隨著社群媒體滲透在你我的生活中，越來越多的民眾使用臉書獲得選舉資訊，臺灣大多數的候選人開始使用公開的臉書粉絲團來助選。本研究使用電腦內容分析法，考察2016 年和2020 年兩屆區域立委選舉中217 位候選人在臉書粉絲團的貼文中如何使用三種廣告訴求策略：理性訴求、感性訴求和自我揭露私生活。研究進一步探討這些臉書貼文策略使用的影響因素，以及對網友回文中所表達的認知處理水平、正負面情感、和臉書政治參與行為的影響。

Given the penetration of social media among citizens and the increasing use of Facebook to obtain election information, most Taiwanese political candidates are turning to public Facebook groups as a means of engaging with the electorate. This research used computerized content analysis to examine how 217 political candidates utilized three advertising appeal strategies, including rational appeals, emotional appeals, and self-disclosure of private life, in their Facebook group posts during regional legislative elections in 2016 and 2020. Additionally, this study explored possible influencing factors of using these strategies and how the usage of these strategies in candidates’ posts influenced Facebook users’ cognitive processing, positive and negative emotions expressed in their comments, and political engagement on Facebook.