從近年新聞媒體報道，消費者對不同社會議題以及其立場之表達更爲關注。消費者逐漸在意品牌會否就某些社會問題採取立場或發言。就現有研究探討結果，品牌表達對社會議題之立場會對消費者的行為造成正負不同影響。此外，網絡與社群媒體已成為現今生活不可或缺的一部分。品牌現傾向於通過社群媒體廣告與客戶接觸。現有研究重點大多著重於探討網路社群媒體廣告的有效性上，並取得正面顯著結果。為了解現今數位時代最新的消費者行為，本研究將會對品牌社會行動主義和網絡社群媒體廣告作出量性實驗研究，探討品牌表達對社會議題之立場對品牌形象和顧客購買意願的影響。從結果來看，網絡社群媒體上品牌有對社會議題表達立場的廣告比沒有對社會議題表達立場的廣告可為品牌形象和客戶購買意願帶來更正面影響。由於廣告投放於網絡社群媒體平台，主觀規範可能會對消費者行爲造成影響。本文將探討主觀規範與品牌有對社會議題表達立場的廣告對消費者行爲影響之間的關係。結果表明，當消費者的主觀規範水平較高時，會增強品牌有對社會議題表達立場的廣告對品牌形象和消費者購買意願的影響。本研究之結果將為品牌社會行動主義及其消費者行為提供了最新的相關理論及管理應用意見。

In recent years, social activism issues have attracted more attention from different societies. Consumers started aware of whether the brands took a stand or spoke up for certain social issues. From the previous research, customers’ behaviour will affect by brand social activism. Moreover, social media has become a daily essential. Brands tend to impost social media advertising to retain their customer. Most of the previous studies focus on the effectiveness of social media advertising with a positive result. To understand the recent customer be haviour in the digital era, this quantitative experimental research is about brand social activism and social media advertising. The impact of social activism advertisement on the brand image and customers’ purchasing intention are examined in this research. From the result, social activism advertisements on social media have a higher positive impact on brand attitude and customers’ purchasing intention. As the advertisement is based on the social media platform, the individual’s attitudes may be affected by the normative influence. The relationship between subjective norms and social activism advertisement is examined. From the result, when consumers have a higher subjective norm level, the effect of social activism advertisement on brand attitude and customers’ purchasing intention can be enhanced. The findings of the result provide up-to-date theoretical and managerial implications related to brand social activism and customer behaviour.

Thesis validation letter i
Abstract in Chinese ii
Abstract in English iii
Introduction 1
Literature Review and hypotheses 4
Overview of studies 11
Study 1: 11
Study 2: 16
General discussion 21
Limitations and future research 24
Conclusion 26
Reference 27
Appendix 31

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