Exploring The Effects of Different Types of Product Placement Made by Social Media Influencer：Consumers’ Attitudes toward SMI’s Source Credibility, Product Placement, Knowledge Sharing and Purchase Behavior - Taking a Korean Beauty YouTuber in Taiwan as an Example

• Main Authors: Ting-Ying Lan, 藍庭瑩
• Other Authors: Chih-Ping Chen
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/k84tvq

碩士 === 元智大學 === 經營管理碩士班(行銷學程) === 107 === The emergence of YouTube, the audio-visual website, has enabled many Internet amateurs to upload and share beauty videos. Consumers can search for relevant product videos from the platform as reference information, and consumers will share information with each other. Those amateurs who accumulate fans on the Internet become influential YouTubers are the important roles (SMI) who affect consumers, master and manipulate information. Advertisers sniffed business opportunities, collaborated with SMI, placed the merchandise in the beauty video filmed by SMI, and successfully delivered product information to a wide range of consumers. This cooperation model has gradually become one of SMI's main sources of income. The good benefits have also enabled more and more advertisers to find SMI cooperation and become a new marketing trend. However, SMI's behavior of placing products in the film has caused many consumers to doubt the authenticity of the information transmitted by SMI, gradually creating a sense of distrust and even feeling rejected. Most of the current literature results on product placement are directed at brand attitudes. There are few discussions about the impact of placement methods on the credibility of SMI. Subsequent consumer attitudes are less relevant to the attitude of placement and the knowledge sharing attitude of consumers. This study aims to explore the beauty of YouTuber (SMI) in the films, through 3 different ways (visual, auditory, plot connection) x2 significant degree (Prominent / Subtle) into the Korean beauty, to examine consumer SMI resources credibility, product placement attitude, knowledge sharing intent, purchase intention and actual purchase behavior. The study was divided into three phases: the first phase of the researchers collected network data, recorded 12 beauty films released by SMI, a total of 192 films were analyzed and analyzed in the second phase. Test group (Prominent Placement) and the control group (Subtle Placement), let the two groups of participants watch three different types of placement (visual, auditory, plot connection), collecting a total of 60 valid questionnaires to test the study Assumptions; in the third stage, 10 representive from the second stage were interviewed and conducted in-depth interviews. In the three placement methods and the two significant degrees of experimental results. Consumers have higher recognition of SMI attractiveness and professionalism with SMI uses obvious visual placement. Obvious auditory placement, attractiveness and trustworthiness have higher level of consents for SMI. A clear plot of the story, a higher evaluation of SMI's appeal, trustworthiness and professionalism. Consumers' perception of SMI source credibility will affect product placement attitude. When the credibility of SMI sources is higher, consumers will not object to the emergence of PPL. The more they will promote consumers to learn from PPL and consumer knowledge, the more positive the sharing attitude. Consumers' attitudes toward products will positively affect the intention of knowledge sharing, but have no significant impact on the willingness to purchase. In addition, the attitude of consumer knowledge sharing will positively affect the knowledge sharing intention and purchase intention, and consumers who have the willingness to purchase will have higher actual purchase behavior in the follow-up. In this study, the original SMI architecture was added to the consumer's knowledge sharing attitude and knowledge sharing intentions, and the products were put into the group test. It was found that the film was put into effect better, contrary to the literature of past TV/movie advertisements. The result is that consumer knowledge sharing will also increase the impact of the past, complementing the missing parts of the past literature. Finally, giving practical advices on commercial film marketing and advices on product placement. Through knowledge sharing, YouTubers can increase their social impact.Through prominent placement, consumers can clearly receive information.