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篇名 YouTuber 業配看了沒? 以觀看情境探討社群廣告的廣告態度
Have You Eeen the YouTuber’s Advertisement: Exploring the Advertising Attitude on Social-Networking Advertising with Viewing Contextual Considerations
作者 鄭淇云
中文摘要
本研究以社群廣告的不同形式與觀看情境做切入,探討使用者產製內容的
YouTuber 業配廣告與經營者產製內容的品牌自有廣告,對閱聽人廣告態度、連 結
強度的影響。研究結果指出,YouTuber 廣告與品牌自有廣告之間的差異,的確會影
響消費者的廣告態度、品牌與代言人的連結強度,使閱聽人能對廣告產生 較好的
觀感,並強化與品牌、YouTuber 之間的連結。本研究結果能使人更了解 YouTuber

所帶來的網紅經濟及其效益,是否能真的有效影響人們的廣告態度。 

英文摘要

 This study explores the different forms of social-networking advertising( SNA) and

viewing situations. Exploring the impact of the user's advertising attitude and the
tie strength on two types advertisements: (1) user-generated content (UGC), the
advertisement created by YouTuber and (2) marketer-generated content (MGC),
the official one. The results show that these two type ads do affect consumers'
attitudes toward advertising, and the tie strength between the audience and brands
or endorsers make them have a better perception of the ads and strengthen their
relationships with brands and YouTubers’. The results of this study can make people
more understand YouTuber, the economy of internet celebrity and its effectiveness,
and whether it can really affect people's advertising attitude.
中文關鍵詞 社群廣告、YouTuber、連結強度、廣告態度
英文關鍵詞 social-networking advertising , YouTuber , tie strength , advertising attitude
發表日期 2018/06/30
授權狀況 已授權
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