| Summary: | 碩士 === 輔仁大學 === 大眾傳播學研究所碩士班 === 105 === In recent years, the flourishing development of social media provides the users with not only a means to keep contact with their friends and present themselves, but also an important marketing channel. The rapid growth of Instagram, which focuses on vision-based message, shows that more and more people prefer to read pictures rather than pure texts. Due to the transition of social media and consumption patterns, illustrators have great advantages to exhibit their works on Instagram and become popular quickly. The research investigates Instagram users in Taiwan, and tries to find out how message types, brand-related factors (i.e., brand involvement, brand loyalty, and brand identification) and stickiness can influence users’ electronic word-of-mouth behavior and purchase intention. Online survey is conducted to collect data with a valid sample size of 582 participants. The result indicates that brand loyalty and stickiness have a significant effect on users’ electronic word-of-mouth behavior and purchase intention. The purchase intention is significantly influenced by the product involvement, message involvement, brand loyalty, brand identification and stickiness. The findings of the study also suggest that different message types lead to distinct response to electronic word-of-mouth and purchase intention. Especially the type of text with illustrations has the best effect. Hopefully this research will offer a better understanding and more comprehensive explanation for the artists, illustrators and fan page operators to promote themselves on social media marketing.
|
|---|
