| Abstract |
The development of social media has transformed online world from one-way entrance platform in the past into a two-way and interactive dynamic mode. The instant messaging, a new bridge for information sharing between enterprises and consumers, attracts a large number of consumers and allows enterprises to perform social media marketing. Through the platform, the enterprise delivers advertising messages to consumers effectively so as to attain the advertising effects. This study intends to discover whether the advertising messages of 7-ELEVEN on the Facebook fan pages can attain advertising effect by increasing consumer awareness and preference and subsequently, the purchase intention and attitude in turn.
The purposes of this study are: 1. To investigate the motivation of consumers to join the 7-ELEVEN Facebook fan page. 2. To understand consumers’ perception of social network advertisement. 3. To analyze the interrelationships among social network advertisement, advertising effect, purchase intention and attitude. 4. To study the impact of advertising effect, purchase intention and attitude by using social network advertisement of 7-ELEVEN. 5. To discuss the interaction of demographic variables and Facebook and fan page use pattern with advertising effect, purchase intention and attitude.
This study categorizes the real social network advertisements that appear in 7-ELEVEN fan page into three types, which are product advertisement, promotion advertisement and store image advertisement. Specially, the study also selects one piece of advertisement that has the most “like” from each type, collects opinions of respondents by using online questionnaires. The conclusions of this study include: 1. The motivation of consumers to join 7-ELEVEN is to acquire information about product and promotion. 2. The advertising effect on social network of consumers. advertisement is almost positive, yet the effect differs on purchase intention and attitude. 3. In social network advertisements, advertising effect, purchase intention and attitude are related. 4. Social network advertisement has some significant effect on advertising effect, purchase intention and attitude. 5. On the impact of advertising effect on purchase intention and attitude, demographic variables has no moderating effect, but the Facebook and fan page use pattern has some significant moderating effect. |
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