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<p><strong>Datum:</strong>         2008-11-13</p><p><strong> </strong></p><p><strong>Nivå:             </strong>Kandidatuppsats i Företagsekonomi, 15 Högskolepoäng</p><p><strong> </strong></p><p><strong>Författare:</strong>  Amina Ahmed Ibrahim                 Carol Nakajugo Basudde</p><p><strong> </strong></p><p><strong>Handledare:</strong> Mats Viimne</p><p> </p><p><strong>Titel:             </strong>Communities – en marknadsföringskanal med effekt?<strong></strong></p><p><strong> </strong></p><p><strong>Syfte:            </strong>Att beskriva communities som marknadsföringskanal och dess kommunikationseffekt.<strong></strong></p><p><strong> </strong></p><p><strong>Metod:</strong>          Primärdatainsamlingen för denna uppsats har skett via intervjuer som utförts på tre olika sätt, personligt möte, telefonintervjun samt e-post intervju. Uppsatsen har baserats på fältstudier av fyra communities i Sverige, nämligen Lunarstorm, Glife, Nightlife och Nattstad. Sekundärdata har använts i form av böcker, artiklar och Internet.</p><p><strong> </strong></p><p><strong>Slutsats:        </strong>Fördelen av att företag använder sig av communities är bl.a. träffsäkerheten och att företag ska enklare kunna nå ut till målgruppen som deras reklamannonser riktar sig till. En nackdel är att det råder fortfarande en stor kunskapsbrist hos de olika företagen och de förlitar sig mest på dem traditionella marknadsföringssätt som TV, tidningar och radio. Den ökande publiciteten av communities i media har bidragit till att allt fler får upp ögonen för detta marknadsföringssätt och väljer att lära sig om de olika communities och vad de går ut på.</p> / <p><strong> </strong></p><p><strong>Date:             </strong>2008-11-13</p><p><strong> </strong></p><p><strong>Level:           </strong>Bachelor Thesis in Business Administration, 15 ECTS<strong></strong></p><p><strong> </strong></p><p><strong>Authors:      </strong>Amina Ahmed Ibrahim               Carol Nakajugo Basudde</p><p><strong> </strong></p><p><strong>Tutor:           </strong>Mats Viimne</p><p> </p><p><strong>Title:             </strong>Communities – A marketing channel with effect?</p><p><strong> </strong></p><p><strong>Purpose:       </strong>To describe communities as a marketing channel and its communication effect. </p><p> </p><p><strong>Method:       </strong>Primary data was collected through face-to-face, telephone and e-mail interviews. These interviews were used to gather information on the case studies used in this thesis. Four Swedish online communities namely Lunarstorm, Glife, Nightlife and Nattstad were used. Secondary data used in this thesis has consisted of books, articles and online sources.<strong></strong></p><p> </p><p><strong>Conclusion:  </strong>Companies using communities as marketing channels have the added advantage of a higher segmentation which means that they can easier find and reach their target audience. One of the problems associated with this medium is that today many companies still suffer from a lack of knowledge when it comes to communities due to the fact that this medium has not been paid the attention that it needs. Companies prefer to rely more on the traditional marketing channels like TV, newspapers and radio. With this new found interest in communities and the attention being paid to them in the media, more and more companies are opening their eyes to these new marketing channels and are choosing to learn more about them.</p><p> </p>

Datum:         2008-11-13   Nivå:             Kandidatuppsats i Företagsekonomi, 15 Högskolepoäng   Författare:  Amina Ahmed Ibrahim                 Carol Nakajugo Basudde   Handledare: Mats Viimne   Titel:             Communities – en marknadsföringskanal med effekt?   Syfte:            Att beskriva communities som marknadsföringskanal och dess kommunikationseffekt.   Metod:          Primärdatainsamlingen för denna uppsats har skett via intervjuer som utförts på tre olika sätt, personligt möte, telefonintervjun samt e-post intervju. Uppsatsen har baserats på fältstudier av fyra communities i Sverige, nämligen Lunarstorm, Glife, Nightlife och Nattstad. Sekundärdata har använts i form av böcker, artiklar och Internet.   Slutsats:        Fördelen av att företag använder sig av communities är bl.a. träffsäkerheten och att företag ska enklare kunna nå ut till målgruppen som deras reklamannonser riktar sig till. En nackdel är att det råder fortfarande en stor kunskapsbrist hos de olika företagen och de förlitar sig mest på dem traditionella marknadsföringssätt som TV, tidningar och radio. Den ökande publiciteten av communities i media har bidragit till att allt fler får upp ögonen för detta marknadsföringssätt och väljer att lära sig om de olika communities och vad de går ut på. / Date:             2008-11-13   Level:           Bachelor Thesis in Business Administration, 15 ECTS   Authors:      Amina Ahmed Ibrahim               Carol Nakajugo Basudde   Tutor:           Mats Viimne   Title:             Communities – A marketing channel with effect?   Purpose:       To describe communities as a marketing channel and its communication effect.    Method:       Primary data was collected through face-to-face, telephone and e-mail interviews. These interviews were used to gather information on the case studies used in this thesis. Four Swedish online communities namely Lunarstorm, Glife, Nightlife and Nattstad were used. Secondary data used in this thesis has consisted of books, articles and online sources.   Conclusion:  Companies using communities as marketing channels have the added advantage of a higher segmentation which means that they can easier find and reach their target audience. One of the problems associated with this medium is that today many companies still suffer from a lack of knowledge when it comes to communities due to the fact that this medium has not been paid the attention that it needs. Companies prefer to rely more on the traditional marketing channels like TV, newspapers and radio. With this new found interest in communities and the attention being paid to them in the media, more and more companies are opening their eyes to these new marketing channels and are choosing to learn more about them.

本研究是藉由事件(會議)行銷活動，評估推動政府研發成果溝通效果可能性。如何透過事件行銷整體設計，提升事件本身的話題性吸引媒體報導及促進參與者良好溝通是事件行銷的成功關鍵所在。 本研究藉由了解紡織科技國際論壇暨成果展(TIFE)之實際事件行銷活動四年個案持續內容，透過不同構面分析及參與者調查結果，驗證完整事件行銷規劃，確實提升國內外產業溝通效果。歸納相關研究重要結論如下: 1.活動區分研討會、論壇、靜態展三大部份，配合開幕專題規劃不但具有差異化也兼具整合效益，獲得所有參與者最大肯定與認同，也是事件行銷重要的成功關鍵。 2.開幕典禮專題演講主題規劃及諾貝爾得主邀請，及適當會前記者與主活動廣宣規劃策略，確實製造活動話題性並獲得媒體廣泛報導。 3.活動主題規劃貫穿研討會、論壇及靜態展子題規劃，聚焦活動主軸，使參與者能充分了解紡織產業技術及產品發展與研發成果，獲得國內外參與者的正面肯定與政府(主辦單位)的嘉許。 4.透過邀請學生參與活動使其了解產業發展現況，有助提升對產業永續經營之人才召募。 / The purpose of this study is to evaluate the possibility of promoting communication effect from research results of government supporting project, which is carried out by an event marketing。 In order to identify the fully event process planning which improves the communication effect on local and global textile industries, the study does focus on understanding the continuing promotion reality of TIFE (Textile International Forum and Exhibition) event during last four years and analyzing activity interfaces as well as results from participant’s questionnaires。Some conclusions are shown as follow : 1. The TIFE event includes technology and management symposiums、textile forums and static product shows, which is integrated by planning the opening theme and shows the differentiation and integration advantages of event program 。All these designs of TIFE event are the key issues of event marketing and the main agreement and support received from all event participants。 2. The talk of keynote speech planning in opening celebration, the invitation of the Nobel winners and the proper strategies of news report before the event and the promotion program for main activity are key issues to make the event become popular and reported by News。 3. The theme of TIFE event is connected by sub-themes of technology and management symposiums、textile forums and static product shows, which is focused and make the research results from development of textile technologies and products easy to be recognized by event participants and appreciated by the government officers。 4. By inviting students who do join the event and make them understand the development of textile industries, the help of promoting human resource required by textile industries can be improved 。

隨著網誌成為網路世界的新寵兒，一種新型態的廣告「代言人網誌日記形式廣告」也應運而生。本研究以「代言人類型」與「置入方式」兩變項對此新類型的廣告之溝通效果三面向「回憶效果」、「品牌態度」與「購買意願」做初步的探討，並設計了三種不同的代言人類型與兩種置入方式共六種實驗廣告，於網路上徵求受測者並進行問卷之收集。 本研究結果發現如下：在「回憶效果」與「購買意願」兩應變項上，「不同類型代言人」與「不同型式置入」均會對其產生顯著影響，而在「品牌態度」應變項上，僅「不同類型代言人」對其產生顯著影響。同時，在此三面向之溝通效果上，均呈現出「一般消費者代言人」效果最佳、「名人代言人」效果最差的情形；在「回憶效果」與「購買意願」上，則均呈現出「文章中置入」形式效果優於「文章外置入」形式的情形。「代言人類型」與「置入方式」間的交互作用在此三面向之溝通效果上均未達顯著性。 / “Blog diaries written by product endorsers” is a new form of advertising promotion as blog becomes more popular in Internet world than ever. ”Endorsers types” and “product placement types” are the two independent variables in the study to investigate the three aspects of advertising communication effects—“recall effects”, “brand attitude”, and “purchase intention.”— which are the dependent variables in the study. The formal experimental commercials are six different kinds in total based on three endorser types and two product placement types and posted in Internet for questionnaires collecting. The results are both the different endorser types and the different product placement types have significant influences on “recall effects” and “purchase intention” aspects, but only different endorser types caused significant influences on “brand attitude” aspect. The typical consumer endorser is most effective type in all of three kinds and the celebrity endorser is the worst one on every advertising communication effect aspects. “The inside placement” has the better effect than “the outside placement” on “recall effects” and “purchase intention” aspects .The interact between “the endorsers types ”and “product placement types” are not significant in the three aspects of advertising communication effects.

電視新聞置入性行銷雖是新興現象，但在新聞界蔓延已成為普遍現象，成為影響新聞產製的重要力量。電視新聞置入性行銷，以較為迂迴、精心設計，與新聞內容融合一體，使消費者難以區辨到底是新聞，還是為商品廣告的行銷訊息。國內目前研究，多是探討此種行銷方式，對新聞專業與新聞工作者的影響，尚未見對閱聽人接收與影響面向的研究。是故，本研究欲探究閱聽人對於產品置入性新聞之接收評價，在溝通效果中扮演的角色。 本研究以實驗法進行，採取三因子實驗設計，為2(置入型態：顯性/隱性)*2(論點品質：強論點/弱論點)*2(產品涉入度：高涉入/低涉入)*2=8個產品置入策略組合，為避免受試者觀看不同產品的效果差異，故讓每位受試者觀看分別看高低二種產品涉入度的實驗影片，形成4個實驗組別，共邀集185位受測者參與，回收有效問卷164份，有效回收率為88.65%。　 研究結果發現，「產品置入型態」對置入性新聞溝通效果未有顯著影響。「訊息論點品質」是影響產品置入性新聞的關鍵因素，對產品置入性新聞之溝通效果影響最為顯著；採取強論點訊息，能引發閱聽人較正向的接收評價，不論是訊息接受度、可信度與資訊性皆有較佳的評價，進而影響消費者對品牌的態度，對訊息的記憶程度亦有相對較佳的表現。閱聽人對「置入性行銷的既存態度」影響閱聽人接收不同論點品質的溝通效果：即置入性行銷持以高既存態度者，暴露於強論點品質之產品置入性新聞，比暴露於弱論點品質時產生更多支持性的想法、較高的記憶效果與較佳的訊息態度。 / Although being an emerging phenomenon, the product placement on TV News has spread into an universal phenomenon in the News circles, and become an important force influencing News production. With relatively roundabout and meticulous design, the Product Placement on TV News is well integrated with the News content, making consumers difficult to distinguish it from News and Marketing message of product. Present domestic researches are mainly investigating the impact of such marketing method on journalism and the News workers, but still haven’t focused on the reception and the influence of the audience. Therefore, this study is to investigate the audience’s reception comments on the Product Placemen on TV News and their roles in communication effect. This study adopts the experimentation of three-factor experimental design, which are 2 Placement Types (prominent/subtle) *2 Argument Qualities (strong /weak) *2 Product involvements (High /Low). A total of 185 participants were invited and all of them were randomized to watch the experimental films, and required to fill out the questionnaires after watching. A total of 164 effective questionnaires were returned, with a valid return rate of 88.65%. The results of this study show that the “Type of PPL” has no significant impact on the communication effect of the Product Placement on TV News. The “Message Argument Quality” is the key factor influencing the Product Placement on TV News. Using strong argument messages can trigger the audience’s relatively positive reception comments in message acceptability, News credibility and message informativeness and then impact the consumers’ attitudes towards brands. Also, it has relatively better performance on the recall degree towards messages.The audience’s existing attitudes towards the Placement Marketing impact their communication effects in receiving different argument qualities. The Placement Marketing with high existing attitudes will produce more supportive thoughts, higher recall effect and better message attitude when exposed in Product Placement on TV News of strong argument quality than that exposed in product placement news of weak argument quality.

隨著網際網路快速發展，自2007年起網路就已經超越報紙、成為台灣第二大消費者最常接觸的媒體，2010年台灣網路廣告投資量為新台幣85億元(預估2012年更高達117億元)，但卻僅占台灣整體廣告量的9.1%、屈居第四名，落後傳統電視、報紙、雜誌的廣告投資量，其中很重要原因之一就是網路廣告的價值仍被許多廣告主質疑，且尚無被公認接受的網路廣告效益評估標準。 若以目前最常被用來評估網路廣告效益指標：CPM (每千人廣告曝光成本)及CTR(廣告點選率)而言，由於網路廣告的“曝光”不代表一定被看見，因此CPM只能作為媒體採購成本的參考；若以CTR作為評估標準，台灣目前平均廣告點選率已低於0.1%(2012年業界實際經驗值)，是否就可以直接推論：『99.9%的廣告曝光是無效的？』(因為99.9%的曝光並不會吸引網友點選) 由於網路廣告的曝光一定有其價值性，因此期望透過本研究證明以下假說： 假說一: 曝露在指定品牌廣告下的消費者，比沒有曝露在指定品牌廣告下的消費者更容易回答有看到廣告中的指定品牌。 假說二: 曝露在指定品牌廣告下的消費者，比沒有曝露在指定品牌廣告下的消費者更容易回想到廣告中的指定品牌。 假說三：曝露在指定品牌廣告下的消費者如果家中有液晶電視，會比沒有曝露在指定品牌廣告下的消費者更容易提高對廣告中指定品牌的記憶度或偏好度。 假說四：曝露在指定品牌廣告下的消費者，比沒有曝露在指定品牌廣告下的消費者更容易引發聯想其他競品品牌(廣告外溢效果)。 研究結果證明：『即使網友在一般網路瀏覽行為中不刻意瀏覽網頁中的附帶廣告、甚至點選廣告，但只要在廣告上明顯揭露指定品牌名稱，就會有一定比例的網友對廣告留下印象』，因此即可推論：『即使平均廣告點選率= 0.1%，也不能直接推論 99.9%的廣告是無效的』。只要在廣告的設計上明顯揭露品牌/產品/活動名稱，就會有一定比例的消費者對廣告留下印象，但若廣告設計時無明顯揭露品牌名稱，則結果就如同本研究中的“無廣告操弄”，對提升品牌印象/價值毫無加分作用，更遑論可以提升偏好度/購買意願。 根據本研究結果顯示，即使消費者在搜尋網路資訊時已有特定目的，但仍會稍事注意到一旁的網路廣告(雖不一定很明確地意識到廣告的存在)，因此建議廣告主不要以“廣告點選率CTR”作為唯一評估網路廣告成效的指標，以本研究證實，即使所有的受訪者皆無點選廣告，網路廣告曝光仍會有具有一定的價值。 最後有關“廣告外溢效果”的探討，雖然本次研究結果無法證明：『若是一個中等品牌偏好度的品牌在做廣告時，其產生的外溢效果會加惠於該產業的知名品牌，讓消費者因 “中等品牌偏好度的廣告” 而自動回憶起原本即喜歡的他牌，尤其是高知名度的領導品牌』，但如果後續能持續研究此議題並證明其假設成立，則領導品牌的媒體廣告投資週期就可適度避開二線品牌的廣告曝光期，因為當二線品牌刊登廣告可能也會同時喚起對領導品牌的回憶，領導品牌的廣告就可延後刊播，待二線品牌廣告停止時再接續播出，有可能達到整體媒體投資效益最大化(最佳化)、拉長廣告影響期間的目標。

This diploma thesis focuses on the motivations of users to create an account within the location- based mobile dating applications. The work is processed by statistical analysis of already published studies dealing with the same or similar topics. The main target of this paper is to calculate the effect size of individual motives in relation to the sex of the respondents. The diploma thesis starts with description of the history of online dating, specific mobile applications included in my meta-analysis, user behavior in individual stages of using these applications (profile settings, selection of other profiles, communication and its development in time), followed by the methodological part where the meta-analysis itself is desribed, the process of its creation and its weak and strong aspects. In the following chapter the results of the meta-analysis and their interpretation are presented as well as self-reflection of this paper along the recommendations for future researches. Analysis helped to reveal the differences between the sexes and also helped to synthesize the acquired studies dealing with this topis. The most notable influence of gender can be seen in the motivation of casual sex, to a lesser extent in the motivation to seek love, friends, the use of the application because of the ease...