| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 103 === One of the most popular social networks in Taiwan is Facebook. Many companies put their advertisements on Facebook because of its large users. Due to the composition of friends are complicated, the advertisements cannot focus. This study attempts to use expert effect to make advertising precisely and generate synergy. Furthermore, generalizes the component elements.
In order to confirm whether the expert effect can improve advertising effectiveness, this study interviews a Korea-costumes company which selling on website –the company Banbi.co. Banbi.co has two sales platforms, one is the official website, and the other is Facebook fanpage. After interview, we found before expert’s endorsement, one of its bag average monthly sales is 30. After the endorsement, the average monthly sales is 70. Expert effect is significant.
In this study we explore the marathon, graphic and beauty Tatsujin’s fanpage. We analysis the text and extract its constituent elements. Found that the basic elements of Tatsujin’s fanpage are expert, product, current events, fans and the Q & A between Tatsujin and fans. And the senior elements of Tatsujin’s fanpage are mascot, welfare activities, tourism, question raise, Blog, video, microsurgery and famous people on social network which make Tatsujin’s fanpage stands out from others.
In the end of this study, we suggest Facebook need to use its own advantage—fanpage to improve advertising effectiveness. Be the role as medium between advertisers and Tatsujin to create a win-win situation. Last, improve advertising effectiveness.
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