| Summary: | 碩士 === 國立成功大學 === 國際企業研究所 === 102 === Social media can be considered a timely and cost-effective marketing tool. By using social media as social advertisement, it can provide companies with opportunities for expanding market. According to literature reviews, social media advertisement are constituted by message content and promotion form, while the message content can be classified into two categories, recreational and utilitarian; and promotion form can be divided to wall post and event invitation. Furthermore, Fogg and Eckles’ Behavior Chain Model (2007) demonstrates the behavior chain effect of social media, the three-phases involving behaviors, which are Discovery, Superficial Involvement, and True Commitment. On the basis of literature review, this study will adopt the experimental design methodology, simulating one Fanpage advertisement, trying to (1) compare the effect of message content between recreational and utilitarian; (2) compare the effect of promotion form between wall post and event invitation; (3) discuss the moderate effect of consumers’ privacy concern attitude.
The results demonstrate that both message content and promotion form can cause significant behavior chain effects; utilitarian content can trigger stronger behavior chain effect than recreational content and wall post leads consumers more involved than event invitation; however, there is no interaction effect. Though privacy concern does not have moderating effects, privacy concern may significantly influence SNS advertising effects. Above all, this research concludes that company may adopt simple and easy to understand promotion form, combining with utilitarian content, under the premise of avoiding interpreting consumers’ privacy, to reach the best SNS advertising effect, and even to leverage social marketing effectiveness.
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