The Study of the Effects of Source Credibility and Information Richness of “Facebook Sponsored Cosmetics Post” on Social Media
碩士 === 輔仁大學 === 大眾傳播學研究所碩士班 === 105 === With the popularity of blog marketing, there are more and more venders cooperate with bloggers to make sponsored post on Facebook to persuade viewers to try or buy their products. The study aims to find out the effects of Facebook Sponsored Cosmetics Post. The...
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/8d3rxe |
| Summary: | 碩士 === 輔仁大學 === 大眾傳播學研究所碩士班 === 105 === With the popularity of blog marketing, there are more and more venders cooperate with bloggers to make sponsored post on Facebook to persuade viewers to try or buy their products. The study aims to find out the effects of Facebook Sponsored Cosmetics Post.
The study applied experiment with four-group design. The experiment manipulated two variables: Source Credibility (high and low) and Information Richness (high and low). There are 122 subjects participated in the experiment and their answers to the questionnaire were collected.
The research result shows that Information Richness has partial significant effect on advertising effects, especially on purchase intention. The study also provides suggestions for Facebook Sponsored Cosmetics Post marketing and future study.
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