資訊管理學報
郭英峰;田子弘;
頁: 455-483
日期: 2017/10
摘要: LINE為台灣最普及的即時通訊軟體應用程式，其貼圖更是吸引許多使用者的目光，因此企業紛紛在LINE上發行貼圖，但企業貼圖是否具有廣告效益，則值得加以探討。本研究從品牌置入程度以及與品牌形象一致性的角度，來探討何種的貼圖類型能夠獲得有效的廣告效果。本研究針對LINE的使用者進行線上實驗與問卷調查，共取得624筆有效樣本，並以單因子多變量分析（One-Way MANOVA）進行分析。研究結果顯示，LINE的企業貼圖對於企業而言具有廣告效益，而貼圖類型則以品牌置入程度高以及與品牌形象一致性高之貼圖類型的廣告效果最佳。本研究釐清了在LINE的使用情境下，何種貼圖類型有著較佳的廣告效果，也在廣告設計、廣告效果、以及行動廣告的研究上，提供一個全新的方向。
關鍵字: LINE貼圖;廣告效果;品牌置入;品牌形象一致性;
Abstract: Purpose-LINE is the most popular messaging app in Taiwan and its stickers attract many users' eyes. Thus, many enterprises release their own stickers on LINE gradually. It's worthy to explore whether enterprises stickers could achieve advertising effectiveness. In this study, we explore which enterprise sticker type of LINE will have more advertising effectiveness from the perspectives of brand placement and brand image consistency. Design/methodology/approach-Using a sample of LINE users in Taiwan, we collected 624 valid samples and the data were analyzed using One-Way MANOVA. Findings-The analytical results show that enterprise stickers of LINE have advertising effectiveness, and sticker type which is designed with high brand placement and high brand image consistency has the best advertising effectiveness. Research limitations/implications-The cross-sectional survey approach used in this study might not fully capture the long term behavior of LINE users. Practical implications-Sticker designers of enterprises can refer to our findings to design enterprise stickers for LINE. Originality/value - This study provides a new research direction toward advertising design, advertising effectiveness, and mobile advertisement.
Keywords: LINE stickers;advertising effectiveness;brand placement;brand image consistency;
瀏覽次數: 10146 下載次數: 489
引用 導入Endnote
頁: 455-483
日期: 2017/10
摘要: LINE為台灣最普及的即時通訊軟體應用程式，其貼圖更是吸引許多使用者的目光，因此企業紛紛在LINE上發行貼圖，但企業貼圖是否具有廣告效益，則值得加以探討。本研究從品牌置入程度以及與品牌形象一致性的角度，來探討何種的貼圖類型能夠獲得有效的廣告效果。本研究針對LINE的使用者進行線上實驗與問卷調查，共取得624筆有效樣本，並以單因子多變量分析（One-Way MANOVA）進行分析。研究結果顯示，LINE的企業貼圖對於企業而言具有廣告效益，而貼圖類型則以品牌置入程度高以及與品牌形象一致性高之貼圖類型的廣告效果最佳。本研究釐清了在LINE的使用情境下，何種貼圖類型有著較佳的廣告效果，也在廣告設計、廣告效果、以及行動廣告的研究上，提供一個全新的方向。
關鍵字: LINE貼圖;廣告效果;品牌置入;品牌形象一致性;
The Advertising Effectiveness of Enterprise Stickers Types for LINE
Abstract: Purpose-LINE is the most popular messaging app in Taiwan and its stickers attract many users' eyes. Thus, many enterprises release their own stickers on LINE gradually. It's worthy to explore whether enterprises stickers could achieve advertising effectiveness. In this study, we explore which enterprise sticker type of LINE will have more advertising effectiveness from the perspectives of brand placement and brand image consistency. Design/methodology/approach-Using a sample of LINE users in Taiwan, we collected 624 valid samples and the data were analyzed using One-Way MANOVA. Findings-The analytical results show that enterprise stickers of LINE have advertising effectiveness, and sticker type which is designed with high brand placement and high brand image consistency has the best advertising effectiveness. Research limitations/implications-The cross-sectional survey approach used in this study might not fully capture the long term behavior of LINE users. Practical implications-Sticker designers of enterprises can refer to our findings to design enterprise stickers for LINE. Originality/value - This study provides a new research direction toward advertising design, advertising effectiveness, and mobile advertisement.
Keywords: LINE stickers;advertising effectiveness;brand placement;brand image consistency;
瀏覽次數: 10146 下載次數: 489
引用 導入Endnote