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研究生:林方涵
研究生(外文):LIN, FANG-HAN
論文名稱:善因行銷、迷因梗圖和廣告價值對廣告效果之影響-以ESG社會創新產品為例
論文名稱(外文):The Advertising Effectiveness of Cause-Related Marketing, Memes, and Advertising Value on the Advertising Effectiveness in Social Media Marketing- A Case of Social Innovation Products
指導教授:林耀南林耀南引用關係
指導教授(外文):LIN, YAO-NAN
口試委員:曾祥景賴祥蔚
口試委員(外文):CENG, ZENG-XIANGLAI, XIANG-WEI
口試日期:2023-06-14
學位類別:碩士
校院名稱:輔仁大學
系所名稱:社會企業碩士學位學程
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2023
畢業學年度:111
語文別:中文
論文頁數:90
中文關鍵詞:善因行銷幽默訴求迷因梗圖廣告價值廣告價值
外文關鍵詞:Cause Related MarketingHumorous AppealsMemeAdvertising ValueAdvertising Effectiveness
相關次數:
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  • 下載下載:22
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隨著網際網路的興起,廣告行銷運用迷因梗圖越來越頻繁,各種資訊皆可以快速地被廣泛轉貼,成為現有網路社會獨特的迷因現象。因此本研究探討以迷因梗圖結合 ESG 評鑑指標社會企業組織-綠藤生機之社會創新產品辣木油透過社群媒體平台 facebook 來達到宣傳的效果,企業運用善因行銷方式經由辣木油的推銷與販售,改善許多非洲當地小農的困境,同時更超越公平貿易,提升農民收入,讓生活品質變好。本研究使用抖音爆紅的黑哥迷因梗圖搭配廣告指標的廣告價值(資訊性和娛樂性)作為結合,使媒體廣告以新興方式讓大眾能認識社會創新產品,提高企業形象,增加廣告效果。
故本研究意在探討於社會創新廣告中,採實驗法以不同善因行銷廣告(高善因行銷/低善因行銷)、不同幽默訴求廣告(幽默迷因梗圖/非幽默迷因梗圖) 之2*2 實驗設計以及不同類型廣告價值(資訊性/娛樂性)為自變項,探討對於廣告效果之影響。共發放240 份有效問卷。
研究結果發現:(1) 具高善因行銷之廣告較低善因行銷廣告有較佳之廣告效果;(2) 幽默迷因梗圖較非幽默迷因梗圖有較佳之廣告效果;(3) 搭配幽默迷因梗圖廣告下,娛樂性廣告較資訊性廣告有較佳之廣告效果;(4) 搭配非幽默迷因梗圖廣告下,資訊性廣告較娛樂性廣告有較佳之廣告效果;(5) 當高善因行銷之情況下,幽默迷因梗圖較非幽默迷因梗圖有較佳之廣告效果。最後,本研究根據上述研究結果,提供學術與實務在社會創新產品之廣告設計上作為參考。
The purpose of this study is to discuss the impact of cause-related marketing (high/low), humorous appeal (meme/non-meme), and different advertising value (informative/entertainment) on advertising effectiveness of social innovation products. The experimental method was used in this study, and data are analyzed by performing one-way ANOVA. There are some findings in this study: (1) Advertising with high cause-related marketing have better advertising effect than those with low cause-related marketing; (2) Advertising with humorous meme have better advertising effect than non-humorous meme; (3) With humorous meme advertising, entertainment advertising have better advertising effect than informative advertising; (4) Under non-humorous meme, informative advertising have better advertising effect than entertainment advertising; (5) Under high cause-related marketing, humorous meme have better advertising effect than non-humorous meme.
目錄
第壹章 緒論1
第一節 研究背景與動機1
第二節 研究目的5
第貳章 文獻探討7
第一節 社會企業與社會創新7
第二節 ESG介紹13
第三節 善因行銷15
第四節 幽默訴求18
第五節 廣告價值28
第六節 廣告效果32
第參章 研究方法37
第一節 研究架構與研究假設37
第二節 研究變項定義與操作說明42
第三節 實驗設計44
第肆章 研究結果47
第一節 研究樣本47
第二節 信度分析48
第三節 假設驗證之結果48
第伍章 研究結論與未來展望55
第一節 討論與結論55
第二節 管理實務與建議59
第三節 研究限制與未來建議61
參考文獻65
附錄一 正式問卷83
附錄二 各版本廣告設計圖85

表 目 錄
表 2-1-1 社會企業定義彙整8
表 2-1-2 社會創新定義彙整11
表 2-3-1 善因行銷定義彙整16
表 2-4-1 幽默定義彙整19
表 2-4-2 幽默廣告定義彙整21
表 2-4-3 迷因定義彙整24
表 2-4-4 網路迷因定義彙整27
表 2-5-1 廣告價值定義彙整29
表 2-6-1 廣告效果定義彙整33
表 4-1-1 本研究有效樣本之人口統計表47
表 4-2-1 廣告效果量表之信度分析表48
表 4-3-1 善因行銷、幽默訴求與廣告價值交互作用之效果49
表 4-3-2 善因行銷廣告對廣告效果之影響49
表 4-3-3 幽默訴求對廣告效果之影響50
表 4-3-4 廣告價值對廣告效果之影響(有迷因訴求)51
表 4-3-5 廣告價值對廣告效果之影響(無迷因訴求)52
表 4-3-6 幽默訴求對廣告效果之影響(高善因行銷)53
表 4-3-7 幽默訴求對廣告效果之影響(低善因行銷)54

圖 目 錄
圖 3-1-1研究架構 37
圖 3-2-1 廣告圖片中善因行銷訊息之說明43
圖 4-3-2 幽默訴求與廣告價值之交互作用圖51
圖 4-3-3 善因行銷與幽默訴求之交互作用圖53
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