Communication effects research of endorser advertising on blog diaries

• Main Authors: Huang,Tzu-Chieh, 黃子潔
• Other Authors: Lai,Jeffery
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/58409439572323950763

碩士 === 國立政治大學 === 廣告研究所 === 95 === “Blog diaries written by product endorsers” is a new form of advertising promotion as blog becomes more popular in Internet world than ever. ”Endorsers types” and “product placement types” are the two independent variables in the study to investigate the three aspects of advertising communication effects—“recall effects”, “brand attitude”, and “purchase intention.”— which are the dependent variables in the study. The formal experimental commercials are six different kinds in total based on three endorser types and two product placement types and posted in Internet for questionnaires collecting. The results are both the different endorser types and the different product placement types have significant influences on “recall effects” and “purchase intention” aspects, but only different endorser types caused significant influences on “brand attitude” aspect. The typical consumer endorser is most effective type in all of three kinds and the celebrity endorser is the worst one on every advertising communication effect aspects. “The inside placement” has the better effect than “the outside placement” on “recall effects” and “purchase intention” aspects .The interact between “the endorsers types ”and “product placement types” are not significant in the three aspects of advertising communication effects.