A Comparative Study on Brand Equity between the Advertisements of Homepage and Social Networking Sites (SNSs)

• Main Authors: Pei-Hsiu Hung, 洪培修
• Other Authors: Yueh-Hua Lee
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/39921624284829496564

碩士 === 淡江大學 === 企業管理學系碩士班 === 101 === The popularity of the internet and the World Wide Web have changed the advertisement industry and its form, extending to internet ads especially with Social Network Sites (SNSs). Therefore this study is to compare the long existed ad banner to SNSs ads. Investigate whether the ads would affect its audiences in the AIDA model level when these two forms of ads are affected by the form of the internet. Also to investigate the correlation between the four levels of AIDA model and the four sides of the brand equity. Thus to understand the differences and the influences to brand benefits when audiences are viewing different forms of advertisements. By discussing and coordinating previous studies, our study have concluded the characteristics of ads on both social network sites and ad banners; Facebook and Yahoo! are taken as represent samples for each.Distributing surveys online among various forums and Bulletin Board Systems, we retrieved 302 and 284 valid samples from Facebook and Yahoo!. Finally, samples and SEM are analyzed applying with SPSS and AMOS; Hypothesis is tested with path analysis and critical ratios for differences between parameters. Result findings are as following: 1. The ad banner tracking characteristic and target audiences from Yahoo! has increased the levels of attention and desire in the AIDA model. The interaction and communications in the Yahoo! banner has also significantly increased the levels of desire and action in the model. 2. In the other hand, the flexibility of communication in Facebook social media ad has increased the level attention and interest to ad audiences in a significant level. The characteristic of social sharing of its ad has increased the level of desire and action in the AIDA model. 3. In the AIDA model, attention level and brand awareness of brand equity has a positive correlation. 4. In the AIDA model, Interest level and Brand Association of Brand Equity has a positive correlation. 5. In the AIDA model, desire level and Perceived Quality of Brand Equity has a positive correlation. 6. In the AIDA model, action level and brand loyalty of Brand Equity also has positive correlation. Since ad banner and social media ads are different in strengthening level within AIDA model, ads media should be chosen based on specific purposes in order to maximize brand equity.