Various social media marketing activities affect onlinebrand trust

各種社群媒體行銷活動影響線上品牌信任

本研究旨在探討付費、自有和贏得（POE）策略衍生的三種社群媒體行銷（SMM）活動（網紅代言、官網消息和電子口碑），並探討社群媒體行銷活動、品牌形象/品牌熟悉度和Instagram線上品牌信任度間因果關係。本研究價值在探究品牌形象/品牌熟悉度在社群媒體行銷活動與線上品牌信任的中介作用。本研究在2022 春於台灣收集500 份有效線上問卷，並採用結構方程模型(SEM)。實證結果表示，品牌形象和品牌熟悉度成功在社群媒體行銷活動和線上品牌信任間扮演中介效果；同時，知覺差異在建立線上品牌信任上發揮調節效果。且網紅代言是影響品牌形象和品牌熟悉度進而影響線上品牌信任的最有效工具。

The purpose of the study is to explore the three types of social media marketing (SMM) activities (internet celebrity endorsements, official website messages, and electronic word-of-mouth) derived from paid, owned, and earned (POE) strategies, and to explore the causal relationship between social media marketing activities, brand image/brand familiarity, and online brand trust on Instagram. The value of the study is to explore the mediating effect of brand image/brand familiarity between social media marketing activities and online brand trust. This study collected 500 valid online questionnaires in Taiwan in the Spring of 2022 and estimated by structural equation modeling (SEM). Empirical results show that brand image and brand familiarity successfully play a mediating role between social media marketing activities and online brand trust. Additionally, perceptual differentiation plays a significant moderating role in building online brand trust. Moreover, internet celebrity endorsement is the most effective tool to influence brand image and brand familiarity, and then affect online brand trust.