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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.

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A weblog (blog) is a form of online technology that has the potential to be a teaching tool by creating a contact point between the teacher and the learner. In this study we used an Internet questionnaire to investigate teaching-related activities, with 187 blog users. The results of the statistical analysis provide several conclusions: a positive perception of value positively influences continued intention to use; convenience of use positively influences user perception of value; interaction; personalization; service compatibility; and cognitive effort all positively influence user perception of value.

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In recent years, there has been a significant rise in the popularity of Web 2.0 applications. Our purpose was to examine the behaviors of Internet users. Voluntary participants (N = 691) were recruited through banners posted on a leading commercial website in Taiwan and were randomly allocated to 7 groups. The between-participants experimental design included 3 forms of payment crossed with 2 levels of payment, and a control condition with no payment. We found that behaviors on the Internet are linked to norms that are followed according to communal or exchange relationships during participation. Therefore, the distinction of communal and exchange relationships can be important in understanding user behaviors on the Internet.