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題名 探討Instagram對品牌體驗及廣告效果之影響：以高中生為例
Exploring the Influence of Instagram on Brand Experience and Advertisement Effectiveness: An Example of Senior High School Students作者 鄭心怡
Cheng, Hsin Yi貢獻者 孫式文
Sun, Se Wen
鄭心怡
Cheng, Hsin Yi關鍵詞 品牌體驗
廣告效益
台灣
高中生
Brand Experience
Advertisement Effectiveness
Instagram
Taiwan
Senior High School Students日期 2015 上傳時間 2-Nov-2015 14:53:24 (UTC+8) 摘要 探討Instagram對品牌體驗及廣告效果之影響：以高中生為例
Having a presence on social mobile applications has become a popular marketing strategy for brands. Instagram, a photo-sharing and video-sharing social mobile application became the second largest social network site in the US in 2014 (eMarketer, 2015). Its image-intensive and social interactive nature provides brands a perfect environment for marketing. However, does it help brands to improve the brand experience? Is it a good platform for enhancing advertisement effectiveness? This study aims at exploring Instagram’s influence on brand experience and advertisement effectiveness. Four brands were chosen in this study, they are Nike, Starbucks, Hollister, and BMW. Senior high school students in Taiwan were chosen as the participants of this study. Quasi-experiment and Latin square design were used in this research to explore the influence of Instagram on these senior high school students. The four brands’ Instagram contents were taken as experimental treatment. Students completed measurements in both controlled condition and experimental condition. The result of these two conditions was compared to see Instagram’s influence on brand experience and advertisement effectiveness. The results showed that Instagram significantly improved students’ overall brand experience towards Nike and Starbucks. Instagram also improved the overall advertisement effectiveness of Starbucks and Hollister. However, the Instagram contents of BMW did not have any influence on improving students’ brand experience or advertisement effectiveness. Moreover, participants’ purchase intention toward the four brands was also not affected by Instagram. Based on the insight of this study, Instagram did help improve the brand experience and advertisement effectiveness for some brands. These brands were mostly the apparel and food & beverage brands which was welcomed among younger audiences. Brands that participants were most familiar with were also successful in improving its brand experience on Instagram. Instagram contents that participants can relate to were most influential in improving the advertisement effectiveness. Brands that were less familiar with participants could also gain success on Instagram by providing the right contents. Therefore, when marketing brands among senior high school students in Taiwan, brand types, strengths of brand, and the force of pull from familiarity are crucial on improving their brand experience and advertisement effectiveness on Instagram.參考文獻 Appadurai, A. (1990). Disjuncture and difference in the global economy. In M. Featherstone (Ed), Global Culture: Nationalism, Globalization and Modernity (pp. 295-310). London: Sage Publications.Babakus, E., Bienstock, C. C., & Scotter, J. R. V. (2004). Linking perceived quality and customer satisfaction to store traffic and revenue growth. Decision Sciences, 35(4), 713-737.Baer, D. 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國立政治大學
國際傳播英語碩士學位學程(IMICS)
98461012資料來源 http://thesis.lib.nccu.edu.tw/record/#G0984610121 資料類型 thesis dc.contributor.advisor 孫式文 zh_TW dc.contributor.advisor Sun, Se Wen en_US dc.contributor.author (Authors) 鄭心怡 zh_TW dc.contributor.author (Authors) Cheng, Hsin Yi en_US dc.creator (作者) 鄭心怡 zh_TW dc.creator (作者) Cheng, Hsin Yi en_US dc.date (日期) 2015 en_US dc.date.accessioned 2-Nov-2015 14:53:24 (UTC+8) - dc.date.available 2-Nov-2015 14:53:24 (UTC+8) - dc.date.issued (上傳時間) 2-Nov-2015 14:53:24 (UTC+8) - dc.identifier (Other Identifiers) G0984610121 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/79222 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 98461012 zh_TW dc.description.abstract (摘要) 探討Instagram對品牌體驗及廣告效果之影響：以高中生為例 zh_TW dc.description.abstract (摘要) Having a presence on social mobile applications has become a popular marketing strategy for brands. Instagram, a photo-sharing and video-sharing social mobile application became the second largest social network site in the US in 2014 (eMarketer, 2015). Its image-intensive and social interactive nature provides brands a perfect environment for marketing. However, does it help brands to improve the brand experience? Is it a good platform for enhancing advertisement effectiveness? This study aims at exploring Instagram’s influence on brand experience and advertisement effectiveness. Four brands were chosen in this study, they are Nike, Starbucks, Hollister, and BMW. Senior high school students in Taiwan were chosen as the participants of this study. Quasi-experiment and Latin square design were used in this research to explore the influence of Instagram on these senior high school students. The four brands’ Instagram contents were taken as experimental treatment. Students completed measurements in both controlled condition and experimental condition. The result of these two conditions was compared to see Instagram’s influence on brand experience and advertisement effectiveness. The results showed that Instagram significantly improved students’ overall brand experience towards Nike and Starbucks. Instagram also improved the overall advertisement effectiveness of Starbucks and Hollister. However, the Instagram contents of BMW did not have any influence on improving students’ brand experience or advertisement effectiveness. Moreover, participants’ purchase intention toward the four brands was also not affected by Instagram. Based on the insight of this study, Instagram did help improve the brand experience and advertisement effectiveness for some brands. These brands were mostly the apparel and food & beverage brands which was welcomed among younger audiences. Brands that participants were most familiar with were also successful in improving its brand experience on Instagram. Instagram contents that participants can relate to were most influential in improving the advertisement effectiveness. Brands that were less familiar with participants could also gain success on Instagram by providing the right contents. Therefore, when marketing brands among senior high school students in Taiwan, brand types, strengths of brand, and the force of pull from familiarity are crucial on improving their brand experience and advertisement effectiveness on Instagram. en_US dc.description.tableofcontents ACKNOWLEDGEMENTS iiABSTRACT iiiLIST OF TABLES vChapter 1 Introduction 1Chapter 2 Literature Review 32.1 State of Mobile Device Use 32.2 Instagram 42.3 Brand Experience 72.4 Brand Experience on Instagram 102.5 Advertisement Effectiveness 13Chapter 3 Methodology 163.1 Quasi-Experiment Design 163.2 Participants 183.3 Experimental Treatment 193.4 Measures 213.4.1 Brand Experience 213.4.2 Advertisement Effectiveness 223.5 Procedure 23Chapter 4 Results 264.1 Brand Experience 264.1.1 Overall Brand Experience 264.1.2 Sensory Experience 284.1.3 Affective Experience 294.1.4 Intellectual Experience 304.1.5 Behavioral Experience 314.2 Advertisement Effectiveness 324.2.1 Brand Attitude 324.2.2 Brand Satisfaction 334.2.3 Purchase Intention 34Chapter 5 Conclusion 355.1 Future Research 385.2 Implications 40References 41APPENDICES 52APPENDIX A Quasi-experiment Measurements 52 zh_TW dc.format.extent 4496207 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0984610121 en_US dc.subject (關鍵詞) 品牌體驗 zh_TW dc.subject (關鍵詞) 廣告效益 zh_TW dc.subject (關鍵詞) 台灣 zh_TW dc.subject (關鍵詞) 高中生 zh_TW dc.subject (關鍵詞) Brand Experience en_US dc.subject (關鍵詞) Advertisement Effectiveness en_US dc.subject (關鍵詞) Instagram en_US dc.subject (關鍵詞) Taiwan en_US dc.subject (關鍵詞) Senior High School Students en_US dc.title (題名) 探討Instagram對品牌體驗及廣告效果之影響：以高中生為例 zh_TW dc.title (題名) Exploring the Influence of Instagram on Brand Experience and Advertisement Effectiveness: An Example of Senior High School Students en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Appadurai, A. (1990). Disjuncture and difference in the global economy. In M. Featherstone (Ed), Global Culture: Nationalism, Globalization and Modernity (pp. 295-310). London: Sage Publications.Babakus, E., Bienstock, C. C., & Scotter, J. R. V. (2004). Linking perceived quality and customer satisfaction to store traffic and revenue growth. Decision Sciences, 35(4), 713-737.Baer, D. (2014a, Nov 18). The psychology behind why Instagram is so addictive. Business Insider. Retrieved April 1, 2015, from http://www.businessinsider.com/psychology-of-why-instagram-is-addictive-2014-11#ixzz3Ty0ia1eZ Baer, D. (2014b , Nov 13). The science behind why Facebook is so addictive. Business Insider. Retrieved April 1, 2015, from http://www.businessinsider.com/science-behind-why-facebook-is-addictive-2014-11 Barmada, N. (2014, Sep 23). Mobile marketing - How imagery is shaping the way brands communicate with consumers. Retrieved April 10, 2015, from http://stories.gettyimages.com/mobile-marketing-imagery-shaping-way-brands-communicate-consumers/Becker, L. A. (2000, Mar 12). Statistical analysis of quasi-experimental designs. Retrieved May 1, 2015, from http://www.uccs.edu/lbecker/quasiapriori.html#OverviewBelch, G., & Belch, A. (2003). Advertising and Promotion: An Integrated Marketing Communications Perspective (6th ed.). New York: McGraw-Hill. Blattberg, E. (2015, Feb 13). Inside The New York Times Instagram strategy. DigiDay. Retrieved April 10, 2015, from http://digiday.com/publishers/nytimes-instagram-strategy/Bouhlel, O., Mzoughi, N., Ghachem, M. S., & Negra, A. (2010). Online purchase intention: Understanding the blogosphere effect. International Journal of e-Business Management, 4(2), 37–51.Brakus, J.J., Schmitt, B.H., & Zarantonello, L. (2009). Brand experience: What is it? How do we measure it? And does it affect loyalty? Journal of Marketing, 73(3), 52–68.Brakus, J.J., Schmitt, B.H., & Zhang, S. (2008). Experiential attributes and consumer judgments. In B.H. Schmitt & D. Rogers (Eds.). Handbook on Brand and Experience Management. Northampton, MA: Edward Elgar. Brakus, J.J., Schmitt, B.H., & Zhang, S. (2014). Experiential product attributes and preferences for new products: The role of processing fluency. Journal of Business Research, 67(11), 2291–2298. Brandt, A. (2015, Jan 21). Sensory marketing is the next frontier in mobile advertising - Mobile ads must appeal to users` emotions through sight, sound and touch. Advertising Age. Retrieved May 1, 2015, from http://adage.com/article/digitalnext/sensory-marketing-frontier-mobile-advertising/296655/Braun-LaTour, K. A. & LaTour, M. S. (2005). Transforming consumer experience: When timing matters. Journal of Advertising, 34(3), 19-30.Braun-LaTour, K. A., LaTour, M. S., Pickrell, J. E. & Loftus, E. F. (2004). 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