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网路隐性行销对消费者行为之影响研究

【中文摘要】:此论文主要探讨的问题是究竟网路上的隐性行销如何去影响消费者的行为。其他次要的问题包括:隐性行销的各式技巧对消费者行为有何影响?若真有影响,究竟怎幺样的商品最适合用此方式来行销?藉由探讨这些问题,此研究希望能找出网路隐性行销吸引的族群,且希望能找出最适合利用隐性行销宣传的商品。

面对消费者对广告的抗拒,许多公

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司都开始使用隐性的行销手段。然而这样的手段引起不

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少论辩,特别在销售伦理上引人诟病。的确,究竟公司该不该使用临时演员或是假的部落格来为自己宣传都令人值得深思。

不同的作者都提出相同的问题:为什幺公司想要使用如此的行销技巧?本文试图证明,这样的行销方式,正是用来阻止消费者对广告的抗拒。
【英文摘要】:The central research question of this thesis is the following: What are the effects of the onli

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ne stealth marketing on the consumers behaviors?
Sub-research questions arising are: Do online stealth marketing techniques have different consequences on consumer behavior: first depending on the characteristics of these consumers, then depending on the type of product for which the technique is used. The objective of this study is to determine for which target and for which type of product stealth marketing is best suited.
Facing the resistance to advertising developed by consumers, companies are turning to stealth marketing practices. Stealth marketing techniques – and especially ethical issues they raise – are for some years at the heart of debates. Indeed, whether the Sony Ericsson scandal and its tourist-actors promoting the latest cell phone, or fake blog set up by Sony to power the conversations around his PSP, stealth marketing seems this as "online" than "offline".

Different authors have been led to raise the following question: why companies use such marketing techniques? This appears to be a response to the resistance to advertising developed by consumers.
【参考文献】:

  • Bibliography
  • I. Academic articles
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  • II. Periodical articles
  • C. BOYER, ASHLEY R. (2007), “Spies like us”, Electronic Gaming Monthly , Issue 213, pp38-10.
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  • Fadner, ROSS (2004), Behavioral & Contextual Targeting: A Primer, MediaPost”s MediaDailyNews .
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  • MOHR I CHIAGOURIS L. (2005), “Get the Word Out.” Marketing Management , Vol. 14 (4), pp. 51-53.
  • Taylor CP (2005), “What”s in a word,” Brandweek , Vol. 46 (38), p30-32
  • III. Books
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  • IV. Websites
  • BRAUN J. (2009), Talk with Julian Braun : “10% of campaigns are created by users, Strategies , April 2009 Julian Braun is Director of Blogbang (Publicis) Document available on the Internet.. , Accessed 28/03/2009.
  • RENAUD JF (2009), Integrating social networking into your Internet strategy , Infopresse Day, document available on Internet accessed on 01/04/2009.
  • 来源:中山大学;作者:欧利蜜雅
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