作者姓名:
Yen-Chun Jim Wu, Taih-cherng Lirn, Tse-Ping Dong
期刊名稱:
Computers in Human Behavior
論文摘要:
The current leading third party logistics industry players have all experienced a shift towards an increasingly
retail consumer point of contact, therefore facilitating the need to appeal to the retail consumer
through advertising and brand management. With the rise in word-of-mouth (WOM) advertising in
online, Web 2.0 contexts, this empirical work represented a first attempt to investigate the correlation
between the placement of corporate ads on a user-generated Web 2.0 platform with the bottom line
of the logistics firms involved, with a focus on the express package industry. The study further investigated
whether there were common characteristics of effective advertisements in Web 2.0 environments
as rated by viewers, and whether such assessments would hold across cultural and demographic boundaries,
given the global nature of Web 2.0 content. It was found that both page hit popularity and respondent
agreement on effective advertisement characteristicsrelated positively to sales, with results being
consistent cross-culturally. Firms are strongly advised to take note of the massive potential for highly
low cost or free advertising such platforms can provide. Conversely, firms must become aware of both
the benefits and risks of Web 2.0 environments, including damage caused by potential saboteurs to their
brand control and image.
關鍵字:
Web 2.0,Social media,Market intelligence,Performance measurement,Case studies
,Survey methods