DO NATIVE ADVERTISEMENTS ATTRACT MORE ATTENTION FROM FACEBOOK USERS?

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2019-03-17 DOI:10.7903/ijecs.1560

I. Chiang, Cheng-Chan Chuang, Pei-Wen Lin

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引用次数: 3

Abstract

Due to the development and popularity of social media, marketers are increasing their budgets for social media. The types of advertising on social media sites are becoming more diverse. The newest type of advertising is native advertising, and it is more effective than traditional advertising. However, there are few studies of the effect of social advertising. This study establishes an optimum combination of advertising types and products on social media. Its framework measures the effects of social advertising on social media advertising types, products and consumers’ behavior. Enterprises and marketers can use these findings to make decisions about social media. A web survey will be administered to collect samples. ANOVA will be used to compare the effectiveness of different kinds of social media advertising. This study will use these results as a basis for in-depth discussions of social marketing effects via several platforms and product types. Conclusions and implications will be also discussed. To cite this document: I-Ping Chiang, Cheng-Chan Chuang, and Pei-Wen Lin, " DO NATIVE ADVERTISEMENTS ATTRACT MORE ATTENTION FROM FACEBOOK USERS? ", International Journal of Electronic Commerce Studies, Vol.9, No.2, pp.191-207, 2018. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1560

查看原文本刊更多论文

原生广告是否更能吸引facebook用户的注意力?

由于社交媒体的发展和普及，营销人员正在增加对社交媒体的预算。社交媒体网站上的广告类型正变得越来越多样化。最新的广告类型是原生广告，它比传统广告更有效。然而，关于社交广告效果的研究却很少。本研究建立了社交媒体上广告类型和产品的最佳组合。它的框架衡量了社交广告对社交媒体广告类型、产品和消费者行为的影响。企业和营销人员可以利用这些发现来制定有关社交媒体的决策。将进行网络调查以收集样本。方差分析将用于比较不同类型的社交媒体广告的有效性。本研究将以这些结果为基础，深入讨论通过不同平台和产品类型进行社会营销的效果。还将讨论结论和影响。引用本文:蒋一萍、庄正灿、林培文，“原生广告是否更能吸引FACEBOOK用户的注意力?”《国际电子商务研究》，Vol.9, No.2, pp.191-207, 2018。此文档的永久链接:http://dx.doi.org/10.7903/ijecs.1560

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.