英文摘要 |
Since the social network services (SNS) become very popular recently, marketers begin to develop a new communicating tool to contact customers through social media. Social advertising was adopted to deliver marketing information to targeted customers. Instead of traditional types of advertisement, such as banners, text-links and widgets, another new type of advertisement called “native advertising” is also generated and delivered on SNSs. However, there is still no clear answer whether these above social advertisements will provide marketing outcomes. This study will try to measure the performance of social advertisements, in order to establish the best social advertising strategic portfolio for companies. |