探討網紅代言與留言情緒對產品銷售之影響─以A保健食品品牌的臉書廣告為例

Abstract

隨著人們開始對自己的健康越發重視，女性更加在乎自己的美麗與健康，A保健食品品牌主要經營膠原蛋白保健食品，透過科技方式，採用小包裝設計讓消費者可以隨時隨地攜帶並能補充營養。對品牌主而言，隨著網際網路的快速發展，消費者尋找健康資訊的行為也趨向以網路來滿足需求，企業創建Facebook粉絲專頁進行行銷推廣越來越常見，透過網紅代言帶動更多消費者進行口碑行銷，以及消費者之間的互動進行推廣，對於提升消費者的購買意願具有一定程度的影響力。因此，本研究透過蒐集30則臉書廣告貼文樣本之留言，並以內容分析法進行數據分析，分別探討「網紅等級」、「情感表達：發表正向評論」、「情感表達：發表負向評論」，以及「讀者間互動」對銷售金額的影響。根據本研究之分析結果，「情感表達：發表負向評論」與「情感表達：發表正向評論」對銷售金額有正向顯著之影響，顯示網紅帶動討論熱度的重要性，以及不同的網紅屬性和如何讓粉絲留言創造更多討論熱度都是品牌主需要思考的重點。As people become more concerned about their health, women in particular place a greater emphasis on their beauty and well-being. A health food brand, A, specializes in collagen supplements and uses technology to create small packaging that allows consumers to carry and supplement their nutrition anytime, anywhere. With the rapid development of the internet, consumers are increasingly turning to the web to search for health information. As a result, it has become increasingly common for businesses to create Facebook fan pages for marketing and promotion, through the endorsement of micro-celebrity endorsements, the brand can drive more consumers to engage in word-of-mouth marketing, and the interactions between consumers can also help to increase their willingness to make a purchase.Therefore, this study collected 30 Facebook advertisement comments samples and conducted data analysis using content analysis to explore the impact of"influencer level," "emotional expression: positive comments," "emotional expression: negative comments," and "reader interaction" on sales. According to the analysis results, "emotional expression: negative comments" and "emotional expression: positive comments" have a positive and significant impact on sales, highlighting the importance of influencers in driving discussion and how different influencer attributes and methods of encouraging fans to comment can create more discussion and engagement for the brand.