A Study on Using Endorsements and Testimonials in Online Advertising

• Main Authors: Ya-yuan Siao, 蕭雅垣
• Other Authors: Hsiao-hui Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/00928569584782716444

碩士 === 國立臺灣科技大學 === 科技管理所 === 102 === Internet has created various types of marketing strategies. In particular, word-of-mouth marketing is one of the effective strategies. It raises attention of the companies because of its powerful social media effect. Word-of-mouth marketing has eventually changed the traditional advertising endorsements and testimonials. In new advertising endorsements, endorsers may use the network platform to deliver advertising messages. However, the unexpected connection between endorsers and advertisers may affect customers’ evaluation on the endorsements. Previous study has suggested that it is important to classify carefully whether endorsers are willing to writing review or they are just driven by averters. Though it is difficult to be distinguished in practice, the administration has made an effort on this issue. The U.S. FTC has revised the Endorsements and Testimonials Guides in 2009 while Taiwan FTC has also revised it in 2013. The latest guidelines require that endorsers should disclose the material (interest) connection if it exists. However, people may doubt about the appropriateness of the regulations. This study will discuss this main question and provide recommendations to the administration, advisers, endorsers and third part. The second part of this study explains how endorsers influence consumers in assessing source credibility. The third part offers analysis of the guidelines of online endorsements thought source credibility in the U.S. This section also examines the guidelines whether they are constitutional or not, due to the endorsements regulation has controversial infringement of freedom of speech. Then, the fourth part considers the points both the source credibility and the constitutional analysis based on Taiwan guidelines. Finally, the fifth part compares the difference of the guidelines and the constitution between the U.S. and Taiwan. To proposing an alternative rule allows the administration to target its objective without impermissibly burdening protected speech.