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| 題名: | 探討Youtuber業配影片內容行銷效益 – 以平衡理論分析
The effectiveness of sponsored video filmed by Youtuber – The Balance Theory perspective |
| 作者: | 盧奕勛
Lu, Yi-Shung |
| 貢獻者: | 鄭至甫
Jeng, Jyh-Fu
盧奕勛
Lu, Yi-Shung |
| 關鍵詞: | 網路紅人
內容行銷
平衡理論
涉入理論
Internet celebrity
Content marketing
Balance theory
Involve theory |
| 日期: | 2018 |
| 上傳時間: | 2018-08-27 15:10:11 (UTC+8) |
| 摘要: | 互聯網的發展讓資訊傳輸更為快速，網路資訊的傳輸也從文字演進到影
片，讓許多影音創作者有發展才能的舞台，將影音創作作品透過網路傳遞到訊
息接收者眼中。本研究探討於 Youtube 平台上活躍的網路紅人，或稱
「Youtuber」， Youtuber 是一群在自己的 Youtube 頻道上傳具有內容的影片，藉
此培養一群追隨者，當追隨者有一定數量後，有些 Youtuber 會有企業找上門與
之合作拍攝產品推銷影片，此類透過創造內容影片行銷的手法，稱之為內容行
銷。
內容行銷有別於以往文獻探討的推廣式行銷、代言人式行銷和置入型行
銷。傳統的推廣式行銷是將廣告內容強迫式的灌輸給消費者，而 Youtuber 的內
容行銷則是屬於集客式行銷，讓消費者選擇想要觀看的內容；Youtuber 的內容
行銷與代言人式行銷差異為，Youtuber 在廣告中負責大部分廣告創作，而以往
明星代言則是負責為產品的形象塑造，與廣告內容關聯性不如 Youtuber 的內容
行銷；置入型行銷通常有鮮明的劇情與角色，透過角色與產品關聯性的建立和
消費者對角色的擬社會化程度，達到態度上的轉移，但置入型行銷鮮少明確推
廣產品，與 Youtuber 內容行銷相異。
本研究認為，Youtuber 內容行銷屬於新型態的行銷方式，消費者觀看廣告
時，對 Youtuber 和 Youtuber 所生產的廣告內容產生相異態度會影響對產品的態
度，因此透過平衡理論建構新的架構，藉此探討 Youtuber 內容行銷之效益。本
研究發現當消費者對產品為高涉入時，消費者容易因為 Youtuber 態度而影響產
品態度；而消費者認為的廣告整體與產品關聯性亦對產品態度呈正比影響。
Internet information transmission and evolution from the text to the film, let
many video creators have a place to show their talent, the video works via the Internet
message to the receiver`s eyes. This study investigate on the people active on Youtube
called "Youtuber". Youtuber is a group of people who upload some content videos on
their own Youtube channels to appeal a group of followers. When the number of
followers get a certain amount, some enterprises will seek cooperation with the
Youtubers hoping them make content videos to promote the new product or service.
This type of advertising method, we called it "Content Marketing"
Content marketing is different from the previous literature on promotion
marketing, endorser marketing and placement marketing. The traditional promotion
marketing is to force the content of advertisements into consumers, while the content
marketing of Youtuber is to let consumers have the power to choose the content they
want to watch. The difference of Youtuber marketing and endorser marketing is the
Youtuber responsible for most of the ads in the advertisement creation, and previous
star endorsement is responsible for the image of the product shape. Placement
marketing usually have vivid stories and characters, through the establishment of the
character and product relevance, consumers will have the parasocial interaction to the
character and then have an attitude toward the product, but placement marketing
rarely promote products clearly.
This study argues that Youtuber content marketing is a new kind of marketing
method. When consumers watch the advertisement, the content of the ads which
produces from Youtubers and the Youtuber individual make different attitudes which
will influence attitude toward product. Through the balance theory, this study
construct the new architecture to discuss the benefits of Youtuber content marketing.
III
This study found that when consumers have high involvement in products, they are
more likely to be influenced by the attitude toward the Youtuber. And the relevance of
overall advertisement perceived by consumers and the product also have a positive
effect on the attitude toward to the product. |
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| 描述: | 碩士
國立政治大學
科技管理與智慧財產研究所
105364115 |
| 資料來源: | http://thesis.lib.nccu.edu.tw/record/#G1053641151 |
| 資料類型: | thesis |
| DOI: | 10.6814/THE.NCCU.TIIPM.016.2018.F08 |
| 顯示於類別: | [科技管理與智慧財產研究所] 學位論文
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