Measuring the Effects of social media advertising

• Main Authors: Chuang, Cheng-Chan, 莊承展
• Other Authors: Chiang, I-Ping
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/93175162438248257861

碩士 === 國立臺北大學 === 資訊管理研究所 === 103 === Due to the development and popularity of social media, marketers begin to put much more budget on social media for marketing. And it make advertising types on social media sites become much diverse. The newest advertising is native advertising, and this type is more effective than traditional types. According to the research in past, we found that were few studying for social advertising’s effect. The purpose of this study tries to establish an optimum combination with different social advertising types and products. This studying’s framework to measure the effects of social advertising, which includes the key elements of social media advertising perception, social media advertising types, products and the customer’s behavior which were impacted by advertising. We hope the result of the studying which can adopt by enterprises and marketers when they make decisions on social media. This study will conduct a web survey to collect samples, and use factor analysis and PLS to examine the relationships among the variables in our proposed model. Based on the results of empirical studies, this study will provide in-depth discussions on social marketing effects via several platforms and product types. Finally, further conclusions and implications will be also provided.