An Analysis of The Guides of Using Testimonial and Endorsement Advertising of The Fair Trade Commission and its Application to eWOM Marketing-A Survey on Facebook

• Main Authors: Ya-Ping Lee, 李雅萍
• Other Authors: Tom M. Y. Lin
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/e5cfn7

碩士 === 國立臺灣科技大學 === 企業管理系 === 104 === The development of internet has changd the modes of advertising. Electronic Word-of-Mouth (eWOM) marketing has spread out through the internet and digital technology. Different from the using celebrity as the endorsers, amateur could also be the endorser nowadays. For the purpose of protecting consumers’ interests, ensuring free and fair competition, The Fair Trade Act has been revised in 2015. After that the Fair Trade Commission amend “The guides of Using Testimonial and Endorsement advertising of The Fair Trade Commission”. How those regulations work on the eWOM marketing? In this article the author will further point out some issues of the above regulations and provide personal points of view toward the development of eWOM marketing on Facebook.