社群媒體(Social media)可成為一項即時有效的行銷工具，運用社群媒體所做的社群廣告可幫助企業擴張市場、帶來成長的機會。先前的研究指出，社群廣告可由訊息內容與宣傳形式組成；其中，訊息內容通常可分為娛樂型與經濟型兩種，宣傳形式則可分為貼文宣傳以及活動邀請兩類。Fogg & Eckles (2007)以行為鏈模型(Behavior Chain Model)闡釋使用者接觸社群訊息後的三層次涉入行為效果：首先為發現、其次為初步涉入、最後為真正承諾。本論文以一則粉絲專頁的咖啡廣告為例，上述文獻為基礎，透過實驗設計法，探討社群廣告的效益進而探討社群行銷的可行方法。主要研究內容包括：(1)娛樂型與經濟型內容的廣告效果比較；(2)貼文宣傳與活動邀請的廣告效果比較；(3)使用者的隱私顧慮對社群廣告效果的調節作用。
實證結果指出，訊息內容與傳遞形式兩者皆會產生顯著的行為鏈效果,經濟型內容產生較強的行為鏈效果；貼文宣傳則較活動邀請能產生較深的行為鏈效果。但兩者之間並無顯著的交互作用；使用者的隱私顧慮雖然對社群廣告的效果無調節作用，但使用者的隱私顧慮則會顯著影響社群廣告的效果。最後，本研究歸納公司應採取簡單、易懂的宣傳形式搭配經濟型的內容，在避免讓消費者引起隱私顧慮的前提下，最能達成社群廣告的宣傳效果，並進一步發揮社群行銷的影響力。

Social media can be considered a timely and cost-effective marketing tool. By using social media as social advertisement, it can provide companies with opportunities for expanding market. According to literature reviews, social media advertisement are constituted by message content and promotion form, while the message content can be classified into two categories, recreational and utilitarian; and promotion form can be divided to wall post and event invitation. Furthermore, Fogg and Eckles’ Behavior Chain Model (2007) demonstrates the behavior chain effect of social media, the three-phases involving behaviors, which are Discovery, Superficial Involvement, and True Commitment. On the basis of literature review, this study will adopt the experimental design methodology, simulating one Fanpage advertisement, trying to (1) compare the effect of message content between recreational and utilitarian; (2) compare the effect of promotion form between wall post and event invitation; (3) discuss the moderate effect of consumers’ privacy concern attitude.
The results demonstrate that both message content and promotion form can cause significant behavior chain effects; utilitarian content can trigger stronger behavior chain effect than recreational content and wall post leads consumers more involved than event invitation; however, there is no interaction effect. Though privacy concern does not have moderating effects, privacy concern may significantly influence SNS advertising effects. Above all, this research concludes that company may adopt simple and easy to understand promotion form, combining with utilitarian content, under the premise of avoiding interpreting consumers’ privacy, to reach the best SNS advertising effect, and even to leverage social marketing effectiveness.

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