What are the Effects of the Online Stealth Marketing on the Consumer’s Behavior?

• Main Authors: Olivia Cohen, 歐利蜜雅
• Other Authors: Chin-Tein Lee
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/mdgfs4

碩士 === 國立中山大學 === 企業管理學系研究所 === 102 === The central research question of this thesis is the following: What are the effects of the online stealth marketing on the consumers behaviors? Sub-research questions arising are: Do online stealth marketing techniques have different consequences on consumer behavior: first depending on the characteristics of these consumers, then depending on the type of product for which the technique is used. The objective of this study is to determine for which target and for which type of product stealth marketing is best suited. Facing the resistance to advertising developed by consumers, companies are turning to stealth marketing practices. Stealth marketing techniques - and especially ethical issues they raise - are for some years at the heart of debates. Indeed, whether the Sony Ericsson scandal and its tourist-actors promoting the latest cell phone, or fake blog set up by Sony to power the conversations around his PSP, stealth marketing seems this as "online" than "offline". Different authors have been led to raise the following question: why companies use such marketing techniques? This appears to be a response to the resistance to advertising developed by consumers.