| Summary: | 碩士 === 國立中央大學 === 資訊管理研究所 === 100 === As the Internet evolved over the past two decades, there are more and more channels for people to communicate and exchange their information, and social networking has rapidly become platforms for fulfilling people’s social needs. Users can share their feelings, express their opinions and communicate with friends through social network sites to fulfill their social needs. Advertisers have learnt the potential of social network sites in focused marketing through word-of-mouth, and put more and more resources in social networking. Facebook, for instance, has spread and reached the goal of the advertising effectiveness through the “Like” mechanism.
This study attempts to explore the advertising effectiveness of social networking from the perspective of users’ need to belong, to explore the factors affecting user’s ad click the ad and intention to purchase.
Data was collected from 287 respondents through self administered questionnaires. Result reveals that in social networking, users’ “need to belong” affects advertising effectiveness through “advertising message involvement” and “word-of-mouth seeking.”
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