| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 107 === The purpose of this study is to discuss the influence of storytelling marketing (narrative/non-narrative), regulatory focus (promotional focus/ prevention focus) and word-of-mouth marketing (high/low) on the advertising effectiveness of the Facebook posts. This study was analyzed by the experimentation methods, 3-way ANOVA. The results of this study showed that: (1) Narrative ads has higher advertising effectiveness than non-narrative ads.; (2) High word-of-mouth marketing ads has higher advertising effectiveness than low word-of-mouth marketing ads.; (3) Under the circumstances of narrative ads, promotion focus ads and prevention focus ads have no differences in the advertising effectiveness.; (4) Under the circumstances of non-narrative ads, high word-of-mouth marketing ads has higher advertising effectiveness than low word-of- mouth marketing ads.; (5) Under the circumstances of word-of-mouth marketing ads, promotion focus ads has higher advertising effectiveness than prevention focus ads.; (6) Under the circumstances of low word-of-mouth marketing, promotion focus ads and prevention focus ads have no differences in the advertising effectiveness.
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