, 2017.
Finding of this study show the differences of brand attitude and purchase intention towards news feed ad when subjects are exposed to WeChat between Weibo. In WeChat, message credibility indicate more significant influence on the brand attitude and purchase intention towards native advertisement rather than perceived number of likes. Oppositely perceived number of likes positively influence on purchase intention towards native advertisement in Weibo.
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