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系統識別號 U0002-2712201817265900
中文論文名稱 探討臉書廣告內容與使用者互動之關係
英文論文名稱 Different Facebook advertisement contents affect differently User’s interaction
校院名稱 淡江大學
系所名稱(中) 經營管理全英語碩士學位學程
系所名稱(英) Master's Program in Business and Management (English-Taught Program)
學年度 107
學期 1
出版年 108
研究生中文姓名 阮氏紅蘭
研究生英文姓名 Nguyen Thi Hong Lam
學號 605585214
學位類別 碩士
語文別 英文
口試日期 2018-12-05
論文頁數 32頁
口試委員 指導教授-楊斯琴
委員-李旭華
委員-凃嘉峪
中文關鍵字 Facebook  廣告內容  付費廣告  在線廣告 
英文關鍵字 Facebook  advertisement content  paid ads  online advertising 
學科別分類
中文摘要 創建吸引並贏得更多客戶的在線廣告對許多廣告客戶來說都是一項挑戰。今天廣告頻道應該投入最多的是Facebook的付費廣告。該研究推出了五種不同的廣告內容來測試其有效性。它們是“信息”,“評論”,“比較”,“講述故事”和“促銷”內容。五個廣告集已經運行一周,吸引了196名參與者。這些人回答了有關他們對產品和他們看到的廣告的印象的問題。最後,他們決定是否作出購買決定。每位參與者的費用為51NTD。每位客戶的成本實際上是88.5NTD。帶有“評論”內容的廣告是最有效的廣告,參與者人數為73NTD,購買產品的顧客數量為49,每位顧客的成本為40.8NTD。 “信息”廣告的參與者數量最少,但“講故事”廣告實際上是最昂貴的廣告,只有6個訂單,每位客戶的費用為333NTD。該研究證實,廣告內容實際上會影響客戶對產品和購買決策的態度。因此,廣告商需要在發布廣告內容之前積極研究和考慮,以促進對企業最有效。
英文摘要 This research had launched five different advertising contents to test its effectiveness. They are “information”, “review”, “comparison”, “telling story”, and “promotion” contents. Five advertisement sets had been running for one week and attracted 196 participants. These people responded to questions about their impressions of the products and the advertisement they saw. Finally, they decided to make a purchase decision or not. The cost for each participant was 51NTD. The cost per customer was actually 88.5NTD. The advertisement with the “review” content was the most effective advertisement, the number of participants was 73NTD, the number of customers who bought product was 49, and the cost per customer was 40.8NTD. The “information” ad had the lowest number of participants, but the “telling story” ad was actually the most expensive ad, was 333NTD per customer. This research has confirmed that advertising content actually affects customer attitudes about the product and purchasing decisions. Therefore, advertisers need to actively study and consider carefully before launching an advertisement content, to promote the most effective for businesses.
論文目次 Table of Contents
Introduction 1
1.1. Background 1
1.2. Facebook advertising channel 2
1.3. Objective 4
2. Methodology 5
2.1. Online advertising 5
2.2 Facebook Advertising 6
3. Methodology 8
3.1. Advertising Objects 8
3.2. Participants 8
3.3. Enrolment and participation 10
3.4 Measures 11
3.4.1. Facebook effectiveness measures 11
3.4.2. Demographic measures . 12
3.4.3. Customer opinions measures 12
3.5. Statistical analysis 13
4. Result 14
4.1 Ads performance result 14
4.2 Profile of potential customers 16
4.3 Opinions of the participants .. 17
4.4 The purchase decision of the participants 20
5. Discussion and conclusion 24
5.1. Conclusion 24
5.2. Discussion 24
5.3. Research limitations and future research 28
6. References 30
List of figures
Figure 1. . Facebook dominates the social media landscape 3
Figure 2. Facebook dominates the social media landscape 9
Figure 3. The private messaging function to customer 10
Figure 4. Advertisements performance result 15
Figure 5. Order rate of different advertisements 22
List of tables
Table 1. Demographic of potential customer via Facebook advertisements 17
Table 2. The opinions of the advertisements and the products of the participants come
from different advertisements 19
Table 3. Number and percentage of purchase decisions by participants via Facebook
advertisements 21
Table 4. Demographic of customer via Facebook advertisements. 23
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