Facebook動態消息與動態時報的廣告效果比較：以資訊及領土隱私顧慮討論

文化大學機構典藏 CCUR > 商學院 > 行銷碩士學位學程 > 博碩士論文 > Item 987654321/51085

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题名:	Facebook動態消息與動態時報的廣告效果比較：以資訊及領土隱私顧慮討論 The Advertising Effectiveness between News Feed and Timeline in Facebook：The Aspect of Information Privacy Concerns and Territory Privacy Concerns
作者:	李玟賢
贡献者:	行銷碩士學位學程碩士班
关键词:	廣告隱私隱私顧慮資訊隱私顧慮領土隱私顧慮 Advertising Privacy Privacy Concerns Information Privacy Concerns Territory Privacy Concerns
日期:	2021
上传时间:	2023-02-22 09:22:06 (UTC+8)
摘要:	企業商家在Facebook上發佈貼文，除了一般的發表，使用戶在首頁中的動態消息瀏覽到貼文，也會透過直接發佈或是標記用戶帳號名稱的方式，讓貼文在用戶個人檔案的動態時報上露出，來達到廣告的目的。為了瞭解對於隱私顧慮程度不同的人而言，位於動態消息與動態時報的貼文，二者的廣告態度與品牌態度之間的差異，本研究由資訊隱私顧慮與領土隱私顧慮二個角度切入探討。本研究採用實地實驗法，研究結果發現，對於高資訊隱私顧慮和高領土隱私顧慮的受試者而言，將貼文發佈在動態消息，會比發佈在動態時報，廣告效果更好。由此可知，在Facebook貼文發佈上，動態消息是個更合適的選擇，研究結果可以提供給企業一個實務上的建議。 In the Facebook context, business commercial posts were not only advertised on the user’s News Feed (homepage), but they were also advertised on the user’s Timeline (personal page). Hence, in order to understand the difference between commercial posts own the News Feed and the Timeline toward the advertising attitudes and the brand attitudes, this study will be deeply discussed from both different perspectives which are information privacy concerns and territory privacy concerns. This study is going to apply field experiment. As the outcome of the study can be found out that the advertising effectiveness on the News Feed is better than the Timeline. It can also be seen that the News feed is a more suitable choice for Facebook advertising in the comparison with the Timeline. Therefore, the result is able to provide practical advices to firms for posting commercial relating events on Facebook.
显示于类别:	[行銷碩士學位學程] 博碩士論文

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