| Summary: | 碩士 === 國立中正大學 === 行銷管理研究所 === 99 === Sponsored recommendation post is a blog article written by the blogger who is sponsored by the producers of any products or marketing agencies to review, promote products in their blog. Due to the regulation has specified that this kind of sponsor relationship must be revealed, the sponsored recommendation post is no longer an advertisement with disguised marketing intent. Past study indicated that opinions come from non-marketing sources (or the unrevealed sponsored recommendation post) will receive better advertising effect. When the marketing intent has been revealed in the blog article, is it still a suitable vehicle to convey marketing information would be a question.
The aim of this paper is to exam the advertising effectiveness after the marketing intent has been clearly revealed in the sponsored recommendation post. A 2 (brand awareness) ×2 (product type) ×2 (sponsorship type) experimental design was used to exam their influence on consumers’ Attsrp. A total of 613 valid samples were collected through mySurvey (http://www.mysurvey.tw/) online survey system; the student accounts for 74% of the samples. The results show that: (1) when the product appears in the sponsored recommendation post has high brand awareness, consumers will have better Attsrp; (2) when the product appears in the sponsored recommendation post is search goods, consumers tend to have better Attsrp. (3) Sponsorship type has no significant effect on Attsrp. (4) This study also verifies Attsrp will have positive effect on purchase intention. Based on the results, directions for future research and implications for marketers and bloggers are discussed.
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