The Truth of Culinary ArticlesThe placement marketing had invaded the food blog
| Autor: | Yu-Jung Hsieh, 謝侑蓉 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 Along with the prevalence and prosperity of Internet instruments, the tide of blog overwhelms the world. The name of “Grassroots Journalism” (Dan Gillmor, 2005) has proved its influence, by recording life or share information. According to the market research, the culinary articles is the most essential and popular classification. In the mean while, product placement marketing had invaded the blog space. Unlike the original pure sharing nature, there are more and more articles about foretasting which are sponsored by companies in food blogs today. In the background, how much do the consumers understand the truth of bloggers selling electronic word-of-mouth or trust？ The current study focused on food blogs, observed the cognition and response of blog readers by using experimental method. The purpose of the research is to clarify the cognition background of the consumers about the placement marketing in food blogs. As the research result indicate, the variables “commercialization”, “communicative strategy” and “interaction” all have significant effects on “consumer perception”. The mutual effect of “interaction” and two moderating variable “involvement” and “own blog” are significant on “consumer perception”. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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