Relationship Building and Maintaing with Advertising in New Media Advertising Environment

뉴미디어 광고환경에서 광고를 활용한 관계 형성 및 유지에 관한 연구

  • Choi, Min-Wook (Department of Advertising & Public Relations, Namseoul University)
  • 최민욱 (남서울대학교 광고홍보학과)
  • Received : 2015.12.06
  • Published : 2015.12.30


This study analyzed the relationship building and maintaining with advertising in new media advertising environment. The literature research and focus group interview were mainly used for research method, It was found that advertising played the role of building and developing the relationship as times went by. On the contrary, the relationship could be damaged by advertising. And model, music in advertising and program were the major factors which build relationship.


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