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题名:	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
贡献者:	鄭至甫 Jeng, Jyh-Fu 盧奕勛 Lu, Yi-Shung
关键词:	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
上传时间:	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
数据类型:	thesis
DOI:	10.6814/THE.NCCU.TIIPM.016.2018.F08
显示于类别:	[科技管理與智慧財產研究所] 學位論文

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