2021年年會論文 -從廣告價值模型初探網紅追蹤人數及主題標籤之廣告效果
篇名
從廣告價值模型初探網紅追蹤人數及主題標籤之廣告效果
Examining the Effects: the number of influencer’s followers and Hashtag type in advertising
作者
蘇耘萱 林蕙雯 李睿廷
中文摘要

 

全球疫情蔓延,重創以「體驗」為核心的產業環境,品牌轉戰網路渠道結合網紅和主題標籤行銷吸引消費者注意,網紅經濟逆勢成長。追蹤人數還不多的素人網紅受到廣告主青睞,而「標語類」主題標籤被廣泛運用。本研究欲以消費者資訊處理和認知的角度出發,結合Petty & Cacioppo(1981)提出的推敲可能性模式(Elaboration Likelihood Model, ELM)與Ducoffe(1996)提出的廣告價值模型,試圖探究在訊息說服的過程中,「網紅追蹤人數多寡」、「主題標籤類型」產生的價值(資訊性、娛樂性、可信度、互動性)差異,以及對廣告態度的影響。研究以線上問卷實驗法,採2 * 3雙因子設計,以女性為實驗對象,共獲239份有效樣本。結果發現資訊可信性、互動性與廣告價值正相關 ; 資訊可信性、娛樂性、廣告價值與廣告態度正相關。網紅追蹤人數與廣告價值負相關,和資訊與可信性呈正相關。主題標籤類型在資訊與可信性、廣告價值上有主效果。


英文摘要
Covid-19 spread around the world, which has left national economies and businesses
counting the costs. However, the influencer industry continues to expand and Instagram is to
watch for industry trends. Based on a model called advertising value, this paper used a 2*3
experimental design (influencer’s followers: high vs. low / Hashtag type: information vs.
empowerment vs. information + empowerment) to detect the effect of advertising. The results
from valid responses shows that (1) Both informativeness & credibility and interactivity are
positively related to advertising value. (2) informativeness & credibility, entertainment and
advertising value are positively related to attitude. (3) the number of influencer’s followers
positively affect advertising value. (4) Hashtag type has the main effect in informativeness &
credibility and advertising value.
中文關鍵詞
主題標籤、追蹤人數、 微網紅、 網紅行銷、 廣告價值模型
英文關鍵詞
Hashtag; follower; microcelebrity; influencer marketing; advertising value
發表日期
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