漫畫、卡通與照片的對決!探討圖形醫學在社交媒體的行銷效果與作用

CCUR > College of Business > Master of Science in marketing > Thesis > Item 987654321/53766

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/53766

Title:	漫畫、卡通與照片的對決!探討圖形醫學在社交媒體的行銷效果與作用 The Battle between Comic, Cartoon and Photograph! Exploring the Marketing Effectiveness and Function of the Graphic Medicine on Social Media
Authors:	周麗容 YUNG, CHOW LAI
Contributors:	行銷碩士學位學程碩士班
Keywords:	圖形醫學醫療行銷卡通行銷健康推廣 Graphic Medicine Medical Marketing Cartoon Marketing Health Promotion
Date:	2024
Issue Date:	2024-12-09 13:09:51 (UTC+8)
Abstract:	本研究探討圖形醫學在社交媒體醫療品牌行銷中的應用效果。研究背景源於圖形醫學作為醫學教育新興領域的發展，以及社交媒體成為主要健康信息來源的趨勢。研究以視覺化、知覺突顯性、處理流暢性及角色轉移理論為基礎，比較了漫畫、卡通和真實照片在傳達醫療信息方面的效果。本研究採用實驗法，141名參與者被隨機分配到三種視覺呈現方式的情境中。通過單因子變異數分析，研究發現：在品牌態度方面，漫畫和卡通組優於真實照片組；在使用品牌服務意圖上，漫畫組明顯優於其他兩組；而在貼文態度上，三組間無顯著差異。值得注意的是，卡通相比真實照片並未顯示出更高的效果。這項研究豐富了圖形醫學領域的學術文獻，也為醫療機構制定社交媒體視覺傳達策略提供了實證依據。研究建議未來可進一步探索不同文化背景下圖形醫學的影響，以及如何最大化其在全球健康傳播中的潛力。 This study examines the efficacy of graphic medicine in social media marketing for healthcare brands. The research is motivated by the emergence of graphic medicine as a novel field in medical education and the growing trend of social media as a primary source of health information. Drawing on theories of visualization, perceptual salience, processing fluency, and role transportation, this study compares the effectiveness of comics, cartoons, and photographs in conveying medical information. Employing an experimental design, 141 participants were randomly assigned to one of three visual presentation conditions. One-way ANOVA analysis revealed that in terms of brand attitude, both comic and cartoon groups outperformed the real photograph group. Regarding the intention to use services from specific brand, the comic group significantly surpassed the other two groups. However, no significant differences were observed among the three groups in attitude on post. Notably, cartoon group did not demonstrate superior effectiveness compared to the photo group. This research contributes to graphic medicine and provides empirical evidence for healthcare institutions in formulating visual communication strategies on social media. Future research directions include exploring the impact of graphic medicine across different cultural contexts and maximizing its potential in global health communication.
Appears in Collections:	[Master of Science in marketing ] Thesis

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