| Summary: | 碩士 === 銘傳大學 === 新媒體暨傳播管理學系碩士班 === 104 === With the growing popularity of Internet, and the increase in population of mobile network usage, people are accustomed to use internet to arrange life necessities. Most people are used to finding answers such as review on products and comments of food on the internet. In 2011, New York Times reported that in the past, blogs mainly focused on the expression of one’s everyday emotion, but with the growing popularity of social media such as Facebook and Twitter, the appearance of blogs were gradually changing.
In 2014, Vice GM of job bank, Chi-Shen Ho analyzed that the inflation rate is growing at a faster rate than the growth rate of wages in Taiwan. Consumers hoped that they can spend money only on what’s needed, not only in purchasing of goods but also in traveling. In the recent years, due to the rapid development of technology, internet has become the best source of information for consumers. Ordinary people share their experience on blogs, not only can reflect reality, but is also more persuasive comparing to official advertisements with the help of photos and precise analysis. Because of high revisit rate, high adherence, interactions between fans, and friendly user interface (UI), social media network had exceeded blogs in popularity of experience sharing platform. Recently, there were rumors about the credibility and authenticity of blogs. Some blogs were written to deceive consumers, because they can be compensated to write positive reviews about the product, also known as “paid articles”.
This research investigates how the marketing strategy and blogs written by bloggers can influence consumers. Focusing on commercial and spontaneous marketing strategy and articles of bloggers, this research aims to understand whether marketing strategy implemented by bloggers will effect the attitude and intention of consumers in the context of “paid articles”.
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