Paper Title
Application of S-O-R Model on Study of Social Media Marketing for Taipei 2017 Summer Universiade

This paper examines the efficacy of the social media marketing for the Taipei 2017 Summer Universiade with the “Stimulus-Organism-Response (S-O-R) Model”. We had aspects such as the “degree of communication” (S) of the media marketing content of the Universiade as the antecedent variable, the audience’s “degree of favorable impression” (O1) and “degree of trust” (O2) the mediators, and the “desire to participate” (R1), “assessment of events’ efficacy” (R2) and “supportive actions” the dependent variables. Online questionnaires were used for the survey with 303 respondents from Taipei City, and the proposed research hypothesis was examined with structural equation modeling (SEM) techniques. We found that five variables in the social media marketing of the Universiade, namely degree of communication, degree of favorable impression, degree of trust, desire to participate and evaluation of events’ efficacy, showed significant positive influences. Favorable impression and trust were important mediators of the S-O-R framework, which can efficiently explicate the efficacy of the social media marketing for the Universiade. The result suggests that government agencies should endeavor to increase both the quality and quantity of the media content when organizing social media marketing events to reinforce the media’s efficacy so that the audience’s perception of favorable impression and trust would be generated. This helps enhance the citizen’s rating of the marketing efficacy of the Universiade as well as their own desire to participate. Index Terms: S-O-R Model, Taipei 2017 Summer Universiade, Social Media Marketing (SMM)