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Purpose -The purpose of this paper is to focus specifically on the examination of factors influencing the effectiveness of product placement in social media. Design/methodology/approach -Two field experiments were used to test research models and questions. In each experiment, random sampling was used to assign volunteers into groups, controlled by different experimental settings. Questionnaires were distributed to the volunteers in order to collect their attitude toward advertisement, brand impression, and intention to click the advertisement. Their browsing behavior was measured by click through rate, browse depth, and browsing time.Findings -The paper found that the effects of product placement conducts (product prominence and presentation) in social media are similar to the effects of product placement in other media. Also, a match between the vehicle and product would create deeper browsing depth and longer browsing time on the product web site. Product placement on a higher awareness vehicle would be more effective for marketing. Originality/value -This study makes its contribution in understanding the effectiveness of product placement in social media on delivering a marketing message. The results further highlight the importance of "integrating" the product placement content with its context and its vehicle.

Trust is relatively influential factor of customer behavior in online financial services. The purpose of this study is to propose a framework of intention to continuously adopt online financial services. To test the model, partial least squares is employed to analyze data collected from 126 respondents in Taiwan. The research findings showed that: 1. website trust influences on the intention to continuous adoption of online financial services; 2. cognitive trust of online customers influences on affective trust; 3. factors of transaction security, website and company awareness, prior Internet experience, and navigation functions directly influence on cognitive trust of online customers, and; 4. transaction security is the only factor that influences on affective trust of online customers. This research provides a theoretical foundation for academics and also practical guidelines for service providers in dealing with the trust aspects of online financial service.

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Expectancy theory is applied to construct a conceptual framework and identify key factors that motivate bloggers to create and maintain a weblog. A questionnaire was distributed to 177 bloggers. Our research findings suggest that bloggers with high motivational rewards have the highest levels of blogging intention, and that a blogger with higher blogging intention is willing to invest more time in maintaining their blog and posts more articles on their blog. Pouring out feelings and regularly connecting with friends and acquaintances were the two most important motivational rewards. Unlike news reporters, intrinsic rewards are more important than extrinsic rewards for bloggers. For the bloggers studied here, blogging is a reliable tool to ensure that people they care about have an easy way of keeping in contact with them.

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