敘事結構、產品名稱置入以及使用人稱代名詞對於品牌社群貼文溝通效果之影響

Abstract

過去於行銷領域的相關研究中，對於故事型廣告的操作方式以及有效性有著極 多的著墨，以學者 Escalas為首，故事型廣告的敘事架構、使用人稱、產品置入、 心裡模擬狀態以及運輸效果等相關研究，皆讓故事型廣告更為人所知所用。隨著 科技的發展與網路的普及，社群媒體成為現今品牌行銷不可或缺的管道，以社群 為精髓的網絡平台，更是品牌說故事的完美媒介。然而，過去針對故事型廣告的 研究多為針對傳統媒體，如電視廣告、報章雜誌等，因此，本研究希望能透過田 野實驗的方式，實際將過去針對故事型廣告的論點，操作於品牌的社群媒體上， 並進一步了解，在社群媒體上，故事型廣告是否和在傳統媒體上有同樣的廣告溝 通效果。

本研究將故事型廣告以及社群媒體特徵統整成三個要素:1. 敘事架構(有無故 事性)2. 使用人稱代名詞 (你/小編) 3. 產品置入位置(將產品名稱置入於貼文 故事之中/將產品名稱置入於貼文故事結束之後)，並排列組合不同因子可能產生 的情境，撰寫出八篇不同情境的貼文，並收集發佈七天之間的總按讚數、曝光次 數以及觸及人數，以迴歸分析之方式分析各項要素的適配性。本研究之主要研究 結論如下: 一、 當貼文之敘事架構具有高故事性時，貼文效果較佳 二、當貼文之使用人稱為「你」時，貼文效果較佳 三、當貼文之產品置入位置為文末時，貼文效果較佳In the past decade, there is a lot of research focus on the effectiveness of story-based advertising, led by scholar Escalas, the narrative structure of story-based advertising, personal pronouns, product placement, mental simulation and transportation effects. Related research has made story-based advertising more widely known. With the development of technology and the popularity of the Internet, social media has become an indispensable channel for brand marketing today. The community-based network platform is the perfect medium for brands. However, in the past, research on story-based advertisements was mostly directed at traditional media, such as TV commercials, newspapers and magazines. Therefore, this study hopes to actually use the field experiment method to manipulate the arguments for story-based advertising in the past. In social media, whether story-based advertising has the same advertising communication effect as in traditional media. This study integrates story-based advertising and social media features into three elements: 1. Narrative structure 2. Using personal pronouns 3. Product placement, and arrange the situations that may be generated by combining different factors, compose eight different contextual posts, and collect post data for seven days. The main findings of this study are as follows: 1. When the narrative structure of the post is a story, the post effect is better. 2. When the user of the post is "you", the post effect is better. 3. When the product of the post is placed at the end of the text, the post effect is better.