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The Advertising Effectiveness of Using Brand Placement in Messaging Stickers

為了解決Emoji Mix app的問題，作者陳彥文 這樣論述：

Recently, the growing trend of using emoticons and messaging stickers particularly inAsia that was started by the Japanese-based app, Line is a lucrative business. In 2013,the stickers generated about US$17.4 million in revenue in the first three months.Particularly for the Line App, free corporate

-sponsored stickers are available as anincentive to befriend brand accounts, which enables brands to send direct marketingmessages. This new form of marketing is interesting as the use of these stickers “don’tcompromise the user experience” (Russell, 2013). This research looks at the variablesbrand

familiarity, brand prominence of the stickers and the attitude towards thesebranded messaging stickers, and its impact on advertising effectiveness, whereeffectiveness is measured by looking at brand recognition, brand attitude andconation; as well as whether the use of stickers as an incentive to b

efriend brandaccounts is effective. Age, as a moderator, has been taken into consideration.Using a quantitative research method by sending out online surveys and using theSPSS software to carry out t-test and regression analysis, results showed that brandprominence, brand familiarity and attitude to

wards branded messaging stickers havesignificant impact on advertising effectiveness. With respect to brand prominence,cognitive outcomes and advertising effectiveness increase amongst an older age groupwhen brand prominence is stronger, however, in a younger age group, advertisingeffectiveness decr

eases. With respect to attitude towards branded messaging stickers,a younger age group has higher conative outcomes and increases for both age groupswhen attitudes are more positive. Using stickers as an incentive to befriend brandaccounts is a successful strategy and is more successful amongst an o

lder age groupas they have a higher chance of reading the marketing messages sent by the company.Therefore, it is suggested that mature and more well established brands should carryout this marketing strategy, and depending on the age group the brand wishes totarget, close attention should be paid t

o brand prominence – the long-term brandelements incorporated in the stickers.

使用者對貼圖的使用意願影響之研究-LINE為例

為了解決Emoji Mix app的問題，作者謝宗輝 這樣論述：

近年來，由於網路快速發展讓行動手機等裝置逐漸成為人們平常生活中不可缺少的一部分。尤其是通訊軟體更是增加了人與人之間互動關係。其中，在台灣又以LINE APP為普遍且大眾所喜愛的通訊軟體之一。而表情貼圖是廣受歡迎重要原因之一。本研究以結構方程模型驗證使用者對表情貼圖的使用意願之影響因素，包含貼圖品牌、貼圖的新奇性、知覺有用性、知覺易用性、知覺樂趣、知覺價格、社會影響力等構面。研究分析結果發現, LINE的貼圖對使用者知覺有用性、知覺易用性、知覺樂趣、社會影響力等行為意圖均呈現正向影響。但在知覺價格上，對貼圖使用意願並無顯著影響。在有購買經驗的使用者中，貼圖品牌對使用意願有較高的影響。