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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/110563


    Title: Effective marketing communication via social networking site: The moderating role of the social tie
    Authors: 邱志聖
    Shen, George Chung-Chi;Chiou, Jyh-Shen;Hsiao, Chih-Hui;Wang, Chun-Hsien;Li, Hsin-Ni
    Contributors: 國貿系
    Keywords: Facebook;Social media;Social tie;Advertising literacy
    Date: 2016-06
    Issue Date: 2017-06-28 16:03:15 (UTC+8)
    Abstract: Facebook provides a way of connecting with friends online that increases the effectiveness of Internet advertising. This study investigates what factors influence the impact of consumers sharing advertisement (peer-to-peer) on communication effectiveness. The conceptual framework relies on social capital and communication theory, including tie strength, type of message, and advertising literacy. To test the research hypotheses, the study carries out two experiments involving 346 participants. The results show that interactive advertising gains greater consumer attitude toward the ad and higher message-sharing intention than non-interactive advertising does. The social tie is an important factor in moderating the effects of the message format and advertising literacy on communication effectiveness. This research advances the social capital and communication literature by explaining the effectiveness of consumers sharing advertising based on Internet-mediated communication. Research findings provide managerial implication for companies to better plan online marketing strategies in this social-networking era.
    Relation: Journal of Business Research, 69(6), 2265-2270
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1016/j.jbusres.2015.12.040
    DOI: 10.1016/j.jbusres.2015.12.040
    Appears in Collections:[國際經營與貿易學系 ] 期刊論文

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