| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 105 === Nowadays, social media are gaining vast amount of attention in the context of public relation management by both organizations and individuals. This phenomenon is evident with numerous successful examples in practice. One of them is the well-known Facebook Fan Page, using the word-of-mouth effect by celebrities or popular bloggers to affect consumers’ purchasing decision. While there are different factors that drive the effect, including source, message and receiver, most existing studies focus their analyses on only one of the three factors. In light of that, this research establishes an angle that takes all three of the factors under consideration. And in each factor, one variable is picked up for the analysis, including the physical attractiveness of the fashion bloggers, the content of post and the centrality of visual product aesthetics (CVPA) of consumer. Hopefully, this research could compensate for the missing part of existing literature, and are applicable to the development of marketing strategy in practice.
This study is a 2 X 2 X 2 experimental design, using physical attractiveness of popular fashion blogger, the content of post and CVPA of consumer as independent variables; product attitude and purchase intension as dependent variables.
The following results are found in the context of fashion apparel industry by this research:
1. Physical attractiveness of popular fashion blogger does not significantly affect the advertising effect.
2. Whether content of post is in narrative or evaluation style, does not significantly affect the advertising effect.
3. Consumers with higher CVPA receive greater advertising effect.
4. Better advertising effect is found in the combination of high bloggers’ physical attractiveness with narrative style posts; and moderate bloggers’ physical attractiveness with evaluation style posts.
5. The interaction between CVPA of consumer and the content of posts does not significantly affect the advertising effect.
6. Better advertising effect is found in the combination of high bloggers’ physical attractiveness with low CVPA consumers; and moderate bloggers’ physical attractiveness with high CVPA consumers.
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