Research On The Relationship Between The Types Of Social Media Advertisement And Advertisement Effect

The development of social media has transformed online world from one-way entrance platform in the past into a two-way and interactive dynamic mode. The ability of the instant messaging is attract a large number of consumers gather here, moreover build up a bridge for information sharing between enterprise and consumers, make enterprise through the platform, enter the social media marketing, effectively pass on the advertisement information, promote the advertisement effects. This research is according to an example of Thailand 7-ELEVEN's facebook fanpage. Investigate the relation between the category of social media advertisement and the advertisement result, for the enterprise when they are entering the social media marketing, according to the specific situation, choose the right social media category, reach the best result of the social media advertisement.The purposes of this study are:1. The relation between the category of the social media advertisement and the result of the advertisement.2. To investigate the motivation of consumers to join the 7-ELEVEN Facebook fan page.3. To study the effect of social media advertising on the effect of ELEVEN 7-on the effect of the purchase intention and attitude.4.Explore the demographic variables, Facebook fan page of interference from the use of patterns for the advertising effect.This research divide the real social media advertisement into three types, which are product advertisement, promotion advertisement and store image advertisement, besides also select one of the advertisement which has the most "like" from each category, collects opinions of respondents by using online questionnaires.The conclusions of this study include:1. The motivation of consumers to join 7-ELEVEN facebook fanpage determined by getting information of product and promotion.2. Consumers concerning to the social media advertisement have positive tendency. The different type of the social media advertisement has the different level of positive tendency.3. On the impact of advertising effect on purchase intention and attitude, demographic variables has no moderating effect, but the Facebook and fan page use pattern has some significant moderating effect.