Instagram影響者行銷策略、影響者類型及廣告格式對廣告效果之影響

Abstract

影響者掌握的影響力與商機龐大，成為行銷與廣告產業的主流趨勢，是當今重要的數位廣告資源。然而，人們逐漸對影響者業配策略感到疲乏，導致社群廣告成本提高與廣告投放精準度下降，使得廣告商轉而採用更高效的影響者團購策略，是一新興影響者行銷策略。在挑選影響者類型時，近年相關從業者傾向與較為中小型影響者合作，在產品推廣上有較佳的效益。社群媒體的廣告格式也不斷推陳出新，限時動態的豐富功能特徵與樣式，更有助於提高廣告成功率。因此，本研究以Instagram影響者行銷為探討主軸，以了解何種影響者廣告會對消費者產生較佳的廣告效果，同時加入影響者可信度作為中介變項。本研究採2（影響者行銷策略：團購 vs. 業配）×2（影響者類型：奈米影響者 vs. 超級影響者）×2（廣告格式：限時動態 vs. 動態貼文）三因子組間實驗設計，探討其對消費者廣告效果（廣告態度、產品態度、購買意願）之影響，以及影響者可信度分別在影響者行銷策略、影響者類型與廣告效果（廣告態度、產品態度、購買意願）之間的中介效果。

研究結果顯示，（一）團購策略相較於業配策略會使消費者產生較佳的廣告效果；（二）奈米影響者相較於超級影響者會使消費者產生較佳的產品態度；（三）限時動態相較於動態貼文會使消費者產生較佳的廣告效果；（四）採用團購策略，限時動態相較於動態貼文，會使消費者產生較佳的購買意願；（五）採用團購策略，奈米影響者搭配限時動態相較於動態貼文，會使消費者產生較佳的廣告效果；（六）影響者可信度分別在影響者行銷策略與廣告態度、產品態度之間具有中介效果；（七）影響者可信度在影響者類型與任何廣告效果之間不存在中介效果。In today's digital marketing landscape, influencer marketing has become a mainstream trend with substantial commercial opportunities, representing a vital digital advertising resource. However, people are becoming fatigued with influencer sponsorship strategies, leading to increased costs in social media advertising and decreased precision in advertising targeting. This has prompted advertisers to adopt more efficient influencer online group buying strategies, representing a novel influencer marketing approach. When selecting influencer types, recent industry trends favor collaborations with smaller influencers, which have shown better results in product promotions. Additionally, social media advertising formats continue to evolve, with features and styles in ephemeral content showcasing rich functionalities, contributing to increased advertising success rates. Hence, this study focuses on influencer marketing to understand which influencer advertisements generate better advertising effects on consumers, while also incorporating influencers’ credibility as a mediating variable.This study adopted a two (influencer marketing strategy: online group buying vs. sponsorship) × two (social media influencer type: nano influencer vs. mega influencer) × two (advertising format: story vs. post) three-factor between-subjects experimental design to explore the effect of these three factors on advertising effects. Also, the study examined the mediating effects of influencers’ credibility on the relationships between influencer marketing strategy, influencer type, and dependent variables (advertising attitude, product attitude, and purchase intention).The study results showed that: (1) Compared with sponsorship strategy, the online group buying strategy generated more favorable advertising effects from consumers; (2) Compared with mega influencers, nano influencers result in better product attitude from consumers; (3) Compared with posts, stories generated more favorable advertising effects from consumers; (4) When adopting the online group buying strategy, pairing with stories leads to better purchase intention from consumers than posts; (5) When adopting the online group buying strategy, the nano influencer creates advertising content via stories, which will lead to better advertising effects; (6) Influencers’ credibility mediates the relationship between influencer marketing strategy and advertising attitude, product attitude; (7) Influencers’ credibility does not mediate the relationship between influencer type and any advertising effects.