社交廣告效果衡量研究__臺灣人文及社會科學引文索引資料庫

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題名：	社交廣告效果衡量研究
書刊名：	管理資訊計算
作者：	江義平／莊承展
作者(外文)：	Chiang, I-ping／Chuang, Cheng-chan
出版日期：	2014
卷期：	3:2
頁次：	頁222-234
主題關鍵詞：	社群媒體行銷；社交廣告；原生廣告；Social media marketing；Social advertising；Native advertising
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:2 共同引用:0 點閱:3

由於近年來社群網站的普及，行銷人員也開始利用社群媒體和顧客進行溝通。社交廣告也隨著社群媒體行銷的發展開始受到重視。社交廣告的形式也從過去傳統的廣告形式，如：橫幅廣告、文字鏈結及網頁工具等，進而發展出最新的原生廣告模式。雖然社交廣告已逐漸的受到行銷人員注目，但其執行方式與實質效益卻尚未獲得證實。因此，本研究目的在對各種新興的社交廣告形式進行檢證，以試圖為企業找出最佳的社群廣告策略組合。

以文找文

Since the social network services (SNS) become very popular recently, marketers begin to develop a new communicating tool to contact customers through social media. Social advertising was adopted to deliver marketing information to targeted customers. Instead of traditional types of advertisement, such as banners, text-links and widgets, another new type of advertisement called ＂native advertising＂ is also generated and delivered on SNSs. However, there is still no clear answer whether these above social advertisements will provide marketing outcomes. This study will try to measure the performance of social advertisements, in order to establish the best social advertising strategic portfolio for companies.

以文找文

期刊論文
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18.	Chowdhury, H. K.、Parvin, N.、Weitenberner, C.、Becker, M.(2010)。Consumer attitude toward mobile advertising in an emerging market: An empirical study。International Journal of Mobile Marketing，12(2)，206-216。
19.	Furlow, N. E.(2011)。Find us on Facebook: How Cause Marketing has Embraced Social Media。Journal of Marketing Development and Competitiveness，5(6)，61-64。
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24.	Okazaki, S.(2004)。External search, content credibility and intrinsic gratifiers influencing attitude toward wireless ad。Asia-Pacific Advances in Consumer Research，6，5-12。
25.	Ünal, S.、Ercis, A.、Keser, E.(2011)。Attitudes towards Mobile Advertising: A Research to Determine the Differences between the Attitudes of Youth and Adults。Procedia-Social and Behavioral Sciences，24(32)，361-377。
26.	Wright, E.、Khanfar, N. M.、Harrington, C.、Kizer, L. E.(2010)。The lasting effects of social media trends on advertising。Journal of Business and Economics Research，8(11)，73-80。
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會議論文
1.	Haghirian, Parissa、Madlberger, M.、Tanuskova, A.(2005)。Increasing advertising value of mobile marketing--An empirical study of antecedents。The 38th Annual Hawaii International Conference on System Sciences。Hawaii：IEEE Computer Society。1-10。

圖書
1.	Prahalad, C. K.、Ramaswamy, V.(2004)。The Future of Competition: Co-Creating Unique Value with Customers。Boston, Massachusetts：Harvard Business School Press。
2.	Mayer, M.(1991)。Whatever Happened to Madison Avenue: Advertising in the '90s。Boston, Massachusetts：Little, Brown and Company。
3.	Berger, P.、Luckmann, T.(1992)。The social construction of reality。Penguin。
4.	Meyers, H. M.、Gerstman, R.(2001)。Branding at the Digital Age。Palgrave Macmillan。

其他
1.	BIA/Kelsey(2012)。Forecasts U. S. Social Media Ad Spending to Reach 8 Billion by 2016，http://www.biakelsey.com/Company/Press-Releases/120515-U.S.-Social-Media-Ad-Spending-to-Reach-.8-Billion-by-2016.asp。
2.	eMarketer(2013)。7 Social Media Ad Trends for 2014，http://www.slideshare.net/eMarketerInc/emarketer-webinar-7-social-media-ad-trends-for-2014。
3.	eMarketer(2013)。Promotions Are Most Popular Facebook Ads，http://www.emarketer.com/Article/Brand-Promotions-Most-Popular-Facebook-Ads/1010273。
4.	Khan, Fahad(20130903)。Toward (Re) Defining Native Advertising，http://www.huffingtonpost.com/fahad-khan/toward-redefining-native-_b_3860826.html。
5.	MarketingProfs(2013)。Takes Up 27% of Time Spent Online，http://www.marketingprofs.com/charts/2013/10582/social-takes-up-27-of-timespent-online。
6.	Joel, Mitch(2013)。We Need a Better Definition of "Native Advertising [on Harvard Business Review blog]"，http://blogs.hbr.org/2013/02/we-need-abetter-definition-of/。
7.	Nielsen(2012)。The State of the Media: Social Media Report 2012，http://www.slideshare.net/ShamirRamjan/nielsen-social-mediareport2012-15469366。
8.	OMMA Global(2011)。Fred Wilson's Keynote on OMMA Global New York 2011，http://www.ustream.tv/recorded/17521806。
9.	(2013)。Premium Content Brands Are Native Naturals，http://onlinepubs.ehclients.com/images/pdf/OPA_Member_Native_Advertising_Public_MASTER.pdf。
10.	ShareThrough(2013)。Native Advertising The Official Definition，http://www.sharethrough.com/nativeadvertising/。
11.	ShareThrough(2013)。What is native advertising?，http://www.sharethrough.com/2013/03/what-is-native-advertising/。

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