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The Potential of mini-drama in the advertising industry in Taiwan

The Potential of mini-drama in the advertising industry in Taiwan. UE4A 1098200023 Chuck Cheng. Proposed Research Topic. A predictive analysis of the expansibility in mini-drama commercials in Taiwan. Purposes. Help companies to make decisions by State the potential Show the advantages.

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The Potential of mini-drama in the advertising industry in Taiwan

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  1. The Potential of mini-drama in the advertising industry in Taiwan UE4A 1098200023 Chuck Cheng

  2. Proposed Research Topic A predictive analysis of the expansibility in mini-drama commercials in Taiwan.

  3. Purposes Help companies to make decisions by State the potential Show the advantages

  4. Background • Video sharing websites • Longer advertising • WOM theory • High potential.

  5. Scope • From 2012/10 ~ 2013/5 • 100 people • Watching mini-drama advertising • Survey questionnaires

  6. Theoretical framework • Word-of-mouth marketing (WOMM) • Consumer-to-consumer communications • Mini-Drama is a kind of Word-of-Mouth Marketing

  7. Method The development of online video sharing websites. The way people receive information. The survey Candidates’ reactions The different influence on products

  8. Limitations • A new stream • Only few sample • Enough portions

  9. References • Robert V. Kozinets, Kristine de Valck, Andrea C. Wojnicki, & Sarah J.S Wilner (2010) Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Retrieved from http://www.etnografiadigitale.it/wp-content/uploads/2012/04/Networked_Narratives_JM2010_Final_SM.pdf • Wolfgang Palka, Key Pousttchi & Dietmar G Wiedemann (2009) Mobile word-of-mouth – A grounded theory of mobile viral marketing. Retrieved fromhttp://www.palgrave-journals.com/jit/journal/v24/n2/full/jit200837a.html • 陳冠禹 (2011) Enhanced ASIFT Image Retrieval Approach for Product Recommendation Based on Web Video Content. Retrieved fromhttp://readbook.lib.ntust.edu.tw/handle/987654321/23142

  10. Goodbye~

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