• 沒有找到結果。

fMcMillan & Hwang, 2002g 匹 Chatbot 「 _

fSchwier & Misanchuk, 1993g 支 「 ; 反

必 「 免 必 反 Chatbot 「

「 太 努 加 :

文 月 太 fHeeter, 1989 ; Borsook &

Higginbotham, 1991g

_ 「 手 必 「 北

fGolan & ZAidner, 2008 ; Swani et al., 2003 ; Pinto, 2107g 匹

文 必支 「 「 示

匹 多 乏 反 fFriestad & Wright, 1994g Chatbot

「 不 支 文 示 反 必 必 「

Hayesf2017g PROCESS 月

太 北 水 〉月x

‧ 國

立 政 治 大 學

N a tio na

l C h engchi U ni ve rs it y

「 手 努 「 反 助 北

匹 水 「多 乏 北 助

x北 予 太 必 地 月 四反 太

必 Chatbot 「士 多 但

「 Hoffman & Novakf1995g_Massey & Levyf1999g Schwier

& Misanchukf1993g 必 Gao f2009g

「 月 = 「 引 估 Chatbot 「月

企交 地 估

地 必 Chatbot 「 「

估 「 「 「 「

「 手 月x 可 Chatbot 「 士 地 太 ;

代 「 Friestad Wrightf1994g

示 fPersuasion knowledge Model, 耳 PKMg月

「多 乏 月x ㄧ Chatbot 「 支

力fAjzen, 1991 ; Loken 1983 ; Bagozzi & Warshaw, 1990 ; Wolny et al., 2013g 乏 免 fAjzen & Fishbein, 1980; Fishbein & Ajzen, 1975g

文 、Chatbot 「 Messenger

fWolny et al., 2013 ; Ajzen & Fishbein, 1980g Chatbot 「

士 但 fCall to Actiong 片

‧ 國

立 政 治 大 學

N a tio na

l C h engchi U ni ve rs it y

必 「 , 「 月 文

八 太

上 力 文 必 手 支 「 多 乏

反 十 乎 手 支 「_助 x手 Chatbot

「 但 片 手 支 「 文 月

& 乎 手 支 「_ x 手 Chatbot 「 力

文 多 乏 反 「 力

Facebook Messenger APP 文 多 :

Chatbot 「 APP 月 而

Facebook Messenger = 、

片 Messenger 至 支 至 、

三 文 Messenger 但

反 「 企生 Chatbot 「 支

「= 必 「 免

「 企

中「feMarketer, 2018g 句

文 必 估多 匹 文 必

‧ 國

立 政 治 大 學

N a tio na

l C h engchi U ni ve rs it y 上 已

f# g h 六 上x 六

估.i b 代再 f C# &Dh

方 i b

g

由 f# g 用史 。 「 「 k 代 地 企 地

f# g 乏佐 免 k 即

地叫

f# g 伸 「 k h 「地 i

b #

f# g 乎 引 即 下 「

k h 企地 i #&b

f# g 必司: rㄧ 、 免 乏

佐k 人 地 地

比 f g 文 必 k

即 地

耳 f# g 必 用史 「 k 地

‧ 國

立 政 治 大 學

N a tio na

l C h engchi U ni ve rs it y

Aaker, D. A. (2009). Managing brand equity. simon and schuster.

Aho, D. (1993). ICTV squares off against giants. Advertising Age, 64(52), 12-12.

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.

Alhabash, S., McAlister, A. R., Hagerstrom, A., Quilliam, E. T., Rifon, N. J., &

Richards, J. I. (2013). Between likes and shares: Effects of emotional appeal and virality on the persuasiveness of anticyberbullying messages on

Facebook. Cyberpsychology, Behavior, and Social Networking, 16(3), 175-182.

Alhabash, S., McAlister, A. R., Lou, C., & Hagerstrom, A. (2015). From clicks to behaviors: The mediating effect of intentions to like, share, and comment on the relationship between message evaluations and offline behavioral

intentions. Journal of Interactive Advertising, 15(2), 82-96.

Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of service research, 1(1), 5-17.

Axelrod, J. N. (1968). Attitude measures that predict purchase. Journal of Advertising Research.

Baek, T. H., & Morimoto, M. (2012). Stay away from me. Journal of advertising, 41(1), 59-76.

Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 538-555.

Baker, W. E. (1999). When can affective conditioning and mere exposure directly influence brand choice?. Journal of Advertising, 28(4), 31-46.

Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and the attitude–

behavior relationship. Journal of personality and social psychology, 37(6), 913.

Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177.

Barnes, S. J. (2002). Wireless digital advertising: nature and

implications. International journal of advertising, 21(3), 399-420.

Belch, G. E., & Belch, M. A. (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective 6th. New York: NY: McGraw-Hill.

Belch, G. E., & Belch, M. A. (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective 6th. New York: NY: McGraw-Hill.

Bezjian-Avery, A., Calder, B., & Iacobucci, D. (1998). New media interactive advertising vs. traditional advertising. Journal of advertising research, 38, 23-32.

Bezos, J. (1999). Setting the standard with Jeff Bezos. Internet Summit, 99, 20.

Borsook, T. K., & Higginbotham-Wheat, N. (1991). Interactivity: What is it and what can it do for computer-based instruction?. Educational Technology, 31(10), 11-17.

Bowen, L., & Chaffee, S. H. (1974). Product involvement and pertinent advertising appeals. Journalism Quarterly, 51(4), 613-621.

Bradshaw, J. M. (1997). Software agents. MIT press.

Brandtzaeg, P. B., & Følstad, A. (2017, November). Why people use chatbots.

In International Conference on Internet Science(pp. 377-392). Springer, Cham.

Brodin, K. (2007). Consuming the commercial break an ethnographic study of the potential audiences for television advertising. Economic Research Institute, Stockholm School of Economics (EFI),.

Brown, M., Pope, N., & Voges, K. (2003). Buying or browsing? An exploration of shopping orientations and online purchase intention. European Journal of Marketing, 37(11/12), 1666-1684.

Briggs, R., & Hollis, N. (1997). Advertising on the web: Is there response before click-through?. Journal of Advertising research.

Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35(9), 770-790.

Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254.

Campbell, M. C. (1995). When attention-getting advertising tactics elicit consumer inferences of manipulative intent: The importance of balancing benefits and investments. Journal of Consumer Psychology, 4(3), 225-254.

Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of consumer research, 15(2), 210-224.

Chang, C. (2007). The relative effectiveness of comparative and noncomparative advertising: Evidence for gender differences in information-processing strategies. Journal of Advertising, 36(1), 21-35.

Chaudoir, S. R., & Quinn, D. M. (2010). Revealing concealable stigmatized identities:

The impact of disclosure motivations and positive first-disclosure experiences on fear of disclosure and well-being. Journal of Social Issues, 66(3), 570-584.

Chen, Y., Fay, S., & Wang, Q. (2011). The role of marketing in social media: How online consumer reviews evolve. Journal of Interactive Marketing, 25(2), 85-94.

attitudes and interactive digital advertising. International Journal of

Advertising, 28(3), 501-525.

Cho, S. H. (2007). Effects of motivations and gender on adolescents' self-disclosure in online chatting. CyberPsychology & Behavior, 10(3), 339-345.

Cho, C. H. (1999). How advertising works on the WWW: Modified elaboration likelihood model. Journal of Current Issues & Research in Advertising, 21(1), 34-50.

Choi, Y., & Thorson, E. (1983). Memory for factual, emotional, and balanced ads under two instructional sets. In Proceedings of the 1983 Conference of the American Academy of Advertising. Knoxville, TN: University of

Tennessee (pp. 160-164).

Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.

Chu, S. C., & Kim, J. (2018). The current state of knowledge on electronic word-of-mouth in advertising research. International Journal of Advertising, 37(1), 1-13.

Cognitiative, R. (1999). E-commerce and the evolution of retail shopping behaviour.

Pulse Cust, 1(2), 67-89.

Cohen, J. B. (1983). Involvement and you: 1000 great ideas. ACR North American Advances.

Colliander, J., Dahlén, M., & Modig, E. (2015). Twitter for two: investigating the effects of dialogue with customers in social media.tInternational Journal of Advertising,n34(2), 181-194.

Cox, D. S., & Locander, W. B. (1987). Product novelty: does it moderate the

relationship between ad attitudes and brand attitudes?. Journal of Advertising, 16(3), 39-44.

Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of advertising, 30(3), 65-77.

Curran, K., Graham, S., & Temple, C. (2011). Advertising on Facebook.International Journal of E-business development,1(1), 26-33.

Daft, R. L., & Lengel, R. H. (1986). Organizational information requirements, media richness and structural design.nManagement science,a32(5), 554-571.

Davis, D. L., Guiltinan, J. P., & Jones, W. H. (1979). Service characteristics,

consumer search, and the classification of retail services. Journal of Retailing, 55(3), 3.

Davis, R., & Sajtos, L. (2008). Measuring consumer interactivity in response to campaigns coupling mobile and television media. Journal of advertising Research, 48(3), 375-391.

Davvetas, V., Sichtmann, C., & Diamantopoulos, A. (2015). The impact of perceived brand globalness on consumers' willingness to pay.rInternational Journal of Research in Marketing,n32(4), 431-434.

Della Bitta, A. J., Monroe, K. B., & McGinnis, J. M. (1981). Consumer perceptions of comparative price advertisements. Journal of Marketing Research, 416-427.

Derbaix, C., & Vanhamme, J. (2003). Inducing word-of-mouth by eliciting surprise–a pilot investigation. Journal of economic psychology, 24(1), 99-116.

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising,n36(5), 798-828.

De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing.nJournal of interactive marketing,o26(2), 83-91.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.

Downes, E. J., & McMillan, S. J. (2000). Defining interactivity: A qualitative identification of key dimensions. New media & society, 2(2), 157-179.

Drèze, X., & Hussherr, F. X. (2003). Internet advertising: Is anybody watching?.

Journal of interactive marketing, 17(4), 8-23.

Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of advertising research, 36(5), 21-21.

Duhan, D. F., Johnson, S. D., Wilcox, J. B., & Harrell, G. D. (1997). Influences on consumer use of word-of-mouth recommendation sources. Journal of the Academy of Marketing Science, 25(4), 283.

Edell, J. A., & Burke, M. C. (1984). The moderating effect of attitude toward an ad on ad effectiveness under different processing conditions. ACR North American Advances.

Ellison, N., Heino, R., & Gibbs, J. (2006). Managing impressions online: Self-presentation processes in the online dating environment. Journal of computer-mediated communication,o11(2), 415-441.

Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook -presentation processes in the online dating environof online social network sites. Journal of computer-mediated communication,o12(4), 1143-1168.

Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20(2), 139-150.

Fiore, A. M., & Jin, H. J. (2003). Influence of image interactivity on approach responses towards an online retailer.sInternet Research,n13(1), 38-48.

Fisher, T. (2009). ROI in social media: A look at the arguments.iJournal of Database Marketing & Customer Strategy Management,o16(3), 189-195.

Eisingerich, A. B., Chun, H. H., Liu, Y., Jia, H. M., & Bell, S. J. (2015). Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth. Journal of Consumer Psychology,o25(1), 120-128.

Fletcher-Tomenius, L., & Vossler, A. (2009). Trust in online therapeutic relationships: The therapist's experience.nCounselling Psychology Review,o24(2), 24-34.

Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management: a theoretical analysis. Journal of Marketing research, 337-346.

Fransen, M. L., Verlegh, P. W., Kirmani, A., & Smit, E. G. (2015). A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them. International Journal of Advertising, 34(1), 6-16.

Freedman, J. L., & Sears, D. O. (1965). Selective exposure. Advances in experimental social psychology, 2, 57-97.

Friestad, M., & Wright, P.(1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 21(1), 1-31.

Friestad, M., & Wright, P. (1995). Persuasion knowledge: Lay people's and

researchers' beliefs about the psychology of advertising. Journal of Consumer Research, 22(1), 62-74.

Gangadharbatla, H. (2008). Facebook me: Collective self-esteem, need to belong, and internet self-efficacy as predictors of the iGenerationw of mechanisms for countering them. fers froJournal of interactive advertising,o8(2), 5-15.

Gardner, M. P.(1985). Does attitude toward the ad affect brand attitude under a brand evaluation set?. Journal of Marketing Research, 192-198.

Gao, Q., Rau, P. L. P., & Salvendy, G. (2009). Perception of interactivity: Affects of four key variables in mobile advertising. International Journal of Human-Computer Interaction, 25(6), 479-505.

Goffman, E. (1959). The Presentation of Self in.iButler, Bodies that Matter.

Golan, G. J., & Zaidner, L. (2008). Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel.Journal of Computer-Mediated Communication,13(4), 959-972.

Golden, L. L., & Johnson, K. A. (1983). The impact of sensory preference and thinking versus feeling appeals on advertising effectiveness. ACR North American Advances.

Goldberg, M. E., & Gorn, G. J. (1987). Happy and sad TV programs: How they affect reactions to commercials. Journal of consumer research, 14(3), 387-403.

Gresham, L. G., & Shimp, T. A. (1985). Attitude toward the advertisement and brand attitudes: A classical conditioning perspective. Journal of Advertising, 14(1), 10-49.

Ha, L. (1996). Advertising clutter in consumer magazines: Dimensions and effects.

Journal of advertising research, 36(4), 76-85.

Ha, L., & James, E. L. (1998). Interactivity reexamined: A baseline analysis of early business web sites. Journal of Broadcasting & Electronic Media, 42(4), 457-474.

Hagenbuch, D. J., Wiese, M. D., Dose, J. J., & Bruce, M. L. (2008). Understanding Satisfied and Affectively Committed Clients' Lack of Referral Intent. Services Marketing Quarterly, 29(3), 24-74.

Hartline, M. D., & Jones, K. C. (1996). Employee performance cues in a hotel service environment: Influence on perceived service quality, value, and word-of-mouth intentions. Journal of Business Research, 35(3), 207-215.

Havitz, M. E., & Mannell, R. C. (2005). Enduring involvement, situational

involvement, and flow in leisure and non-leisure activities. Journal of Leisure Research, 37(2), 152.

Heeter, C. (1989). Implications of interactivity for communication research. Media use in the information age: Emerging patterns of adoption and consumer use.

Hillsdale, NJ: Lawrence Erlbaum, 217-235.

Heeter, C. (1989). Implications of new interactive technologies for conceptualizing communication. Media use in the information age: Emerging patterns of adoption and consumer use, 217-235.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), 38-52.

Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. The Journal of Marketing, 50-68.

Hoffman, K. D., & Turley, L. W. (2002). Atmospherics, service encounters and consumer decision making: An integrattve perspective. Journal of Marketing theory and practice, 10(3), 33-47.

Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing?.oMIT Sloan Management Review,I52(1), 41.

Holzner, S. (2009). Facebook marketing. Leverage Social media to grow your.

Hotchkiss, G. B. (1949). Advertising copy. Harper.

Houston, M. J. and M. L. Rothschild (1978). Conceptual and methodological

perspectives on involvement. Research frontiers in marketing: Dialogues and directions, 184-187.

Howe, P., & Teufel, B. (2014). Native advertising and digital natives: The effects of age and advertisement format on news website credibility judgments.tISOJ Journal,S4(1), 78-90.

Hoy, M. G., & Milne, G. (2010). Gender differences in privacy-related measures for young adult Facebook users.rJournal of Interactive Advertising,o10(2), 28-45.

Hussain, D., & Lasage, H. (2014). Online video advertisement avoidance: Can interactivity help?. Journal of Applied Business Research,o30(1), 43.

Jarvenpaa, S. L., & Todd, P. A. (1997). Is there a future for retailing on the Internet.

Electronic marketing and the consumer, 1(12), 139-154.

Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising,o43(2), 181-195.

Johnson, J. P. (2013). Targeted advertising and advertising avoidance. The RAND Journal of Economics, 44(1), 128-144.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media.iBusiness horizons,u53(1), 59-68.

Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of marketing communications,o15(2-3), 139-155.

Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of advertising in social networking sites: The teenage perspective.dJournal of interactive advertising,o10(2), 16-27.

Keller, K. L., & Kotler, P. (2016). Marketing management. Pearson.

Kettanurak, V. N., Ramamurthy, K., & Haseman, W. D. (2001). User attitude as a mediator of learning performance improvement in an interactive multimedia environment: an empirical investigation of the degree of interactivity and learning styles. International Journal of Human-Computer Studies,n54(4), 541-583.

Kirk, C. P., Chiagouris, L., Lala, V., & Thomas, J. D. (2015). How Do Digital Natives and Digital Immigrants Respond Differently to Interactivity Online?: A Model for Predicting Consumer Attitudes and Intentions to Use Digital Information Products. Journal of Advertising Research,o55(1), 81-94.

Knobloch-Westerwick, S., & Meng, J. (2009). Looking the other way: Selective exposure to attitude-consistent and counterattitudinal political information.

Communication Research, 36(3), 426-448.

Kotler, P., Saliba, S., & Wrenn, B. (1991). Marketing management: Analysis, planning, and control: Instructor's Manual. Prentice-hall.

Kumar, V., & Mirchandani, R. (2012). Increasing the ROI of social media

marketing.ng, and control: Instructor's Manual. PreLaskey, H. A., Fox, R. J.,

& Crask, M. R. (1995). The relationship between advertising message strategy and television commercial effectiveness. Journal of advertising research, 35(2), 31-40.

Lastovicka, J. L. (1979). Questioning the concept of involvement defined product classes. ACR North American Advances.

Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and

creativity. International Journal of Information Management,n36(3), 360-373.

Lee, T. (2005). The impact of perceptions of interactivity on customer trust and transaction intentions in mobile commerce. Journal of Electronic Commerce Research, 6(3), 165.

Liaw, G. F., Zhu, Z. W., & Lee, Y. H. (2005). The effects of risk reduction strategies on consumersions in mobile commerce. , informativeness, and crPan-Pacific Management Review, 8(1), 1-37.

Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness. Journal of advertising, 31(4), 53-64.

Logan, K., Bright, L. F., & Gangadharbatla, H. (2012). Facebook versus television:

advertising value perceptions among females.dJournal of Research in Interactive Marketing,o6(3), 164-179.

Lutz, R. J., MacKenzie, S. B., & Belch, G. E. (1983). Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences. ACR North American Advances.

MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing

explanations. Journal of marketing research, 130-143.

MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. The Journal of Marketing, 48-65.

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix.aBusiness horizons,u52(4), 357-365.

Mattila, A. S. (1999). Do emotional appeals work for services?. International Journal of Service Industry Management, 10(3), 292-307.

Massey, B. L., & Levy, M. R. (1999). Interactivity, online journalism, and English-language Web newspapers in Asia. Journalism & mass communication quarterly, 76(1), 138-151.

McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of advertising, 31(3), 29-42.

Mick, D. G. (1987). Toward a semiotic of advertising story grammars. Marketing and semiotics: New directions in the study of signs for sale, 249-278.

Mittal, B. (1989). Measuring purchase-decision involvement. Psychology &

Marketing, 6(2), 147-162.

Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson Australia.

Morris, M., & Ogan, C. (1996). The Internet as mass medium. Journal of Computer-Mediated Communication, 1(4), 0-0.

Moore, D. L., & Hutchinson, J. (1983). The effects of ad affect on advertising effectiveness. ACR North American Advances.

Morris, J. D., Woo, C., & Singh, A. J. (2005). Elaboration likelihood model: A missing intrinsic emotional implication. Journal of Targeting, Measurement and Analysis for Marketing, 14(1), 79-98.

Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which" intenders" actually buy?. Journal of marketing research, 391-405.

Morris, M., & Ogan, C. (1996). The Internet as mass medium.nJournal of Computer-Mediated Communication,o1(4), JCMC141.

Nan, X. (2006). Perceptual predictors of global attitude toward advertising: An investigation of both generalized and personalized beliefs. Journal of Current Issues & Research in Advertising, 28(1), 31-44.

Novak, T. P., & Hoffman, D. L. (1997). Measuring the flow experience among web users.tInterval Research Corporation,n31(1), 1-35.

Nyer, P. U. (1997). A study of the relationships between cognitive appraisals and consumption emotions. Journal of the Academy of Marketing Science, 25(4), 296-304.

Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard business review, 76, 97-105.

Pinto, M. B., & Yagnik, A. (2017). Fit for life: A content analysis of fitness tracker brands use of Facebook in social media marketing. Journal of Brand

Management, 24(1), 49-67.

Olney, T. J., Holbrook, M. B., & Batra, R. (1991). Consumer responses to

advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time. Journal of consumer research, 17(4), 440-453.

O4), 440-453.000). An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing.,Journal of Economic Psychology,o21(5), 545-576.

Page, T. J., Thorson, E., & Heide, M. P. (1990). The memory impact of commercials varying in emotional appeal and product involvement. Emotion in advertising, 255-268.

Panda, T. K., Panda, T. K., & Mishra, K. (2013). Does emotional appeal work in advertising? The rationality behind using emotional appeal to create favorable brand attitude. IUP Journal of Brand Management, 10(2), 7.

Pempek, T. A., Yermolayeva, Y. A., & Calvert, S. L. (2009). College students' social networking experiences on Facebook. Journal of applied developmental psychology,o30(3), 227-238.

Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement.aJournal of consumer research,o10(2), 135-146.

Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of

persuasion. In Communication and persuasion ommunication and persuasion T.

Pfeil, U., Arjan, R., & Zaphiris, P. (2009). Age differences in online social networkingIn rtising effectiveness: The moderating role of

involvement.avornagers and older users in MySpace. Computers in Human Behavior,o25(3), 643-654.

Phelps, J., & Thorson, E. (1991). Brand familiarity and product involvement effects on the attitude toward an ad-brand attitude relationship. ACR North American Advances.

Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (2004). Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email.Journal of advertising research,44(4), 333-348.

Prendergast, G., Ko, D., & Siu Yin, V. Y. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising,n29(5), 687-708.

Radzeviciute, r. & Sliburyte, l. (2005) Elektroninio marketingo iššu ̄kiai planuojant integruotą marketingo komunikaciją. Organizaciju ̨ Vadyba: Sisteminiai Tyrimai, 34, pp. 177eminiaRafaeli, S. (1988). From new media to

communication. Sage annual review of communication research: Advancing communication science, 16, 110-134.

Rafaeli, S., & Sudweeks, F. (1997). Networked interactivity. Journal of Computer-Mediated Communication, 2(4), 0-0.

Raney, A. A., Arpan, L. M., Pashupati, K., & Brill, D. A. (2003). At the movies, on the web: An investigation of the effects of entertaining and interactive web

content on site and brand evaluations. Journal of Interactive Marketing,o17(4), 38-53.

Raman, N. V. (1996). Determinants of desired exposure to interactive advertising.

Rao, A. R., Qu, L., & Ruekert, R. W. (1999). Signaling unobservable product quality through a brand ally. Journal of Marketing Research, 258-268.

Rice, R. E., & Williams, F. (1984). Theories old and new: The study of new media.

The new media: Communication, research, and technology, 55-80.

The new media: Communication, research, and technology, 55-80.

相關文件