SNS 유형과 이용강도에 따른 광고 메시지 형태 및 정보원별 수용태도에 관한 연구
The Study on Receptive Attitude of Advertising Message Forms and Information Sources According to SNS’ Type and Use Intensity
- Resource Type
- Article
Text
- Authors
- 김화동; Hwa-Dong Kim
- Source
- 디지털융복합연구, 11/30/2018, Vol. 16, Issue 11, p. 255-265
- Subject
- 소셜 네트워크 서비스 유형
소셜 네트워크 서비스 이용강도
메시지 형태
정보원
광고 수용태도
Type of SNS
Use Intensity of SNS
Message Form
Information Source
Receptive Attitude of Advertising
- Language
- 한국어(KOR)
- ISSN
- 2713-6434
This study investigated what kind of message forms and information sources more effect according to SNS’ type and use intensity. To this end, this study did experimental analysis using collected data by survey which manufactured message forms and situational contents of information sources. According to analysis results, the effect of message forms showed difference according to SNS’ type and use intensity. Realistic message showed greater effect in interest-based SNS and high use intensity. Evaluative message showed greater effect in relation-based SNS regardless of use intensity. The effect of information sources showed difference according to SNS’ type. Friend or college and knower showed greater effect in relation- based SNS, and company showed greater effect in interest-based SNS. In the case of use intensity, friend or college showed the greatest effect without difference. Such results can provide a practical contribution in planning SNS advertising strategy. Future Studies need to expand survey variously into SNS and subject.