Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/142183
|
| Title: | Instagram按讚數被隱藏將有何影響？檢驗Instagram按讚數與廣告揭露對泰國微型網紅在廣告效果上的影響
What happens when Instagram likes are gone? Examining the impact of Instagram likes and advertising disclosures on micro-influencer advertising effectiveness in Thailand |
| Authors: | 麗美梅
Paisatchayakul, Napat |
| Contributors: | 林芝璇
Lin Jhih-Syuan
麗美梅
Napat Paisatchayakul |
| Keywords: | 在Instagram的按讚數
廣告揭發
認知信賴度
認知真實性
微型網紅
廣告效果
從眾效應
賦能理論
說服知識模型
“Like” counts on Instagram
Advertising disclosure
Perceived source credibility
Perceived authenticity
Micro-influencer
Advertising effectiveness
Bandwagon effect
Affordance theory
Persuasion knowledge model |
| Date: | 2022 |
| Issue Date: | 2022-10-05 09:29:36 (UTC+8) |
| Abstract: | 摘要
Instagram 推出了一項功能，允許用戶在貼文中隱藏「按讚」的數目，這個新現象對消費者的影響至關重要。本研究以從眾效應 (Bandwagon Effect)、賦能理論 (Affordance Theory)、說服知識模型 (Persuasion Knowledge Model)探討在Instagram中按讚數對微型網紅於廣告效果上的影響，包含專業性、信賴度、吸引力和真實性。此外，本研究探討Instagram上的按讚數和廣告揭露對消費者認知的影響。本研究進一步探究消費者認知如何影響廣告效果，包括對於贊助貼文的態度、對品牌的態度和購買意願。
本研究以2×2架構 (「按讚」的數目：顯示vs. 隱藏 × 贊助揭露：顯示vs. 隱藏) 進行實驗設計，並提出假設。總計有342位女性 Instagram 用戶參與研究，有效樣本為225份。研究結果顯示，Instagram 上的按讚數、廣告揭露和其交互作用並未顯著影響參與者對微型網紅的認知。此外，研究結果顯示，參與者對贊助貼文的態度和對品牌的態度取決於對微型網紅的信賴度、吸引力和真實性，而不是專業性。當微型網紅的吸引力和真實性增加時，參與者的購買意願可能隨之增加。然而，專業性和信賴度對購買意願沒有顯著的影響。最後，本研究綜合研究結果提出理論與實務意涵，並對後續研究者提出建議。
ABSTRACT
Instagram has introduced the feature that allows users to hide “Like” counts on their feeds. It is, therefore, considered crucial to comprehend the effect of this newly emerged phenomenon on consumers. Based on the bandwagon effect, affordance theory, and persuasion knowledge model, the present study examined the effect of Instagram “Like” counts on consumer perceptions of micro-influencers, including perceived expertise, perceived trustworthiness, perceived attractiveness, and perceived authenticity. The interaction effect between Instagram “Like” counts and advertising disclosure on consumer perceptions were also examined. This study further investigated how consumer perceptions impact advertising effectiveness in terms of attitude toward the sponsored post, attitude toward the brand, and purchase intention.
A 2 (“Like” visibility: presence vs. absence) × 2 (advertising disclosure: presence vs. absence) between-subject experimental design was conducted to test the proposed hypotheses. A total of 342 female Instagram users participated in the current study, while 225 responses were retained for data analysis. The results suggested that “Like” counts on Instagram, advertising disclosure, and the interaction effect did not significantly influence participants’ perceptions of the micro-influencer. In addition, the results revealed that participant’s attitude toward the sponsored post and attitude toward the brand were significantly determined by perceived trustworthiness, attractiveness, and authenticity of the micro-influencer, but not by perceived expertise. Participant’s purchase intention was likely to increase when perceived attractiveness and authenticity of the micro-influencer increased. However, perceived expertise and trustworthiness had no significant effect on purchase intention. Theoretical and practical implications as well as the direction for future research are discussed. |
| Reference: | References
Abidin, C. (2015). Communicative intimacies: Influencers and perceived interconnectedness. Ada: A Journal of Gender, New Media, and Technology, 8, 1– 16. https://doi.org/10.7264/N3MW2FFG
Abidin, C., & Ots, M. (2016). Influencers Tell All? Unravelling Authenticity and Credibility in a Brand Scandal. In M. Edström, A. T. Kenyon, & E. M. Svensson (Eds.), Blurring the Lines: Market-Driven and Democracy-Driven Freedom of Expression (pp. 153– 161). Nordicom.
Agrawal, A.J. (2016, December 27). Why Influencer Marketing Will Explode in 2017. Forbes, Retrieved from https://www.forbes.com/sites/ajagrawal/2016/12/27/why-influencer-marketing-will-explode-in-2017/?sh=1bd9a44d20a9
Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness. International Journal of Advertising, 27(2), 209– 234. https://doi.org/10.1080/02650487.2008.11073052
Ananda, A. F., & Wandebori, H. (2016). The Impact of Drugstore Makeup Product Reviews by Beauty Vlogger on YouTube Towards Purchase Intention by Undergraduate Students in Indonesia. In International Conference on Ethics of Business, Economics, and Social Science (ICMES 2016). Lancaster, PA; DEStech Publications, Inc.
Andrews, J. C., & Shimp, T. A. (1990). Effects of involvement, argument strength, and source characteristics on central and peripheral processing of advertising. Psychology & Marketing, 7(3), 195–214. https://doi.org/10.1002/mar.4220070305
AnyMind Group. (2020, July 16). Social Media Influencer Marketing in Thailand. AnyMind. Retrieved from https://anymindgroup.com/news/blog/7149
Association of National Advertisers. (2018). Survey Report: How ANA Members Are Using Influencer Marketing. Retrieved from https://www.ana.net/getfile/26389
Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23, 57– 61.
Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2018). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557– 569. https://doi.org/10.1016/j.jbusres.2018.07.008
Babbie, E. R. (2014). The basics of social research. Sixth edition. Belmont, CA: Wadsworth, Cengage Learning.
Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and the attitude–behavior relationship. Journal of Personality and Social Psychology, 37(6), 913– 929. https://doi.org/10.1037/0022-3514.37.6.913
Baker, W. E., & Lutz, R. J. (2000). An empirical test of an updated relevance-accessibility model of advertising effectiveness. Journal of Advertising, 29(1), 1– 14. https://doi.org/10.1080/00913367.2000.10673599
Bauer, R. A., & Greyser, S. A. (1968). Advertising in America: The Consumer View. Division of Research, Graduate School of Business Administration, Harvard University.
Beckert, J., Koch, T., Viererbl, B., Denner, N., & Peter, C. (2020). Advertising in disguise? How disclosure and content features influence the effects of native advertising. Communications, 45(3), 303-324. https://doi:10.1515/commun-1019-0116
Belch, G. E. (1981). An examination of comparative and noncomparative television commercials: The effects of claim variation and repetition on cognitive response and message acceptance. Journal of Marketing Research, 18(3), 333– 349. https://doi.org/10.1177/002224378101800307
Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642– 663. https://doi.org/10.1080/02650487.2015.1137537
Beverland, M. B., Lindgreen, A., & Vink, M. W. (2008). Projecting authenticity through advertising: Consumer judgments of advertisers’ claims. Journal of Advertising, 37(1), 5– 15. https://doi.org/10.2753/joa0091-3367370101
Beverland, M., & Luxton, S. (2005). Managing integrated marketing communication (IMC) through strategic decoupling: How luxury wine firms retain brand leadership while appearing to be wedded to the past. Journal of Advertising, 34(4), 103– 116. https://doi.org/10.1080/00913367.2005.10639207
Biehal, G., Stephens, D., & Curio, E. (1992). Attitude toward the ad and brand choice. Journal of Advertising, 21(3), 19– 36. https://doi.org/10.1080/00913367.1992.10673373
Boddewyn, J. J., & Marton, K. (1978). Comparison Advertising: A Worldwide Study. Hastings House.
Boduch, R. D. (1999). Great Headlines Instantly.
Boerman, S. C. (2020). The effects of the standardized Instagram disclosure for micro and meso-influencers. Computers in Human Behavior, 103, 199– 207. https://doi.org/10.1016/j.chb.2019.09.015
Bower, A., & Landreth, S. (2001). Is Beauty Best? Highly versus Normally Attractive Models in Advertising. Journal Of Advertising, 30(1), 1-12. https://doi.org/10.1080/00913367.2001.10673627
Brosius, H. B., Donsbach, W., & Birk, M. (1996). How do text‐picture relations affect the informational effectiveness of television newscasts? Journal of Broadcasting & Electronic Media, 40(2), 180– 195. https://doi.org/10.1080/08838159609364343
Broadcasting Consumer Protection Bureau. (2021). Know the media, know your own right. Retrieved from http://bcp.nbtc.go.th/uploads/items/attachments/8cb22bdd0b7ba1ab13d742e22eed8da2/_e8d338f8593d65afbd22fe3629e8a3b7.pdf
Brown, S., Kozinets, R. V., & Sherry, J. F. (2003). Teaching old brands new tricks: Retro branding and the revival of brand meaning. Journal of Marketing, 67(3), 19– 33. https://doi.org/10.1509/jmkg.67.3.19.18657
Burton, S., Garretson, J. A., & Velliquette, A. M. (1999). Implications of accurate usage of nutrition facts panel information for food product evaluations and purchase intentions. Journal of the Academy of Marketing Science, 27(4), 470-480. doi:10.1177/0092070399274006
Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469– 479. https://doi.org/10.1016/j.bushor.2020.03.003
Campbell, C., & Grimm, P. E. (2018). The challenges native advertising poses: Exploring potential Federal Trade Commission responses and identifying research needs. Journal of Public Policy & Marketing, 38(1), 110– 123. https://doi.org/10.1177/0743915618818576
Carter, D. (2016). Hustle and brand: The sociotechnical shaping of influence. Social Media + Society, 2(3). https://doi.org/10.1177/2056305116666305
Campbell, S. (2022, April 26). How many influencers are there on Instagram in 2022? Retrieved from https://thesmallbusinessblog.net/how-many-influencers-are-there-on-instagram/
Cavender, E. (2022, February 8). How to hide likes on Instagram. Mashable. Retrieved from https://mashable.com/article/how-to-hide-likes-on-instagram
CBC Kids News (2021, June 17). POLL — Number of likes is back on Instagram. Will you show or hide them? CBC Kids News. Retrieved from https://www.cbc.ca/kidsnews/post/poll-number-of-likes-is-back-on-instagram.-will-you-show-or-hide-them
Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752–766. https://doi.org/10.1037/0022-3514.39.5.752
Chalmers, T. D., & Price, L. L. (2009). Perceptions of authenticity in advertisements: Negotiating the inauthentic. ACR North American Advances, 36, 72– 75.
Chen, S., Duckworth, K., & Chaiken, S. (1999). Motivated heuristic and systematic processing. Psychological Inquiry, 10(1), 44– 49. https://doi.org/10.1207/s15327965pli1001_6
Choo, T. H. (1964). Communicator credibility and communication discrepancy as determinants of opinion change. The Journal of Social Psychology, 64(1), 65– 76. https://doi.org/10.1080/00224545.1964.9919544
Clow, K. E., James, K. E., Kranenburg, K. E., & Berry, C. T. (2006). The relationship of the visual element of an advertisement to service quality expectations and source credibility. Journal of Services Marketing, 20(6), 404– 411. https://doi.org/10.1108/08876040610691293
Constine, J. (2019, November 14). Instagram tests hiding Like counts globally. TechCrunch. Retrieved from https://techcrunch.com/2019/11/14/instagram-private-like-counts
Cooke, S. (2021, May 20). Trust in Influencers Isn’t High, but Gen Z Is Still Buying Their Products. CivicScience. Retrieved from https://civicscience.com/trust-in-influencers-isnt-high-but-gen-z-is-still-buying-their-products
Cornelis, E., & Peter, P. C. (2017). The real campaign: The role of authenticity in the effectiveness of advertising disclaimers in digitally enhanced images. Journal of Business Research, 77, 102– 112. https://doi.org/10.1016/j.jbusres.2017.03.018
Craig, C. S., & McCann, J. M. (1978). Assessing communication effects on energy conservation. Journal of Consumer Research, 5(2), 82– 88. https://doi.org/10.1086/208718
Criddle, C. (2021, May 26). Instagram lets users hide likes to reduce social media pressure. BBC News. Retrieved from https://www.bbc.com/news/technology-57254488
Danaher, P. J. (2017). Advertising Effectiveness and Media Exposure. In B. Wierenga & R. van der Lans (Eds.), Handbook of Marketing Decision Models (2nd ed., pp. 463– 481). Springer.
De Jans, S., & Hudders, L. (2020). Disclosure of Vlog Advertising Targeted to Children. Journal of Interactive Marketing, 52, 1-19. https://doi:10.1016/j.intmar.2020.03.003
De Jans, S., Van de Sompel, D., De Veirman, M., & Hudders, L. (2020). #Sponsored! How the recognition of sponsoring on Instagram posts affects adolescents’ brand evaluations through source evaluations. Computers in Human Behavior, 109, 106342. https://doi.org/10.1016/j.chb.2020.106342
Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. The Journal of Abnormal and Social Psychology, 51(3), 629–636. https://doi.org/10.1037/h0046408
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798– 828. https://doi.org/10.1080/02650487.2017.1348035
de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83– 91. https://doi.org/10.1016/j.intmar.2012.01.003
Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), 101765. https://doi.org/10.1016/j.pubrev.2019.03.002
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68(C), 1– 7. https://doi.org/10.1016/j.chb.2016.11.009
Duffy, B. E. (2017). (Not) Getting Paid to Do What You Love: Gender, Social Media, and Aspirational Work. Yale University Press.
Eagly, A. H., & Chaiken, S. (1993). The Psychology of Attitudes (1st ed.). Harcourt Brace Javanovich.
Edell, J. A., & Burke, M. C. (1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14(3), 421– 433. https://doi.org/10.1086/209124
Editor. (2019). What is a micro-influencer? Micro-influencer trend analysis: Why it’s one of the hot marketing strategies. Retrieved from https://marketeeronline.co/archives/90923
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291– 314. https://doi.org/10.1362/026725799784870379
Evans, S. K., Pearce, K. E., Vitak, J., & Treem, J. W. (2016). Explicating affordances: A conceptual framework for understanding affordances in communication research. Journal of Computer-Mediated Communication, 22(1), 35– 52. https://doi.org/10.1111/jcc4.12180
Evans, N., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent. Journal of Interactive Advertising, 17. https://doi:10.1080/15252019.2017.1366885
Federal Trade Commission. (2019, November 5). FTC Releases Advertising Disclosures Guidance for Online Influencers. Retrieved from https://www.ftc.gov/news-events/news/press-releases/2019/11/ftc-releases-advertising-disclosures-guidance-online-influencers
Fishbein, M. (Ed.). (1967). Readings in Attitude Theory and Measurement. John Wiley & Sons, Inc.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90– 92. https://doi.org/10.1016/j.pubrev.2010.11.001
Friedman, H. H., Termini, S., & Washington, R. (1976). The effectiveness of advertisements utilizing four types of endorsers. Journal of Advertising, 5(3), 22– 24. https://doi.org/10.1080/00913367.1976.10672647
Friestad, M., & Wright, P. (1994). The Persuasion Knowledge Model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1-31. https://doi.org/10.1086/209380
Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in branding – exploring antecedents and consequences of Brand Authenticity. European Journal of Marketing, 51(2), 324– 348. https://doi.org/10.1108/ejm-10-2014-0633
Fu, W. W., & Sim, C. C. (2011). Aggregate bandwagon effect on online videos’ viewership: Value uncertainty, popularity cues, and heuristics. Journal of the American Society for Information Science and Technology, 62(12), 2382– 2395. https://doi.org/10.1002/asi.21641
Garcia, M. R., & Stark, P. (1991). Eyes on the News. (E. Miller, Ed.). Poynter Institute for Media Studies.
George, D., & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference. 11.0 update (4th ed.). Boston: Allyn & Bacon.
Geyser, W. (2022). What is influencer marketing? – The ultimate guide for 2022. Influencer Marketing Hub. Retrieved from https://influencermarketinghub.com/influencer-marketing
Gibson, J. J. (1977). The Theory of Affordances. In R. Shaw & J. Bransford (Eds.), Perceiving, Acting and Knowing: Toward an Ecological Psychology (1st ed., Vol. 27, pp. 67– 82). Lawrence Erlbaum Associates, Inc.
Giles, D. C. (2017). How do fan and celebrity identities become established on Twitter? A study of ‘social media natives’ and their followers. Celebrity Studies, 8(3), 445– 460. https://doi.org/10.1080/19392397.2017.1305911
Goldberg, M. E. & Hartwick, J. (1990). The effects of advertiser reputation and extremity of advertising claim on advertising effectiveness. Journal of Consumer Research, 17(2), 172– 179. https://doi.org/10.1086/208547
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The influence of corporate credibility on consumer attitudes and purchase intent. Corporate Reputation Review, 3(4), 304– 318. https://doi.org/10.1057/palgrave.crr.1540122
Granjon, V., & Benedic, R. (2017). Instagram’s Social Media Influencers: A Study of Online Popularity from Source Credibility to Brand Attitude (thesis).
Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296– 312. https://doi.org/10.1086/422109
GWI. (2021). Social Media Use by Generation. Retrieved from https://www.gwi.com/reports/social-media-across-generations
Hair, J. F. (2010). Multivariate data analysis: A global perspective. Upper Saddle River, N.J: Pearson Education.
Han, H., Yi, J., Jun, S. & Ahn, S. (2021). How do followers infer the motives behind an influencer`s advertising disclosures?. Asia Pacific Journal of Marketing and Logistics, 33(5), 1159-1174. https://doi.org/10.1108/APJML-06-2019-0397
Harmon, R. R., & Coney, K. A. (1982). The persuasive effects of source credibility in buy and lease situations. Journal of Marketing Research, 19(2), 255– 260. https://doi.org/10.1177/002224378201900209
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York, NY, US: Guilford Press.
Herbig, P., & Milewicz, J. (1996). To be or not to be… credible that is: A model of reputation and credibility among competing firms. Corporate Communications: An International Journal, 1(2), 19– 29. https://doi.org/10.1108/eb046526
Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404– 420. https://doi.org/10.1086/209123
Homer, P. M., & Yoon, S. G. (1992). Message framing and the interrelationships among ad-based feelings, affect, and cognition. Journal of Advertising, 21(1), 19– 33. https://doi.org/10.1080/00913367.1992.10673357
Homer, P.M., & Kahle, L. (1990). Source Expertise, Time of Source Identification, and Involvement in Persuasion: An Elaborative Processing Perspective. Journal of Advertising. 19. 30-39. 10.1080/00913367.1990.10673178.
Horai, J., Naccari, N., & Fatoullah, E. (1974). The effects of expertise and physical attractiveness upon opinion agreement and liking. Sociometry, 37(4), 601– 606. https://doi.org/10.2307/2786431
Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635– 650. https://doi.org/10.1086/266350
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and Persuasion: Psychological Studies of Opinion Change. Yale University Press.
Howell, T. (2017). High involvement vs low involvement decision-making. [Online].
Available at: https://www.echelonmarketing.com.au/high-vs-low-involvement-decision-
making/
Howell, T. (2017). High involvement vs low involvement decision-making. [Online].
Available at: https://www.echelonmarketing.com.au/high-vs-low-involvement-decision-
making/
Howell, T. (2017). High involvement vs low involvement decision-making. Retrieved from https://www.echelonmarketing.com.au/high-vs-low-involvement-decision-making/
Ilicic, J., & Webster, C. M. (2016). Being true to oneself: Investigating celebrity brand authenticity. Psychology & Marketing, 33(6), 410– 420. https://doi.org/10.1002/mar.20887
Influencer Marketing Hub. (2022, February 14). Key Influencer Marketing Statistics You Need to Know for 2022. Retrieved from https://influencermarketinghub.com/influencer-marketing-statistics/
InfoQuest. (2022, January 4). Thai Media Landscape 2022: Influencer. Retrieved from https://www.infoquest.co.th/thailand-media-landscape-2022/influencer
Instagram. (2017). Branded content on Instagram. Retrieved from https://help.instagram.com/116947042301556?cms_id=116947042301556&maybe_redirect_pol=true&published_only=true&force_new_ighc=false
Insider Intelligence. (2021a, January 6). Influencer Marketing: Social Media Influencer Market Stats and Research for 2021. Retrieved from https://www.businessinsider.com/influencer-marketing-report?r=US&IR=T
Insider Intelligence. (2021b, April 20). Which Social Media Platforms Are US Marketers Planning to Use for Influencer Marketing? Retrieved from https://www.emarketer.com/chart/246776/which-social-media-platforms-us-marketers-planning-use-influencer-marketing-of-respondents-dec-2019-vs-march-2021
Jaturongkakul, A. (2000). Consumer Behavior. (6th ed). Bangkok: Thammasat University.
Jhally, S. (2003). Image-Based Culture: Advertising and Popular Culture. In G. Dines & J. M. Humez (Eds.), Gender, Race, and Class in Media: A Text-Reader (2nd ed., pp. 249– 257). SAGE Publications, Inc.
Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of Twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2), 181– 195. https://doi.org/10.1080/00913367.2013.827606
John, L. (1979), Questioning the Concept of Involvement Defined Product Classes, in NA. Advances in Consumer Research: Association for Consumer Research, 6, 174-179.
Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954– 961. https://doi.org/10.1086/209029
Kapitan, S., & Silvera, D. H. (2015). From digital media influencers to celebrity endorsers: Attributions drive endorser effectiveness. Marketing Letters: A Journal of Research in Marketing, 27(3), 553– 567. https://doi.org/10.1007/s11002-015-9363-0
Kemp, S. (2018, January 30). Digital 2018: Global Digital Overview. DataReportal. Retrieved from https://datareportal.com/reports/digital-2018-global-digital-overview
Kemp, S. (2022a, January 26). Digital 2022: Time Spent Using Connected Tech Continues to Rise. DataReportal. Retrieved from https://datareportal.com/reports/digital-2022-time-spent-with-connected-tech
Kemp, S. (2022b, February 15). Digital 2022: Thailand. DataReportal. Retrieved from https://datareportal.com/reports/digital-2022-thailand
Kemp, S. (2022c, February 28). Instagram Stats and Trends. DataReportal. Retrieved from https://datareportal.com/essential-instagram-stats
Kepios. (2022). Global Social Media Stats. DataReportal. Retrieved from https://datareportal.com/social-media-users
Khamis, S., Ang, L., & Welling, R. (2016). Self-branding, ‘micro-celebrity’ and the rise of social media influencers. Celebrity Studies, 8(2), 191– 208. https://doi.org/10.1080/19392397.2016.1218292
Kim, Y.J. & Kim, B.Y. (2020). The Purchase Motivations and Continuous Use Intention of Online Subscription Services. International Journal of Management, 11(11), 196-207. https://ssrn.com/abstract=3746962
Kirmani, A., & Zeithaml, V. (1993). Advertising, Perceived Quality, and Brand Image. In D. A. Aaker & A. L. Biel (Eds.), Brand Equity & Advertising: Advertising’s role in Building Strong Brands (1st ed., pp. 143– 161). Lawrence Erlbaum Associates, Inc.
Knoll, L. J., Leung, J. T., Foulkes, L., & Blakemore, S. J. (2017). Age-related differences in social influence on risk perception depend on the direction of influence. Journal of Adolescence, 60(1), 53– 63. https://doi.org/10.1016/j.adolescence.2017.07.002
Kotler, P. (2000). Marketing Management: The Millennium Edition (10th ed.). Prentice Hall.
Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of Business Research, 44(2), 109– 116. https://doi.org/10.1016/s0148-2963(98)00002-2
Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002). The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3), 1– 11. https://doi.org/10.1080/10696679.2002.11501916
Later (2017, October 15). Everything You Need to Know About Instagram’s New Paid Partnership Feature. Later Blog. Retrieved from https://later.com/blog/paid-partnership-feature/
Lawrance, D. (2020, January 30). Selena Gomez drops to fourth on Instagram’s most followed celebrities list. Daily Mail Online. Retrieved from https://www.dailymail.co.uk/tvshowbiz/article-7949267/Selena-Gomez-drops-FOURTH-Instagrams-followed-celebrities-list.html
Lee, S., Atkinson, L., & Sung, Y. H. (2020). Online bandwagon effects: Quantitative versus qualitative cues in online comments sections. New Media & Society, 24(3), 580– 599. https://doi.org/10.1177/1461444820965187
Lertsudvichai. (2019, March 26) What is paid partnership and why it is important for brand and influencer. Retrieved from https://digitalmarketingwow.com/2019/03/26/paid-partnership-%E0%B8%84%E0%B8%B7%E0%B8%AD%E0%B8%AD%E0%B8%B0%E0%B9%84%E0%B8%A3/
Levine, S. V., & Salter, N. E. (1976). Youth and contemporary religious movements: Psychosocial findings. Canadian Psychiatric Association Journal, 21(6), 411– 420. https://doi.org/10.1177/070674377602100609
Lin, H. C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business Horizons, 61(3), 431– 442. https://doi.org/10.1016/j.bushor.2018.01.010
Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self‐congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, 46(7 / 8), 922– 937. https://doi.org/10.1108/03090561211230098
Liu, W.Y. & Lin, C.C. & Lee, Y. S. & Deng, D. J. (2013). On gender differences in consumer behavior for online financial transaction of cosmetics. Mathematical and Computer Modelling. 58. 238–253. https://doi.org/10.1016/j.mcm.2012.08.010.
Longobardi, C., Settanni, M., Fabris, M. A., & Marengo, D. (2020). Follow or be followed: Exploring the links between Instagram popularity, social media addiction, cyber victimization, and subjective happiness in Italian adolescents. Children and Youth Services Review, 113, 104955. https://doi.org/10.1016/j.childyouth.2020.104955
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58– 73. https://doi.org/10.1080/15252019.2018.1533501
Lou, C. (2022). Social media influencers and followers: Theorization of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising, 51(1), 4-21.
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48– 65. https://doi.org/10.2307/1251413
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130– 143. https://doi.org/10.1177/002224378602300205
MacMillan, A. (2017, May 25). Why Instagram Is the Worst Social Media for Mental Health. Time. Retrieved from https://time.com/4793331/instagram-social-media-mental-health
Martin, C. L. (1998). Relationship marketing: a high-involvement product attribute approach. The Journal of Product and Brand Management, 6-26.
Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public Culture, 27(1 (75) ), 137– 160. https://doi.org/10.1215/08992363-2798379
Mattson, M. (2005). A review of: Perloff, R. M. (2003). “The dynamics of persuasion: Communication and attitudes in the 21st Century (2nd ed.).” Journal of Health Communication, 10(6), 581– 588. https://doi.org/10.1080/10810730500228987
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310– 321. https://doi.org/10.1086/209217
McGinnies, E., & Ward, C. D. (1980). Better liked than right: Trustworthiness and expertise as factors in credibility. Personality and Social Psychology Bulletin, 6(3), 467– 472. https://doi.org/10.1177/014616728063023
McGuire, W. J. (1969). The nature of attitudes and attitude change. In G. Lindzey & E. Aronson (Eds.), The Handbook of Social Psychology: The Individual in a Social Context (2nd ed., Vol. 3, pp. 136– 314). Addison Wesley.
McLeod, K. (1999). Authenticity within hip-hop and other cultures threatened with assimilation. Journal of Communication, 49(4), 134– 150. https://doi.org/10.1111/j.1460-2466.1999.tb02821.x
Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40(3), 67– 72. https://doi.org/10.2501/jar-40-3-67-72
Metzger, M. J., Flanagin, A. J., & Medders, R. B. (2010). Social and heuristic approaches to credibility evaluation online. Journal of Communication, 60(3), 413– 439. https://doi.org/10.1111/j.1460-2466.2010.01488.x
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318– 332. https://doi.org/10.2307/3150973
Molleda, J. C. (2010). Authenticity and the construct’s dimensions in public relations and Communication Research. Journal of Communication Management, 14(3), 223– 236. https://doi.org/10.1108/13632541011064508
Molleda, J. C., & Roberts, M. (2008). The value of “authenticity” in “global” strategic communication: The New Juan Valdez Campaign. International Journal of Strategic Communication, 2(3), 154– 174. https://doi.org/10.1080/15531180802178679
Naderer, B., Matthes, J., & Schäfer, S. (2021). Effects of disclosing ads on Instagram: the moderating impact of similarity to the influencer. International Journal of Advertising, 40, 686-707. https://doi:10.1080/02650487.2021.1930939
National Statistical Office Thailand (2021). Key Statistical Data. Retrieved from http://www.nso.go.th/sites/2014en
NBC Los Angeles (2021). Instagram, Facebook Will Now Let You Hide ‘Like` Counts on Posts. Retrieved from https://www.nbclosangeles.com/news/national-international/instagram-facebook-will-now-let-you-hide-like-counts-on-posts/2604354/#:~:text=Instagram%2C%20which%20is%20owned%20by,Android%20and%20pick%20your%20alerts.
Newberry, C. (2021, August 10). Influencer Marketing Guide: How to Work with Influencers. Hootsuite. Retrieved from https://blog.hootsuite.com/influencer-marketing
Neyens, E. & Smits, T. & Boyland, E. (2017). Transferring game attitudes to the brand: Persuasion from age 6 to 14. International Journal of Advertising. 36. 724-742. https://doi:10.1080/02650487.2017.1349029.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39– 52. https://doi.org/10.1080/00913367.1990.10673191
Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46– 54.
O’Keefe, D. J. (2002). Persuasion: Theory & Research (2nd ed.). SAGE Publications, Inc.
Ostrom, T. M. (1969). The relationship between the affective, behavioral, and cognitive components of attitude. Journal of Experimental Social Psychology, 5(1), 12– 30. https://doi.org/10.1016/0022-1031(69)90003-1
Petty, R. E., & Cacioppo, J. T. (1979). Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. Journal of Personality and Social Psychology, 37(10), 1915–1926. https://doi.org/10.1037/0022-3514.37.10.1915
Petty, R. E., Cacioppo, J. T., & Goldman, R. (1981). Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology. 41. 847-855. https://doi.org/10.1037/0022-3514.41.5.847.
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135–146. https://doi.org/10.1086/208954
Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. Advances in Experimental Social Psychology. 19. 123-205. 10.1016/S0065-2601(08)60214-2.
Phelps, J. E., & Hoy, M. G. (1996). The Aad Ab PI relationship in children: The impact of brand familiarity and measurement timing. Psychology & Marketing, 13(1), 77– 105. https://doi.org/10.1002/(sici)1520-6793(199601)13:13.0.co;2-m
Pornpitakpan, C. (2004). The effect of celebrity endorsers’ perceived credibility on product purchase intention. Journal of International Consumer Marketing, 16(2), 55– 74. https://doi.org/10.1300/j046v16n02_04
Pöyry, E., Pelkonen, M., Naumanen, E., & Laaksonen, S. M. (2019). A call for authenticity: Audience responses to Social Media Influencer endorsements in strategic communication. International Journal of Strategic Communication, 13(4), 336– 351. https://doi.org/10.1080/1553118x.2019.1609965
Prichard, I., O’Toole, S., Wu, Y., Harford, J., & Tiggemann, M. (2021). No likes, no problem? users’ reactions to the removal of Instagram number of likes on other people’s posts and links to Body Image. Body Image, 38, 72– 79. https://doi.org/10.1016/j.bodyim.2021.03.007
Radder, L. & Huang, W. (2008). High-involvement and low-involvement products: A comparison of brand awareness among students at a South African university. Journal of Fashion Marketing and Management, 12, 232-243. https://doi.org/10.1108/13612020810874908.
Rahma, L. M. J., & Setiasih, S. (2021). The impact of social media usage intensity on self-esteem: Survey on emerging adulthood of Instagram user. KONSELI: Jurnal Bimbingan dan Konseling (E-Journal), 8(1), 39-46.
Reuters. (2013). Social Spending and the Teen Market. Retrieved from https://www.reutersevents.com/marketing/customer-experience/social-spending-and-teen-market
RivalIQ. (2022). 2022 Social Media Industry Benchmark Report. Retrieved from https://www.rivaliq.com/blog/social-media-industry-benchmark-report/
Rodriguez, S. (2019). Facebook has a theory that hiding ‘Likes’ will increase post volume, and Instagram is testing that theory. Retrieved from https://www.cnbc.com/2019/12/06/instagram-hiding-likes-could-increase-post-volume.html
Roy, S., Jain, V., & Rana, P. (2013). The moderating role of consumer personality and source credibility in celebrity endorsements. Asia Pacific Journal of Business Administration, 5(1), 72– 88. https://doi.org/10.1108/17574321311304549
Rozendaal, E., Lapierre, M., Reijmersdal, E. & Buijzen, M. (2011). Reconsidering Advertising Literacy as a Defense Against Advertising Effects. Media Psychology, 14, 333-354. https://doi.org/10.1080/15213269.2011.620540.
Schallehn, M., Burmann, C., & Riley, N. (2014). Brand authenticity: Model development and empirical testing. Journal of Product & Brand Management, 23(3), 192– 199. https://doi.org/10.1108/jpbm-06-2013-0339
Shan, Y., Chen, K. J., & Lin, J. S. (2020). When social media influencers endorse brands: The effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising, 39(5), 590-610.
Sehl, K. (2021, January 27). Instagram Demographics in 2021: Important User Stats for Marketers. Hootsuite. Retrieved from https://blog.hootsuite.com/instagram-demographics
Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11 / 12), 1509– 1526. https://doi.org/10.1108/03090560410560218
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53– 66. https://doi.org/10.1080/10641734.2004.10505164
Speck, P. S., Schumann, D. W., & Thompson, C. (1988). Celebrity endorsements-scripts, schema and roles: Theoretical framework and preliminary tests. ACR North American Advances, 15, 69– 76.
Staniewski, M., & Awruk, K. (2022). The influence of Instagram on mental well-being and purchasing decisions in a pandemic. Technological Forecasting and Social Change, 174, 121287. https://doi.org/10.1016/j.techfore.2021.121287
Statista. (2022, May 23). Instagram: number of global users 2020-2025. Retrieved from https://www.statista.com/statistics/183585/instagram-number-of-global-users/
Stern, B. (1994). Authenticity and the textual persona: Postmodern paradoxes in advertising narrative. International Journal of Research in Marketing, 11(4), 387– 400. https://doi.org/10.1016/0167-8116(94)90014-0
Stojanovic, I., Andreu, L. & Pérez, R. (2018). Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination. European Journal of Management and Business Economics. 27. https://doi.org/10.1108/EJMBE-11-2017-0049.
Sundar, S. S. (2008). The MAIN Model: A Heuristic Approach to Understanding Technology Effects on Credibility. In M. J. Metzger & A. J. Flanagin (Eds.), Digital Media, Youth, and Credibility (pp. 73– 100). The MIT Press.
Sundar, S. S., Jia, H., Waddell, T. F., & Huang, Y. (2015). Toward a Theory of Interactive Media Effects (TIME): Four Models for Explaining How Interface Features Affect User Psychology. In S. S. Sundar (Ed.), The Handbook of the Psychology of Communication Technology (pp. 47– 86). Wiley Blackwell.
Sundar, S. S., Oeldorf Hirsch, A., & Xu, Q. (2008). The bandwagon effect of collaborative filtering technology. CHI ‘08 Extended Abstracts on Human Factors in Computing Systems, 3453– 3458. https://doi.org/10.1145/1358628.1358873
Swinyard, W. R. (1981). The interaction between comparative advertising and copy claim variation. Journal of Marketing Research, 18(2), 175– 186. https://doi.org/10.1177/002224378101800205
Thairath. (2022, March 25). Find the fit, tie-in sponsorship, sell items in the show content and Thai dramas. Retrieved from https://www.thairath.co.th/entertain/news/2324026
The Story Thailand. (2020, November 26). Tellscore reveals that the Thai influencer market has grown past 2 billion baht, aiming to develop a digital advertising system. Retrieved from https://www.thestorythailand.com/26/11/2020/8790
Till, B. D., & Busler, M. (2013). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1– 13. https://doi.org/10.1080/00913367.2000.10673613
Utz, S. (2010). Show me your friends and I will tell you what type of person you are: How one’s profile, number of friends, and type of friends influence impression formation on social network sites. Journal of Computer-Mediated Communication, 15(2), 314– 335. https://doi.org/10.1111/j.1083-6101.2010.01522.x
Vannini, P., & Franzese, A. (2008). The authenticity of self: Conceptualization, personal experience, and practice. Sociology Compass, 2(5), 1621– 1637. https://doi.org/10.1111/j.1751-9020.2008.00151.x
Varsamis, E. (2018, June 13). Are Social Media Influencers the Next-Generation Brand Ambassadors? Forbes, Retrieved from https://www.forbes.com/sites/theyec/2018/06/13/are- social-media-influencers-the-next-generation-brand- ambassadors/#2d8b9e82473d.
Vessey, I. & Galletta, D. (1991). Cognitive Fit: An Empirical Study of Information Acquisition. Information Systems Research. 2. 63-84. https://doi.org/10.1287/isre.2.1.63.
Visca, M. T. (2020). Narcissism and Attachment Anxiety Predicting the Impact of Hiding Instagram “Likes” In Canada (thesis). Retrieved from https://ir.lib.uwo.ca/cgi/viewcontent.cgi?article=1048&context=psych_uht
Waddell, T. F., & Sundar, S. S. (2020). Bandwagon effects in social television: How audience metrics related to size and opinion affect the enjoyment of digital media. Computers in Human Behavior, 107, 106270. https://doi.org/10.1016/j.chb.2020.106270
Wallace, E., & Buil, I. (2021). Hiding Instagram likes: Effects on negative affect and loneliness. Personality and Individual Differences, 170, 110509. https://doi.org/10.1016/j.paid.2020.110509
Warren, J. (2021, May 20). How to Hide Likes on Instagram. Later Blog. Retrieved from https://later.com/blog/hidden-likes-instagram
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4), 160– 170. https://doi.org/10.1016/j.ausmj.2020.03.002
Wellman, M. L., Stoldt, R., Tully, M., & Ekdale, B. (2020). Ethics of authenticity: Social media influencers and the production of sponsored content. Journal of Media Ethics: Exploring Questions of Media Morality, 35(2), 68– 82. https://doi.org/10.1080/23736992.2020.1736078
Wissman, B. (2018, March 2). Micro-Influencers: The Marketing Force of the Future? Forbes. Retrieved from https://www.forbes.com/sites/barrettwissman/2018/03/02/micro-influencers-the-marketing-force-of-the-future
Woodside, A. G., & Davenport, J. W. (1974). The effect of salesman similarity and expertise on consumer purchasing behavior. Journal of Marketing Research, 11(2), 198– 202. https://doi.org/10.1177/002224377401100212
workpointTODAY. (2019, July 20). The End of Influencer? IG Tried to Hide the Number of Likes to Reduce the Problem of Depression. Retrieved from https://workpointtoday.com/ig/#google_vignette
World Data Lab (2021). The Longevity Economy: Why Seniors Are a Fast-Growing Emerging Market. Retrieved from https://www.barrons.com/articles/seniors-have-spending-power-especially-as-life-spans-lengthen-1544226021
Wu, P. & Wang, Y. (2011). The influences of electronic word‐of‐mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448-472. https://doi.org/10.1108/13555851111165020
Wu, C., & Shaffer, D. R. (1987). Susceptibility to persuasive appeals as a function of source credibility and prior experience with the attitude object. Journal of Personality and Social Psychology, 52(4), 677– 688. https://doi.org/10.1037/0022-3514.52.4.677
Yadav, M. S., de Valck, K., Hennig Thurau, T., Hoffman, D. L., & Spann, M. (2013). Social Commerce: A contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311– 323. https://doi.org/10.1016/j.intmar.2013.09.001
Yavas, U., & Abdul Gader, A. (1993). Impact of TV commercials on Saudi children′s purchase behaviour. Marketing Intelligence & Planning, 11(2), 37– 43. https://doi.org/10.1108/02634509310027837
Yi, Y. (1990). A Critical Review of Consumer Satisfaction. In V. A. Zeithaml (Ed.), Review of Marketing 1990 (pp. 68– 123). American Marketing Association.
Young, S. (2019, January 15). Selena Gomez returns to Instagram with an emotional post thanking fans for love and support. The Independent. Retrieved from https://www.independent.co.uk/life-style/selena-gomez-instagram-break-mental-health-anxiety-treatment-lupus-kidney-a8728216.html
Yurieff, K. (2019, November 14). Instagram is now testing hiding likes worldwide. CNN. Retrieved from https://edition.cnn.com/2019/11/14/tech/instagram-hiding-likes-globally/index.html
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341–352. https://doi.org/10.1086/208520 |
| Description: | 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
109461016 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109461016 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202201620 |
| Appears in Collections: | [國際傳播英語碩士學程] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 101601.pdf | | 6822Kb | Adobe PDF2 | 90 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
