Character Marketing is popular in recent years. Many studies of Spokes-Character conduct by the print media before, less on the Internet Marketing. Furthermore, the social media in the Internet Market has become a new trend. The social network service has been an important business strategy by the marketing of word of mouth, and it also strengthen the brand image of the corporate.
Therefore, this study attempts by the case of the Spokes-Character, OKAPI, from The BOOKS.COM.Co.,Ltd. This main study aims to find the influent of advertising effect with different spokesperson of Facebook and different involvement in e-shopping. The Independent Variable of this study aims the different spokesperson in Facebook (Spokes-Character and Trademark) and involvement in e-shopping (high and low). Dependent Variable is advertising effects (advertising attitude and brand attitude). The survey conduct through the Internet by the internet users.
In this main study, 325 valid questionnaires were collected, the findings shows that Spokes-Character as the spokesperson of Facebook will enhance advertising effects. And different level of involvement in e-shopping also influence the different advertising effect.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0624111-231844 |
| Date | 24 June 2011 |
| Creators | Huang, Yen-Chang |
| Contributors | Tsuang Kuo, Iuan-yuan Lu, Hsien-tang Tsai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0624111-231844 |
| Rights | not_available, Copyright information available at source archive |
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