| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 104 === Social networking websites have become the main browsing sites for mobile device users while mobile advertising and social network advertising are drawing high attentionfrom the advertising industry. The study probes into the mobile device users clicking on the content advertising posts on Facebook “newsfeed” connecting to external websites, and the communication effectiveness of advertising from the attitudes towards advertising, advertising avoidance and advertising on readers in website display advertising.
The study adopts questionnaire survey and quantitative analysis. The results of study show the follows: (1)The intention for pay per click content advertising sorted in descending order is social network shared contexts, context subscription, and recommended contextual advertising. (2) Students enrolled in schools show high intention in pay per click contextual advertising, and stronger negative attitude toward advertising and advertising avoidance for display advertising. (3) Active mobile Facebook users and users with more shopping and information browsing habits show higher intention in content advertising, while the communication effectiveness of display advertising also has better effect on them. (4) Positive attitude toward advertising has greater influence on the commination effectiveness of advertising. (5) Stronger negative attitude toward advertising will lead to more advertising avoidance. (6) The effectiveness of display advertising on drawing attention and interests from readers is fair, however the overall communication effectiveness of advertising is rather poor.
The study proposes three suggestions: (1) The format and projection of display advertising should be designed with more interesting methods to draw more attention from readers. (2) The improvement on the commercial model of communication effectiveness in website display advertising through social network advertising will require the incorporation of user characteristics, preference and habits. (3) The best cooperation model for projection of social network advertising is to analyze the advertising method of social network clustering effect through the integration of event marketing, effective payment use and free exposure.
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