隨著網際網路跟行動裝置的普及，使用社群平台已經成為社會大眾中生活的一部份，而這也成為企業利用社群平台與顧客溝通的管道。過去研究多以彈出式廣告、影片前置廣告等廣告形式探討廣告效果，並發現這類型的廣告會產生知覺侵擾、廣告惱怒、廣告懷疑等等廣告負面情緒會負向影響廣告效果，然而比較少著墨探討社群媒體Instagram限時動態形式的贊助廣告所產生之廣告負面情緒會不會負向影響廣告效果。Instagram限時動態形式的贊助廣告可以區分為網紅贊助廣告與品牌贊助廣告，而本研究也深入探討不同贊助廣告來源對廣告負面情緒與廣告效果有沒有程度上的差異。
本研究以模擬情境並採用問卷調查法的方式進行，研究發現不同贊助廣告來源對廣告負面情緒（知覺侵擾、廣告惱怒、廣告懷疑）與廣告效果（廣告態度、品牌態度、點擊意願）具有顯著影響，同時發現Instagram限時動態贊助廣告所產生之負面情緒顯著負向影響廣告效果。最後提供企業與廣告商對於社群媒體廣告投放之建議。

With the popularity of the internet and mobile devices, the use of social media platforms has become a part of people's daily lives, and it has also become a channel for companies to communicate with customers. Previous studies have mainly explored the effects of advertising formats such as pop-up ads and pre-roll videos ads, and found that these types of ads can generate negative emotions such as perceived intrusiveness, ad annoyance, and ad skepticism, which can negatively impact ad effectiveness. However, less attention has been paid to whether negative emotions generated by sponsored ads in the form of Instagram stories on social media platforms will also negatively affect ad effectiveness. Sponsored ads in the form of Instagram stories can be divided into influencer-sponsored ads and brand-sponsored ads, and this study also explores whether there are differences in the degree of negative emotions and ad effectiveness between different ad sponsorship sources.
This study used a survey method in a simulated scenario and found that different ad sponsorship sources have a significant impact on negative emotions （perceived intrusiveness, ad irritation, and ad skepticism） and ad effectiveness （ad attitude, brand attitude, and click intention）. At the same time, it was found that the negative emotions generated by Instagram sponsored ads in the form of stories significantly negatively affect ad effectiveness. Ultimately, the study provides recommendations for companies and advertisers regarding the deployment of social media advertising.

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