The Advertising Effect of Virtual Spokes-Character on Social Media Marketing- Taking Japan Kumamoto Prefecture Mascot Kumamon for Example

• Main Authors: Tseng, Li-Chuan, 曾莉娟
• Other Authors: Cho, Feng-Chih
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/w2t6m7

碩士 === 輔仁大學 === 大眾傳播學研究所碩士班 === 103 === Japan Kyushu Kumamoto prefecture mascot (virtual spokes-character) Kumamon went viral in recent years. Using likeable anthropomorphic character to advertise and interact with the fans through social media, the media exposure of Kumamon and positive attitude to Kumamon enhanced in a short time. Conducing to a great advertising effect and a successful local tourism development. Inspired by the operating model of Japan Kyushu Kumamoto prefecture mascot Kumamon fan page. The objectives of this study are recognized to discuss if the operating model of two different sources (virtual spokes-character Kumamon / fan page manager), and two different message presentation ways (informational / interactive) of fan page will conduce to different advertising effects. This study employed the internet survey research and the valid samples were 371. The research results indicated that virtual spokes-character Kumamon was better than fan page manager on three dimensions of source credibility and the advertising effect, but there were no significant difference between interactive and informational message presentation ways. Advertising effect was influenced by the source credibility, but not by message presentation way. In other words, the source credibility was more important than the message presentation in Facebook context. In addition, interacting with the fans through a virtual spokes-character would positively influence the advertising effect.