於Vlog執行品牌/產品置入：節目主題、說服訴求、揭露形式與位置在不同置入形式之效果研究

CCUR > College of Business > Master of Science in marketing > project > Item 987654321/48610

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Title:	於Vlog執行品牌/產品置入：節目主題、說服訴求、揭露形式與位置在不同置入形式之效果研究 How to Manage the Product Placement in Vlog: the Effect of Type of Product Placement, Topic of Program, Persuasive Appeal, Disclosure Type, and Position on the Screen on Advertising Effectiveness
Authors:	駱少康
Contributors:	行銷碩士學位學程
Keywords:	社交媒體影響者行銷產品置入說服知識模型影像部落格置入揭露媒介訊息處理之有限容量模式腦側化 social media influencer marketing product placement persuasion knowledge model Vlog product placement disclosure LC4MP brain lateralization
Date:	2020
Issue Date:	2020-09-10 13:06:34 (UTC+8)
Abstract:	廣告主透過社交媒體執行影響者行銷已是常態，尤其在Vlog中置入品牌/產品最是普及，廣告主透過付費或產品交換的方式讓使用者在自製影片中置入品牌/產品定上傳至臉書、Instagram、抖音或YouTube上，讓廣大的訂閱者、好友或追蹤者於觀看影片時也接觸到品牌/產品資訊。第一年計畫提出操作Vlog內部屬性，執行螢幕置入時，選擇與節目主題屬於輕鬆/生活分享型Vlog合作，可以得到的眼球凝視行為與態度都會高於與知識型Vlog合作；若是在情節置入，置入在輕鬆/生活分享型Vlog，劇情說服訴求以認知性訴求會比情感訴求有較高之標的態度，若是置入在知識型Vlog則是採用情感訴求會比認知訴求有較高之標的態度。第二年計畫操作外部屬性，主張若是螢幕置入時，操作置入揭露形式與揭露位置對應大腦半球功能一致會比不一致時有較高的品牌/產品注意與記憶，但是標的態度較低。 Advertisers conduct Influencer Marketing through social media are common in recent years. Marketers pay to KOL placing brand/product into their self-made Vlog and upload it onto FB, IG, TikTok, or YouTube, expose the object to their thousands of subscribers and followers. Our first sub-project propose that advertisers conduct screen placement in entertainment/life sharing topic program will gain higher attention and higher attitude toward the object. Advertisers conduct plot placement in entertainment/life sharing topic program with cognitive appeal will acquire higher attitude toward the object, place in knowledge sharing topic program with affective appeal will acquire higher attitude toward brand/product. The second project propose that the type and position of product placement disclosure are congruent with lateralization of brain function will gain higher brand/product attention but lower attitude.
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