東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Effectiveness of a Brand's Paid, Own...

Wan, Anan.

Linked to FindBook

Google Book

Amazon

博客來

Effectiveness of a Brand's Paid, Owned, and Earned Media in a Social Media Environment.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Effectiveness of a Brand's Paid, Owned, and Earned Media in a Social Media Environment./
Author:	Wan, Anan.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
Description:	77 p.
Notes:	Source: Dissertations Abstracts International, Volume: 81-03, Section: A.
Contained By:	Dissertations Abstracts International81-03A.
Subject:	Mass communications. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13858546
ISBN:	9781085614719

Effectiveness of a Brand's Paid, Owned, and Earned Media in a Social Media Environment.
Wan, Anan.

Effectiveness of a Brand's Paid, Owned, and Earned Media in a Social Media Environment. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 77 p.

Source: Dissertations Abstracts International, Volume: 81-03, Section: A.

Thesis (Ph.D.)--University of South Carolina, 2019.

This item must not be sold to any third party vendors.

This dissertation explored how a brand's paid, owned, and earned media (POEM) influence and engage its audience in the social media environment where consumer engagement is stressed. This dissertation used an online experiment (N = 250) to explore the effectiveness of applying earned media within an advertising context, The findings indicated that positive earned media was more effective on people's consumer engagement intention and download intention than paid media, but it did not work on perceived credibility of the post or product attitude. Positive earned media was found to be less credible than owned media. Among all the five types of media content, owned plus positive earned media was proven to be the most effective one on perceived credibility of the post, consumer engagement intention, brand attitude, and purchase/download intention. Positive earned media was found to be less credible than owned media. Among all the five types, owned plus positive earned media was proven to be the most effective one on perceived credibility of the post, consumer engagement intention, brand attitude, and purchase/download intention. This relationship was not affected by their dispositional persuasion knowledge but was influenced by conceptual persuasion knowledge and perceived deceptiveness of the post. Both theoretical and practical implications to the fields of social media and advertising were discussed.

ISBN: 9781085614719Subjects--Topical Terms:

3422380
Mass communications.

Effectiveness of a Brand's Paid, Owned, and Earned Media in a Social Media Environment.
LDR:02493nmm a2200313 4500 001 2265312
005 20200514111949.5
008 220629s2019 ||||||||||||||||| ||eng d
020 $a 9781085614719
035 $a (MiAaPQ)AAI13858546
035 $a AAI13858546
040 $a MiAaPQ $c MiAaPQ
100 1 $a Wan, Anan. $3 2094488
245 1 0 $a Effectiveness of a Brand's Paid, Owned, and Earned Media in a Social Media Environment.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2019
300 $a 77 p.
500 $a Source: Dissertations Abstracts International, Volume: 81-03, Section: A.
500 $a Advisor: Pardun, Carol J.
502 $a Thesis (Ph.D.)--University of South Carolina, 2019.
506 $a This item must not be sold to any third party vendors.
506 $a This item must not be added to any third party search indexes.
520 $a This dissertation explored how a brand's paid, owned, and earned media (POEM) influence and engage its audience in the social media environment where consumer engagement is stressed. This dissertation used an online experiment (N = 250) to explore the effectiveness of applying earned media within an advertising context, The findings indicated that positive earned media was more effective on people's consumer engagement intention and download intention than paid media, but it did not work on perceived credibility of the post or product attitude. Positive earned media was found to be less credible than owned media. Among all the five types of media content, owned plus positive earned media was proven to be the most effective one on perceived credibility of the post, consumer engagement intention, brand attitude, and purchase/download intention. Positive earned media was found to be less credible than owned media. Among all the five types, owned plus positive earned media was proven to be the most effective one on perceived credibility of the post, consumer engagement intention, brand attitude, and purchase/download intention. This relationship was not affected by their dispositional persuasion knowledge but was influenced by conceptual persuasion knowledge and perceived deceptiveness of the post. Both theoretical and practical implications to the fields of social media and advertising were discussed.
590 $a School code: 0202.
650 4 $a Mass communications. $3 3422380
650 4 $a Web studies. $3 2122754
690 $a 0708
690 $a 0646
710 2 $a University of South Carolina. $b Journalism and Mass Communications. $3 1677364
773 0 $t Dissertations Abstracts International $g 81-03A.
790 $a 0202
791 $a Ph.D.
792 $a 2019
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13858546