Social media platform for start-up companies as a result of the effect of advertising

社群網站之竄起，成為企業眼中網路世界之新行銷利器，企業紛紛利用社群網站中人脈之串聯獲取錢脈。尤對新興企業而言，如何善用此成本低廉卻能帶來高度效益之工具，為本研究所欲探討之議題。本研究以「互動性」與「人口變項」兩變項為自變項，欲初步探討其對「廣告效果」三面向「品牌認知」、「品牌態度」與「購買意願」之影響差異。並加入「訊息來源」為干擾變數，欲探討不同之口碑來源對廣告效果影響是否有顯著差異，以供後續企業做為經營社群網站之參考方向。 結果發現：由研究台灣品牌之facebook粉絲頁面發現，「互動性」對於廣告效果有顯著的差異；互動性在「訊息來源」干擾下對於廣告效果有顯著的差異。同時考量自變項「互動性」，干擾變項「資訊來源」以及應變項「廣告效果」，「資訊豐富性」在廣告效果各面向平均得分均最高；當資訊來源為「網友」時，廣告效果之各面向的平均得分最低；就廣告效果而言，「品牌態度」的平均得分略高於「品牌認知」及「購買意願」。而在大陸微博之粉絲頁面的研究中則發現，僅有「互動性」對於「廣告效果」有顯著的差異。「廣告公關促銷」在廣告效果各面向的平均得分最低。The rise of social media is seen as a new marketing tool for many enterprises. Many of them utilize social media as a way to interact with the outside world to get more profits in return. Particularly for start-up companies, how to use this low cost yet high return marketing tool is crucial. This would be thoroughly analyzed along with the research. In this research, the two independent variables that will be set are interaction and the changing of population, in order to see their effects on the dependent variable “the effect of advertising” through the following aspects: brand awareness, brand attitude and the willingness to purchase. In addition, the source of information is included as intervening variable to discover whether different sources of WOM would result in the effect of advertising. The result of this can be used as reference for enterprises in the future. Through analyzing Facebook fan pages of Taiwan brands, it is found that interaction has indeed brought significant difference for the effect of advertising; when there is intervention with sources of information, interaction can cause significant differences. Taking into account of the independent variable(interaction), intervening variable(sources of information), as well as dependent variable(the effects of advertising) at the same time, when the source of information is abundant, the effect of advertising receives the highest average score; when the source of information has changed to netizens, the effect of advertising receives the lowest average score. Therefore, as for the effect of advertising, brand attitude receives higher average score than brand awareness and the willingness to purchase. For the fans page of Weibo platform in China market, only interaction strikes significant difference on the effect of advertising. However, the promotion of PR in the effect of advertising receives the lowest average score