| Reference: | 中文文獻
江裕真譯（2016）。《瞭解人工智慧的第一本書:機器人和人工智慧能否取代人類?》，台北：經濟新潮社。（原書 松尾豐 [2015]《 人工知能は人間を超えるか: ディープラーニングの先にあるもの》。日本東京：中經出版。）
李翠玲（2008）。〈網路關鍵字廣告之廣告效果分析〉。世新大學傳播管理學研究所碩士論文。
徐慧雯（2016）。〈聊天機器人使用意願影響因素之研究〉。國立臺灣科技大學資訊管理研究所碩士論文。
張卿卿（2000）。〈美國政治競選廣告效果研究的回顧〉，《廣告學研究》， 14：1-29。
張卿卿（2014）。〈從認知與情感雙歧檢視台灣民眾的廣告規避與趨近行為〉，《中華傳播學刊》，25：71-98。
黃珮茹（2017）。〈對話式商務－探討聊天機器人使用情境如何影響使用意願〉。國立清華大學服務科學研究所碩士論文。
曾雅蘭（1994）。〈消費者對混合產品之評估: 來源國效應之區分研究〉。國立臺灣大學國際企業研究所碩士論文。
簡秀娟（2003）。〈使用者對於網路廣告之態度反應〉。國立交通大學科技管理研究所碩士論文。
英文文獻
Aaker, D. A. (2009). Managing brand equity. simon and schuster.
Aho, D. (1993). ICTV squares off against giants. Advertising Age, 64(52), 12-12.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
Alhabash, S., McAlister, A. R., Hagerstrom, A., Quilliam, E. T., Rifon, N. J., & Richards, J. I. (2013). Between likes and shares: Effects of emotional appeal and virality on the persuasiveness of anticyberbullying messages on Facebook. Cyberpsychology, Behavior, and Social Networking, 16(3), 175-182.
Alhabash, S., McAlister, A. R., Lou, C., & Hagerstrom, A. (2015). From clicks to behaviors: The mediating effect of intentions to like, share, and comment on the relationship between message evaluations and offline behavioral intentions. Journal of Interactive Advertising, 15(2), 82-96.
Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of service research, 1(1), 5-17.
Axelrod, J. N. (1968). Attitude measures that predict purchase. Journal of Advertising Research.
Baek, T. H., & Morimoto, M. (2012). Stay away from me. Journal of advertising, 41(1), 59-76.
Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 538-555.
Baker, W. E. (1999). When can affective conditioning and mere exposure directly influence brand choice?. Journal of Advertising, 28(4), 31-46.
Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and the attitude–behavior relationship. Journal of personality and social psychology, 37(6), 913.
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177.
Barnes, S. J. (2002). Wireless digital advertising: nature and implications. International journal of advertising, 21(3), 399-420.
Belch, G. E., & Belch, M. A. (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective 6th. New York: NY: McGraw-Hill.
Belch, G. E., & Belch, M. A. (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective 6th. New York: NY: McGraw-Hill.
Bezjian-Avery, A., Calder, B., & Iacobucci, D. (1998). New media interactive advertising vs. traditional advertising. Journal of advertising research, 38, 23-32.
Bezos, J. (1999). Setting the standard with Jeff Bezos. Internet Summit, 99, 20.
Borsook, T. K., & Higginbotham-Wheat, N. (1991). Interactivity: What is it and what can it do for computer-based instruction?. Educational Technology, 31(10), 11-17.
Bowen, L., & Chaffee, S. H. (1974). Product involvement and pertinent advertising appeals. Journalism Quarterly, 51(4), 613-621.
Bradshaw, J. M. (1997). Software agents. MIT press.
Brandtzaeg, P. B., & Følstad, A. (2017, November). Why people use chatbots. In International Conference on Internet Science(pp. 377-392). Springer, Cham.
Brodin, K. (2007). Consuming the commercial break an ethnographic study of the potential audiences for television advertising. Economic Research Institute, Stockholm School of Economics (EFI),.
Brown, M., Pope, N., & Voges, K. (2003). Buying or browsing? An exploration of shopping orientations and online purchase intention. European Journal of Marketing, 37(11/12), 1666-1684.
Briggs, R., & Hollis, N. (1997). Advertising on the web: Is there response before click-through?. Journal of Advertising research.
Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35(9), 770-790.
Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254.
Campbell, M. C. (1995). When attention‐getting advertising tactics elicit consumer inferences of manipulative intent: The importance of balancing benefits and investments. Journal of Consumer Psychology, 4(3), 225-254.
Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of consumer research, 15(2), 210-224.
Chang, C. (2007). The relative effectiveness of comparative and noncomparative advertising: Evidence for gender differences in information-processing strategies. Journal of Advertising, 36(1), 21-35.
Chaudoir, S. R., & Quinn, D. M. (2010). Revealing concealable stigmatized identities: The impact of disclosure motivations and positive first‐disclosure experiences on fear of disclosure and well‐being. Journal of Social Issues, 66(3), 570-584.
Chen, Y., Fay, S., & Wang, Q. (2011). The role of marketing in social media: How online consumer reviews evolve. Journal of Interactive Marketing, 25(2), 85-94.
Cheng, J. M. S., Blankson, C., Wang, E. S. T., & Chen, L. S. L. (2009). Consumer attitudes and interactive digital advertising. International Journal of Advertising, 28(3), 501-525.
Cho, S. H. (2007). Effects of motivations and gender on adolescents` self-disclosure in online chatting. CyberPsychology & Behavior, 10(3), 339-345.
Cho, C. H. (1999). How advertising works on the WWW: Modified elaboration likelihood model. Journal of Current Issues & Research in Advertising, 21(1), 34-50.
Choi, Y., & Thorson, E. (1983). Memory for factual, emotional, and balanced ads under two instructional sets. In Proceedings of the 1983 Conference of the American Academy of Advertising. Knoxville, TN: University of Tennessee (pp. 160-164).
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
Chu, S. C., & Kim, J. (2018). The current state of knowledge on electronic word-of-mouth in advertising research. International Journal of Advertising, 37(1), 1-13.
Cognitiative, R. (1999). E-commerce and the evolution of retail shopping behaviour. Pulse Cust, 1(2), 67-89.
Cohen, J. B. (1983). Involvement and you: 1000 great ideas. ACR North American Advances.
Colliander, J., Dahlén, M., & Modig, E. (2015). Twitter for two: investigating the effects of dialogue with customers in social media.tInternational Journal of Advertising,n34(2), 181-194.
Cox, D. S., & Locander, W. B. (1987). Product novelty: does it moderate the relationship between ad attitudes and brand attitudes?. Journal of Advertising, 16(3), 39-44.
Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of advertising, 30(3), 65-77.
Curran, K., Graham, S., & Temple, C. (2011). Advertising on Facebook. International Journal of E-business development, 1(1), 26-33.
Daft, R. L., & Lengel, R. H. (1986). Organizational information requirements, media richness and structural design.nManagement science,a32(5), 554-571.
Davis, D. L., Guiltinan, J. P., & Jones, W. H. (1979). Service characteristics, consumer search, and the classification of retail services. Journal of Retailing, 55(3), 3.
Davis, R., & Sajtos, L. (2008). Measuring consumer interactivity in response to campaigns coupling mobile and television media. Journal of advertising Research, 48(3), 375-391.
Davvetas, V., Sichtmann, C., & Diamantopoulos, A. (2015). The impact of perceived brand globalness on consumers` willingness to pay.rInternational Journal of Research in Marketing,n32(4), 431-434.
Della Bitta, A. J., Monroe, K. B., & McGinnis, J. M. (1981). Consumer perceptions of comparative price advertisements. Journal of Marketing Research, 416-427.
Derbaix, C., & Vanhamme, J. (2003). Inducing word-of-mouth by eliciting surprise–a pilot investigation. Journal of economic psychology, 24(1), 99-116.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising,n36(5), 798-828.
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing.nJournal of interactive marketing,o26(2), 83-91.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers` product evaluations. Journal of marketing research, 307-319.
Downes, E. J., & McMillan, S. J. (2000). Defining interactivity: A qualitative identification of key dimensions. New media & society, 2(2), 157-179.
Drèze, X., & Hussherr, F. X. (2003). Internet advertising: Is anybody watching?. Journal of interactive marketing, 17(4), 8-23.
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of advertising research, 36(5), 21-21.
Duhan, D. F., Johnson, S. D., Wilcox, J. B., & Harrell, G. D. (1997). Influences on consumer use of word-of-mouth recommendation sources. Journal of the Academy of Marketing Science, 25(4), 283.
Edell, J. A., & Burke, M. C. (1984). The moderating effect of attitude toward an ad on ad effectiveness under different processing conditions. ACR North American Advances.
Ellison, N., Heino, R., & Gibbs, J. (2006). Managing impressions online: Self-presentation processes in the online dating environment. Journal of computer-mediated communication,o11(2), 415-441.
Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook -presentation processes in the online dating environof online social network sites. Journal of computer-mediated communication,o12(4), 1143-1168.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20(2), 139-150.
Fiore, A. M., & Jin, H. J. (2003). Influence of image interactivity on approach responses towards an online retailer.sInternet Research,n13(1), 38-48.
Fisher, T. (2009). ROI in social media: A look at the arguments.iJournal of Database Marketing & Customer Strategy Management,o16(3), 189-195.
Eisingerich, A. B., Chun, H. H., Liu, Y., Jia, H. M., & Bell, S. J. (2015). Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth. Journal of Consumer Psychology,o25(1), 120-128.
Fletcher-Tomenius, L., & Vossler, A. (2009). Trust in online therapeutic relationships: The therapist`s experience.nCounselling Psychology Review,o24(2), 24-34.
Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management: a theoretical analysis. Journal of Marketing research, 337-346.
Fransen, M. L., Verlegh, P. W., Kirmani, A., & Smit, E. G. (2015). A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them. International Journal of Advertising, 34(1), 6-16.
Freedman, J. L., & Sears, D. O. (1965). Selective exposure. Advances in experimental social psychology, 2, 57-97.
Friestad, M., & Wright, P.(1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 21(1), 1-31.
Friestad, M., & Wright, P. (1995). Persuasion knowledge: Lay people`s and researchers` beliefs about the psychology of advertising. Journal of Consumer Research, 22(1), 62-74.
Gangadharbatla, H. (2008). Facebook me: Collective self-esteem, need to belong, and internet self-efficacy as predictors of the iGenerationw of mechanisms for countering them. fers froJournal of interactive advertising,o8(2), 5-15.
Gardner, M. P.(1985). Does attitude toward the ad affect brand attitude under a brand evaluation set?. Journal of Marketing Research, 192-198.
Gao, Q., Rau, P. L. P., & Salvendy, G. (2009). Perception of interactivity: Affects of four key variables in mobile advertising. International Journal of Human-Computer Interaction, 25(6), 479-505.
Goffman, E. (1959). The Presentation of Self in.iButler, Bodies that Matter.
Golan, G. J., & Zaidner, L. (2008). Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel. Journal of Computer-Mediated Communication, 13(4), 959-972.
Golden, L. L., & Johnson, K. A. (1983). The impact of sensory preference and thinking versus feeling appeals on advertising effectiveness. ACR North American Advances.
Goldberg, M. E., & Gorn, G. J. (1987). Happy and sad TV programs: How they affect reactions to commercials. Journal of consumer research, 14(3), 387-403.
Gresham, L. G., & Shimp, T. A. (1985). Attitude toward the advertisement and brand attitudes: A classical conditioning perspective. Journal of Advertising, 14(1), 10-49.
Ha, L. (1996). Advertising clutter in consumer magazines: Dimensions and effects. Journal of advertising research, 36(4), 76-85.
Ha, L., & James, E. L. (1998). Interactivity reexamined: A baseline analysis of early business web sites. Journal of Broadcasting & Electronic Media, 42(4), 457-474.
Hagenbuch, D. J., Wiese, M. D., Dose, J. J., & Bruce, M. L. (2008). Understanding Satisfied and Affectively Committed Clients` Lack of Referral Intent. Services Marketing Quarterly, 29(3), 24-74.
Hartline, M. D., & Jones, K. C. (1996). Employee performance cues in a hotel service environment: Influence on perceived service quality, value, and word-of-mouth intentions. Journal of Business Research, 35(3), 207-215.
Havitz, M. E., & Mannell, R. C. (2005). Enduring involvement, situational involvement, and flow in leisure and non-leisure activities. Journal of Leisure Research, 37(2), 152.
Heeter, C. (1989). Implications of interactivity for communication research. Media use in the information age: Emerging patterns of adoption and consumer use. Hillsdale, NJ: Lawrence Erlbaum, 217-235.
Heeter, C. (1989). Implications of new interactive technologies for conceptualizing communication. Media use in the information age: Emerging patterns of adoption and consumer use, 217-235.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), 38-52.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. The Journal of Marketing, 50-68.
Hoffman, K. D., & Turley, L. W. (2002). Atmospherics, service encounters and consumer decision making: An integrattve perspective. Journal of Marketing theory and practice, 10(3), 33-47.
Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing?.oMIT Sloan Management Review,I52(1), 41.
Holzner, S. (2009). Facebook marketing. Leverage Social media to grow your.
Hotchkiss, G. B. (1949). Advertising copy. Harper.
Houston, M. J. and M. L. Rothschild (1978). Conceptual and methodological perspectives on involvement. Research frontiers in marketing: Dialogues and directions, 184-187.
Howe, P., & Teufel, B. (2014). Native advertising and digital natives: The effects of age and advertisement format on news website credibility judgments.tISOJ Journal,S4(1), 78-90.
Hoy, M. G., & Milne, G. (2010). Gender differences in privacy-related measures for young adult Facebook users.rJournal of Interactive Advertising,o10(2), 28-45.
Hussain, D., & Lasage, H. (2014). Online video advertisement avoidance: Can interactivity help?. Journal of Applied Business Research,o30(1), 43.
Jarvenpaa, S. L., & Todd, P. A. (1997). Is there a future for retailing on the Internet. Electronic marketing and the consumer, 1(12), 139-154.
Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising,o43(2), 181-195.
Johnson, J. P. (2013). Targeted advertising and advertising avoidance. The RAND Journal of Economics, 44(1), 128-144.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media.iBusiness horizons,u53(1), 59-68.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of marketing communications,o15(2-3), 139-155.
Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of advertising in social networking sites: The teenage perspective.dJournal of interactive advertising,o10(2), 16-27.
Keller, K. L., & Kotler, P. (2016). Marketing management. Pearson.
Kettanurak, V. N., Ramamurthy, K., & Haseman, W. D. (2001). User attitude as a mediator of learning performance improvement in an interactive multimedia environment: an empirical investigation of the degree of interactivity and learning styles. International Journal of Human-Computer Studies,n54(4), 541-583.
Kirk, C. P., Chiagouris, L., Lala, V., & Thomas, J. D. (2015). How Do Digital Natives and Digital Immigrants Respond Differently to Interactivity Online?: A Model for Predicting Consumer Attitudes and Intentions to Use Digital Information Products. Journal of Advertising Research,o55(1), 81-94.
Knobloch-Westerwick, S., & Meng, J. (2009). Looking the other way: Selective exposure to attitude-consistent and counterattitudinal political information. Communication Research, 36(3), 426-448.
Kotler, P., Saliba, S., & Wrenn, B. (1991). Marketing management: Analysis, planning, and control: Instructor`s Manual. Prentice-hall.
Kumar, V., & Mirchandani, R. (2012). Increasing the ROI of social media marketing.ng, and control: Instructor`s Manual. PreLaskey, H. A., Fox, R. J., & Crask, M. R. (1995). The relationship between advertising message strategy and television commercial effectiveness. Journal of advertising research, 35(2), 31-40.
Lastovicka, J. L. (1979). Questioning the concept of involvement defined product classes. ACR North American Advances.
Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management,n36(3), 360-373.
Lee, T. (2005). The impact of perceptions of interactivity on customer trust and transaction intentions in mobile commerce. Journal of Electronic Commerce Research, 6(3), 165.
Liaw, G. F., Zhu, Z. W., & Lee, Y. H. (2005). The effects of risk reduction strategies on consumersions in mobile commerce. , informativeness, and crPan-Pacific Management Review, 8(1), 1-37.
Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness. Journal of advertising, 31(4), 53-64.
Logan, K., Bright, L. F., & Gangadharbatla, H. (2012). Facebook versus television: advertising value perceptions among females.dJournal of Research in Interactive Marketing,o6(3), 164-179.
Lutz, R. J., MacKenzie, S. B., & Belch, G. E. (1983). Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences. ACR North American Advances.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing research, 130-143.
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. The Journal of Marketing, 48-65.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix.aBusiness horizons,u52(4), 357-365.
Mattila, A. S. (1999). Do emotional appeals work for services?. International Journal of Service Industry Management, 10(3), 292-307.
Massey, B. L., & Levy, M. R. (1999). Interactivity, online journalism, and English-language Web newspapers in Asia. Journalism & mass communication quarterly, 76(1), 138-151.
McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of advertising, 31(3), 29-42.
Mick, D. G. (1987). Toward a semiotic of advertising story grammars. Marketing and semiotics: New directions in the study of signs for sale, 249-278.
Mittal, B. (1989). Measuring purchase‐decision involvement. Psychology & Marketing, 6(2), 147-162.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson Australia.
Morris, M., & Ogan, C. (1996). The Internet as mass medium. Journal of Computer‐Mediated Communication, 1(4), 0-0.
Moore, D. L., & Hutchinson, J. (1983). The effects of ad affect on advertising effectiveness. ACR North American Advances.
Morris, J. D., Woo, C., & Singh, A. J. (2005). Elaboration likelihood model: A missing intrinsic emotional implication. Journal of Targeting, Measurement and Analysis for Marketing, 14(1), 79-98.
Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which" intenders" actually buy?. Journal of marketing research, 391-405.
Morris, M., & Ogan, C. (1996). The Internet as mass medium.nJournal of Computer-Mediated Communication,o1(4), JCMC141.
Nan, X. (2006). Perceptual predictors of global attitude toward advertising: An investigation of both generalized and personalized beliefs. Journal of Current Issues & Research in Advertising, 28(1), 31-44.
Novak, T. P., & Hoffman, D. L. (1997). Measuring the flow experience among web users.tInterval Research Corporation,n31(1), 1-35.
Nyer, P. U. (1997). A study of the relationships between cognitive appraisals and consumption emotions. Journal of the Academy of Marketing Science, 25(4), 296-304.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard business review, 76, 97-105.
Pinto, M. B., & Yagnik, A. (2017). Fit for life: A content analysis of fitness tracker brands use of Facebook in social media marketing. Journal of Brand Management, 24(1), 49-67.
Olney, T. J., Holbrook, M. B., & Batra, R. (1991). Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time. Journal of consumer research, 17(4), 440-453.
O4), 440-453.000). An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing.,Journal of Economic Psychology,o21(5), 545-576.
Page, T. J., Thorson, E., & Heide, M. P. (1990). The memory impact of commercials varying in emotional appeal and product involvement. Emotion in advertising, 255-268.
Panda, T. K., Panda, T. K., & Mishra, K. (2013). Does emotional appeal work in advertising? The rationality behind using emotional appeal to create favorable brand attitude. IUP Journal of Brand Management, 10(2), 7.
Pempek, T. A., Yermolayeva, Y. A., & Calvert, S. L. (2009). College students` social networking experiences on Facebook. Journal of applied developmental psychology,o30(3), 227-238.
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement.aJournal of consumer research,o10(2), 135-146.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Communication and persuasion ommunication and persuasion T.
Pfeil, U., Arjan, R., & Zaphiris, P. (2009). Age differences in online social networkingIn rtising effectiveness: The moderating role of involvement.avornagers and older users in MySpace. Computers in Human Behavior,o25(3), 643-654.
Phelps, J., & Thorson, E. (1991). Brand familiarity and product involvement effects on the attitude toward an ad-brand attitude relationship. ACR North American Advances.
Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (2004). Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email. Journal of advertising research, 44(4), 333-348.
Prendergast, G., Ko, D., & Siu Yin, V. Y. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising,n29(5), 687-708.
Radzeviciute, r. & Sliburyte, l. (2005) Elektroninio marketingo iššu ̄kiai planuojant integruotą marketingo komunikaciją. Organizaciju ̨ Vadyba: Sisteminiai Tyrimai, 34, pp. 177eminiaRafaeli, S. (1988). From new media to communication. Sage annual review of communication research: Advancing communication science, 16, 110-134.
Rafaeli, S., & Sudweeks, F. (1997). Networked interactivity. Journal of Computer‐Mediated Communication, 2(4), 0-0.
Raney, A. A., Arpan, L. M., Pashupati, K., & Brill, D. A. (2003). At the movies, on the web: An investigation of the effects of entertaining and interactive web content on site and brand evaluations. Journal of Interactive Marketing,o17(4), 38-53.
Raman, N. V. (1996). Determinants of desired exposure to interactive advertising.
Rao, A. R., Qu, L., & Ruekert, R. W. (1999). Signaling unobservable product quality through a brand ally. Journal of Marketing Research, 258-268.
Rice, R. E., & Williams, F. (1984). Theories old and new: The study of new media. The new media: Communication, research, and technology, 55-80.
Rice,80. E. (1993). Media appropriateness: using social presence theory to compare Traditional and new organizational media. Human Communication Research, 19, pp. 458-484.
Rogers, E. M., & Chaffee, S. H. (1983). Communication as an academic discipline: A dialogue.eJournal of Communication,o33(3), 18-30.
Rogers Everett M. (1986). Communication technology: The new media in society.
Roncallo-Dow, S., & Arango-Forero, G. (2017). Introducing Three Dimensions of Audience Fragmentation.zSigno y Pensamiento,i36(70), 74-90.
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior, 7th. NY: Prentice Hall.
Schiffman, L. G., & Kanuk, L. L. (2007). Purchasing behavior. Upper Saddle River, NJ: Pearson Prentice Hall.
Schramm, W. (1971). The nature of communication between humans. The process and effects of mass communication, 3-53.
Schwier, R., & Misanchuk, E. R. (1993). Interactive multimedia instruction. Educational Technology.
Schlosser, A. E., Shavitt, S., & Kanfer, A. (1999). Survey of Internet usersf Audience Fragmentation.zational media. Journal of interactive marketing, 13(3), 34-54.
Sewall, M. A. (1978). Market segmentation based on consumer ratings of proposed product designs. Journal of Marketing Research, 557-564.
Sherif, M., & Cantril, H. (1947). The psychology of ego-involvements: Social attitudes and identifications.
Shimp, T. A. (1979). Social psychological (mis) representations in television advertising. Journal of Consumer Affairs, 13(1), 28-40.
Shimp, T. A. (1981). Attitude toward the ad as a mediator of consumer brand choice. Journal of advertising, 10(2), 9-48.
Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications.
Siddarth, S., & Chattopadhyay, A. (1998). To zap or not to zap: A study of the determinants of channel switching during commercials. Marketing Science, 17(2), 124-138.
Sirgy, M. J., & Johar, J. S. (1992). Value expressive versus utilitarian appeals: a reply to Shavitt. Journal of Advertising, 21(2), 53-54.
Silverman, G. (1997). How to harness the awesome power of word of mouth. Direct Marketing, 60(7), 32-37.
Smith, S. M., Fabrigar, L. R., & Norris, M. E. (2008). Reflecting on six decades of selective exposure research: Progress, challenges, and opportunities. Social and Personality Psychology Compass, 2(1), 464-493.
Speck, P. S., & Elliott, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of Advertising, 26(3), 61-76.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.
Stern, B. B. (1994). A revised communication model for advertising: Multiple dimensions of the source, the message, and the recipient. Journal of Advertising, 23(2), 5-15.
Stewart, D. W., & Furse, D. H. (2000). Analysis of the impact of executional factors on advertising performance.gJournal of Advertising Research,o40(6), 85-88.
Stewart, D.W. (2004). The new face of interactive advertising: Itexecutional factors on advertising performance.ge, anMarketing Research, 16(1), 10-15.
Sundar, S. S., & Kim, J. (2005). Interactivity and persuasion: Influencing attitudes with information and involvement. Journal of interactive advertising,o5(2), 5-18.
Swani, K., Milne, G., & P. Brown, B. (2013). Spreading the word through likes on Facebook: Evaluating the message strategy effectiveness of Fortune 500 companies. Journal of Research in Interactive Marketing, 7(4), 269-294.
Sycara, K., Pannu, A., Willamson, M., Zeng, D., & Decker, K. (1996). Distributed intelligent agents.gIEEE expert,E11(6), 36-46.
Taylor, C. R. (2009). The six principles of digital advertising.
TRAPPEY III, R. J., & Woodside, A. G. (2005). Consumer responses to interactive advertising campaigns coupling short-message-service direct marketing and TV commercials. Journal of Advertising Research, 45(4), 382-401.
Upshaw, L. B. (1995). Building brand identity: A strategy for success in a hostile marketplace (Vol. 1). University of Texas Press.
Vakratsas, D., & Ambler, T. (1999). How advertising works: what do we really know?. The Journal of Marketing, 26-43.
von Solms, S. H. (1998). Electronic commerce with secure intelligent trade agents. computers & security,o17(5), 435-446.
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of interactive marketing,o26(4), 198-208.
Weinberg, B. D., & Pehlivan, E. (2011). Social spending: Managing the social media mix.hase intentions: A consumer socializWirtz, J., & Chew, P. (2002). The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behaviour. International journal of service industry management, 13(2), 141-162.
Williams, F., Rice, R. E., & Rogers, E. M. (1988). Research methods and the new media. Simon and Schuster.
Woltman Elpers, J. L., Wedel, M., & Pieters, R. G. (2003). Why do consumers stop viewing television commercials? Two experiments on the influence of moment-to-moment entertainment and information value. Journal of Marketing Research, 40(4), 437-453.
Wright, P. L. (1973). The cognitive processes mediating acceptance of advertising. Journal of marketing research, 53-62.
Wu, G. (1999, March). Perceived interactivity and attitude toward web sites. In Proceedings of the conference-American Academy of Advertising (pp. 254-262). American Academy of Advertising.
Wu, G. (2005). The mediating role of perceived interactivity in the effect of actual interactivity on attitude toward the website. Journal of Interactive advertising,o5(2), 29-39.
Yang, T. (2012). The decision behavior of Facebook users.iJournal of Computer Information Systems,o52(3), 50-59.
Yeshin, T. (1998). Marketing communications strategy 1998-99(Doctoral dissertation, Univerza v Mariboru, Ekonomsko-poslovna fakulteta).
Yeshin, T. (2012).tion, Univerza v Mariboru, Ekonomsko-poslovna fa
Yousif, R. O. (2012). The extent of Facebook users’ interest in the advertising messages. International Journal of Marketing Studies,n4(3), 122.
Yoon, Y., Polpanumas, C., & Park, Y. J. (2017). The Impact of Word of Mouth via Twitter On Moviegoers` Decisions and Film Revenues: Revisiting Prospect Theory: How WOM about Movies Drives Loss-Aversion and Reference-Dependence Behaviors. Journal of Advertising Research,o57(2), 144-158.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12(3), 341-352.
Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of advertising, 23(4), 59-70.
Zeff, R. L., & Aronson, B. (1999).sAdvertising on the Internet. John Wiley & Sons, Inc..
Zeng, F., Huang, L., & Dou, W. (2009). Social factors in user perceptions and responses to advertising in online social networking communities. Journal of interactive advertising,o10(1), 1-13.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the academy of Marketing Science, 21(1), 1-12.
Zywica, J., & Danowski, J. (2008). The faces of Facebookers: Investigating social enhancement and social compensation hypotheses; predicting Facebook™ and offline popularity from sociability and self‐esteem, and mapping the meanings of popularity with semantic networks. Journal of Computer‐Mediated Communication,e14(1), 1-34.
網路資源
DMA台北市數位行銷經營協會（2017）。《2016年台灣數位廣告量統計》。上網日期：2017年10月9日，取自https://drive.google.com/file/d/0B_o2GwbW3-B_TVRCck1XR3dSc0k/view
經濟部資策會FIND （2017）。〈國人社群網站使用行為調查〉。服務系統體系驅動新興事業研發計畫（2/4）。上網日期：2017年12月10日，取自https://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1934&fm_sqno=14
AdWords Help(2018). Frequency capping. Retrieved April 2, 2018, from https://support.google.com/adwords/answer/117579?hl=en）
AdWords Help(2018). About responsive ads. Retrieved April 2, 2018, from https://support.google.com/adwords/answer/6363750?hl=en）
CNN(2016). These billboards will target you as you drive by. Retrieved April 2, 2018, from http://money.cnn.com/2016/06/27/technology/smart-billboard-japan/
eMarketer (2017). Net US Digital Display Ad Revenues for Facebook, Google and Snapchat, 2017 (billions). Retrieved September 30, 2017, from http://www.eMarketer.com.
eMarketer & IAB Singapore (2017). Ad Spending in Southeast Asia Report
. Retrieved October 21, 2017, from https://www.emarketer.com/public_media/docs/SEAsia_Final2.pdf
eMarketer (2017). Average Time Spent per Day with Facebook, Instagram and Snapchat by US Adult Users of Each Platform, 2014-2019 (minutes). Retrieved October 27, 2017, from http://www.emarketer.com/Chart/Average-Time-Spent-per-Day-with-Facebook-Instagram-Snapchat-by-US-Adult-Users-of-Each-Platform-2014-2019-minutes/211521
eMarketer (2017). Frequency with Which US Facebook Users Use the Facebook Marketplace vs. Watch* Tabs, Dec 2017. Retrieved January 3, 2018, from http://www.emarketer.com/Chart/Average-Time-Spent-per-Day-with-Facebook-I
eMarketer (2017). Many Brand Marketers Plan to Try Conversational Commerce. Retrieved January 31, 2018, from https://retail.emarketer.com/article/many-brand-marketers-plan-try-conversational-commerce/5a6b930cebd40008bc79121f
eMarketer (2017). Google and Facebook Tighten Grip on US Digital Ad Market.
Retrieved April 2, 2018, from https://www.emarketer.com/Article/Google-Facebook-Tighten-Grip-on-US-Digital-Ad-Market/1016494
eMarketer(2018). Average Time Spent per Day with Facebook, Instagram and Snapchat by US Adult Users of Each Platform, 2014-2019 (minutes).Retrieved January 3, 2018, from http://www.emarketer.com/Chart/Average-Time-Spent-per-Day-with-Facebook-Instagram-Snapchat-by-US-Adult-Users-of-Each-Platform-2014-2019-minutes/211521
eMarketer(2018). Distribution of Facebook users worldwide as of January 2018, by age and gender. Retrieved March 26, 2018, from https://www.statista.com/statistics/376128/facebook-global-user-age-distribution/
eMarketer(2018). Platform that Offers the Highest Digital Ad Spending ROI According to US Senior Ad Buyers, Dec 2017 (% of respondents). Retrieved April 2, 2018, from https://www.emarketer.com/content/digital-ad-buyers-say-google-facebook-deliver-the-best-roi
eMarketer(2018). Chatbots May Ease Consumers` Customer Service Concerns. Retrieved July 5, 2018, from https://retail.emarketer.com/article/chatbots-may-ease-consumers-customer-service-concerns/5b11855eebd40003b84919e7
eMarketer(2018). Leading Concerns When Using a Chatbot* According to US Internet Users.Retrieved July 5, 2018, from https://www.emarketer.com/Chart/Leading-Concerns-Using-Chatbot-According-US-Internet-Users-Oct-2017-of-respondents/215576
Facebook(2016). Messenger Platform at F8. Retrieved April 2, 2018, from https://newsroom.fb.com/news/2016/04/messenger-platform-at-f8/
Gartner(2016). Hype Cycle for Digital Marketing and Advertising, 2016. Retrieved November 01, 2017, from http://images.gartnerformarketers.com/Web/Gartner/%7b13de1c13-2c7d-4886-bccd-e410029bd7d0%7d_Gartner-for-Marketers-Digital-Marketing-and-Advertising-Hype-Cycle-updated.pdf
Gartner (2017). 5 Insights from Gartner Hype Cylcle for Digital Marketing &Advertising,2017. Retrieved December 1, 2017, from https://www.gartner.com/smarterwithgartner/5-insights-from-the-2017-gartner-hype-cycle-for-digital-marketing-and-advertising/
IDC (2017). Worldwide SMB IT Spending to Top $676 Billion in 2021, Driven by Software and Services Growth, According to IDC. Retrieved September 30, 2017, from https://www.idc.com/getdoc.jsp?containerId=prUS42908917
Kontakt.io(2018).What is a bracon? Retrieved April 3, 2018, from https://kontakt.io/beacon-basics/what-is-a-beacon/
Lauren Johnson (2017, February 28). Coca-Cola Wants to Use AI Bots to Create Its Ads. Adweek. Retrieved from http://www.adweek.com/digital/coca-cola-wants-to-use-ai-bots-to-create-its-ads/
Line(2016). Messaging API released and LINE Developers documentation updated. Retrieved April 2, 2018, from https://developers.line.me/en/news/2016/09/
Marin Software (2017). The State of Digital Advertising 2017. Retrieved October 21, 2017, from http://www.marinsoftware.com/resources/whitepapers/state-digital-advertising-2017
Markets Insider (2017). The latest market research, trends & landscape in the growing AI chatbot industry. Retrieved November 15, 2017, from http://www.businessinsider.com/chatbot-market-stats-trends-size-ecosystem-research-2017-10
Poynter(2014). AP’s robot-written stories have arrived. Retrieved April 3, 2018, from https://www.poynter.org/news/aps-robot-written-stories-have-arrived
Techemergence(2018). Automated Journalism- AI Applications at New York Times, Reuters, and Other Media Giants. Retrieved April 3, 2018, from https://www.techemergence.com/automated-journalism-applications/
The Guardian(2013).The First Ever Banner Ad: Why Did It Work So Well? Retrieved April 23, 2018, from https://www.theguardian.com/media-network/media-network-blog/2013/dec/12/first-ever-banner-ad-advertising
The Insider(2017). 6 Digital Marketing Trends to Watch Out For in 2018. Retrieved November 02, 2017, from https://digitalmarketinginstitute.com/the-insider/30-08-17-6-digital-marketing-trends-to-watch-out-for-in-2018
Statista (2016). Digital advertising spending worldwide from 2015 to 2020 (in billion U.S. dollars). Retrieved October 15 , 2017, from http://www. statista.com
Statista (2018). Number of monthly active Facebook users worldwide as of 4th quarter 2017 (in millions). Retrieved February 15, 2018, from https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/
Statista(2018). Google`s ad revenue from 2001 to 2017 (in billion U.S. dollars). Retrieved April 2, 2018, from https://www.statista.com/statistics/266249/advertising-revenue-of-google/
Zenith (2017). Executive summary: Advertising Expenditure Forecasts March 2017. Retrieved October 20, 2017, from https://www.publicismedia.de/wp-content/uploads/2017/03/2017-03-27-aef-executive-summary.pdf |
