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即時行銷裡的口碑與態度:有意義的影響以及國家文化暨解釋性程度的緩和效應

為了解決RTM Live的問題，作者艾力克 這樣論述：

The right, targeted communication on Social Media Platforms is highly essential for businesses nowadays. This thesis used advertisements on the relevant and widely used platform Instagram in its study. The purpose of this thesis was to analyze Real-time marketing on social media platforms and the c

onsumers’ perceptions of it. Influencing factors, like the different origin and construal level of each participants, were proposed. In this master thesis, a sample of 271 respondents has been collected in Germany and Taiwan to understand the differences of consumers’ responses to different Real-tim

e marketing advertisements. The participants were allocated into two random groups. While one group was shown advertisements of High Meaningfulness, the other group was shown advertisements of Low Meaningfulness. Several research frameworks were compared, and different elements were combined. This r

esulting integrated model, extended by the mediators is used as the research framework. The results indicate that more meaningful advertisements are also perceived as more meaningful by participants. Furthermore, positive consumers’ responses, specifically Word-of-mouth and Attitude, are directly re

lated with advertisements of higher meaningfulness. Therefore, higher meaningfulness has a direct positive effect on consumer responses. In addition to this, the origin of the respondent is influencing the individual’s processing fluency. Contrary to the expectations, construal level has no signific

ant effect on the processing fluency of Real-time marketing messages. The results confirm the appropriateness of the integrated model. Based on the empirical results, practical implication, limitations of the research and suggestions for future research are discussed.