The Study on Receptive Attitude of Advertising Message Forms and Information Sources According to SNS' Type and Use Intensity

SNS 유형과 이용강도에 따른 광고 메시지 형태 및 정보원별 수용태도에 관한 연구

  • Kim, Hwa-Dong (Division of Advertising & Public Relations & Journalism, Mokwon University)
  • 김화동 (목원대학교 광고홍보언론학과)
  • Received : 2018.09.13
  • Accepted : 2018.11.20
  • Published : 2018.11.28


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.


Type of SNS;Use Intensity of SNS;Message Form;Information Source;Receptive Attitude of Advertising

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Fig. 1. Experimental advertising according to message forms

Table 1. Factor analysis of measurement items

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Table 2. Significance test of independent variables’ effect on receptive degree of message forms

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Table 3. Receptive degree of message forms according type of SNS

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Table 4. Receptive degree of message forms according use intensity of SNS

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Table 5. Receptive degree of message forms according interaction

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Table 6. Significance test of independent variables’ effect on receptive degree of Information source

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Table 7. Receptive degree of Information Source according type of SNS

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Table 8. Receptive degree of information sources according use intensity of SNS

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