Advertising without Fee？ The Advertising Effectiveness on Community Websites- Facebook as an Example

• Main Authors: Li, Hsin-Ni, 李欣妮
• Other Authors: Shen, Chung-Chi
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/80147813222947039480

碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 98 === Recently, the rapid development of the internet brings about tremendous change of mass media. Marketing activities also divert attentions from four traditional media to the new war field: digital media. Especially the popular use of web 2.0 provides an interactive platform for businesses and consumers. The raising of community websites also changes the using custom of the consumers. For marketers, it will be a great opportunity and therefore they develop numerous advertising formats. It can be divided into two types: non-interactive and interactive advertisement. According to the researches, non-interactive advertising provides abundant information of products while nteractive advertising can make consumers accept more product information unconsciously. Both past researches and this study found that how Facebook users addicted to the website can positively affected by the tie strength between users. Higher the tie strength between the users, longer they spend on using Facebook. Consequently, this study supposes that tie strength makes different advertising effectiveness. Besides, researches also indicated that people with higher advertising literacy are able to think and comment advertisement without prejudice. In addition, they could discriminate the sales skills in the advertisement and to exam personal perceptions affected by the advertisement. Therefore, this study wanted to understand whether advertising literacy moderates the effect of forming advertising effectiveness. In brief, tie strength and advertising format were taken as independent variables, and advertising literacy as a moderator in this research. The results are showed as following: (1) Compared to weak tie, strong tie will evoke better attitude toward the brand and DI. (2) Compared to non-interactive advertising, interactive advertising gain greater attitude toward the advertisement, attitude toward the brand and DI. (3) Compared to weak tie and non-interactive advertising, strong tie and interactive advertising will evoke better attitude toward the brand. (4) Lower advertising literacy has greater influence on how advertising affects attitude toward the brand than higher advertising literacy does.