Instant noodle´s vs. hybrid electric vehicle´s AE effect in a social network game: An empirical study of Happy Farm

Statistical data show that about 35% of online game players and network users have started to use social networks, and this trend is increasing. One of the most common social networks which people use and has become very popular in recent years is Facebook. Users can communicate and share information via this social network. More importantly, in Taiwan, Facebook has attracted a lot of users because of its social network game called Happy Farm. Many people enjoy the game, which has motivated advertising (AE) vendors to add commercial activities into the game. This study used the AIDMA and AISAS models to compare the AE effect in Happy Farm game between two goods: instant noodle (convenience good) and hybrid electric vehicle (luxury good). The results show that (1) for the two types of goods, the path analysis is significant in both AIDMA and AISAS models; (2) the promotion effect is significant in both goods; (3) the search effect is greater for luxury goods than for convenient goods; (4) and interest and memory effect is more significant than other AE factors.