DOI QR코드

DOI QR Code

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

Abstract

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.

Keywords

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

DJTJBT_2018_v16n11_255_f0001.png 이미지

Fig. 1. Experimental advertising according to message forms

Table 1. Factor analysis of measurement items

DJTJBT_2018_v16n11_255_t0001.png 이미지

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

DJTJBT_2018_v16n11_255_t0002.png 이미지

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

DJTJBT_2018_v16n11_255_t0003.png 이미지

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

DJTJBT_2018_v16n11_255_t0004.png 이미지

Table 5. Receptive degree of message forms according interaction

DJTJBT_2018_v16n11_255_t0005.png 이미지

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

DJTJBT_2018_v16n11_255_t0006.png 이미지

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

DJTJBT_2018_v16n11_255_t0007.png 이미지

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

DJTJBT_2018_v16n11_255_t0008.png 이미지

References

  1. H. D. Kim. (2016). The Effect of Online Shopping Values Factors on Credibility and Purchasing Intention of Product Information of SNS: Focus on Difference of Consumers' Involvement and Prior knowledge. Journal of Practical Research in Advertising and Public Relations, 9-4, 114-132.
  2. M. J. Choi & S. C. Yang. (2009). Internet Social Media and Journalism. Korea Press Foundation.
  3. J. K. Lee & Y. Choi. (2015). Why People Use Social Media? :A Comparison of Open and Closed SNSs. Korean Journal of Journalism & Communication Studies, 59(1), 115-148.
  4. S. S. Kim & J. A. Bae. (2014). A Study on Classification of SNS Communicators : Focused on the Comparison of Facebook and Twitter, The Journal of Cybercommunication Academic Society, 1(4), 97-139.
  5. S. W. Shin & W. H. Kim. (2011). A Study on the Effects of College Students' Use Motives of Social Media on Advertisement Uses. The Korean Journal of Advertising and Public Relations, 13(2), 342-376.
  6. E. A. Yu & H. C. Kim. (2014). The Communication Effects of Information Source and Message Type in Facebook: Focused on Self-Brand Congruity and Peer Influence. The Korean Journal of Advertising, 25(8), 425-456. https://doi.org/10.14377/KJA.2014.11.30.425
  7. J. Phua & S. J. Ahn. (2014). Explicating the 'Like' on Facebook Brand Pages: The Effect of Intensity of Facebook Use, Number of Overall 'Likes', and Number of Friends' 'Likes' on Consumers' Brand Outcomes. Journal of Marketing Communications, (ahead-of-print), 1-16. (DOI:10.1080/135272266.2014.941000)
  8. Y. R. Choi. (2011). Paradigm Characteristics of Social Marketing and Its Promotion Strategies. The e-Business Studies, 12(2), 343-362.
  9. Y. J. Yang & J. S. Yoo. (2014). A Study on the Effect of Self-determination Factors on SNS Engagement and Word-of-mouth Effect. The Korean Journal of Advertising and Public Relations, 16(4), 44-76.
  10. E. S. Lee & M. K. Kim. (2012). A Study on Companies' Fan Pages on Facebook as a Marketing Communication Channel. The Korean Journal of Advertising, 23(2), 31-55.
  11. H. M. Kim. (2014). A Study on Curation Services for Brand Relationships Utilization. Communication Design Academic Studies, 48, 112-124.
  12. G. Y. Lee & H. J. Lee. (2015). A Study of Advertisement Effects in Fashion Advertising of Image-based SNS: Focused on Instagram. Korean Society of Design Science, Conference Proceeding.
  13. E. S. Lee, Y. J. Kim & J, S. Ahn. (2013). Effects of Brand Self-Disclosure and User Social Connectedness on Response to Facebook Brand Fan Pages. Journal of The Korea Contents Association, 13(8), 60-71. https://doi.org/10.5392/JKCA.2013.13.08.060
  14. N. B. Ellison, C. Steinfield & C. Lampe. (2007). The Benefits of Facebook "Friends": Social Capital and College Students' Use of Online Social Network Sites. Journal of Computer Mediated Communication, 12(4), 1143-1168. https://doi.org/10.1111/j.1083-6101.2007.00367.x
  15. C. H. Cho, Y. H. Sung, K. J. Han, T. J. Kwon & W. Y. Choi. (2011). Analysis of Twitter Usage -Twitter Influence and Corporation Usage. Advertising Research, 88, 98-126.
  16. G. H. Min, H. S. Park, M. J. Song & J. K. Lee. (2015). The Effects of Types of Ads and the Intensity of Use on Electronic Word-of-Mouth in Facebook: The Moderating Role of Independents Self-Construal. The Korean Journal of Advertising, 26(8), 7-33.
  17. D. C. An & S. H. Kim. (2012). Attitudes toward SNS Advertising: A Comparison of Blog, Twitter, Facebook, and YouTube. The Korean Journal of Advertising, 23(3), 53-84.
  18. J. Y. Lee & P. S. Jang. (2013). Effects of Message Polarity and Type on Word of Mouth through SNS. The Journal of Digital Policy & Management, 11(6), 129-135.
  19. S. J. Lee, H. J. Bang & S. W. Noh. (2012). Effective Advertising Message Strategies for eWOM in SNS: Regarding the Tie Strength, Message Characteristics and Product Involvement. The Korean Journal of Advertising, 23(4), 119-146.
  20. P. Aula. (2010). Social Media, Reputation Risk and Ambient Publicity Management. Strategy & Leadership, 38(6), 43-49. https://doi.org/10.1108/10878571011088069
  21. S. S. Hansen, J. K. Lee & S. Y. Lee. (2014). Consumer-Generated Ads on Youtube: Impacts of Source Credibility and Need for Cognition on Attitudes, Interactive Behaviors, and Ewom. Journal of Electronic Commerce Research, 15(3), 254-266.
  22. H. R. Kim & C. H. Cho. (2014). Effects of Source's Social Distance on Consumer's Responses to Corporate Facebook Page: Focusing on Moderating Effects of Blatant Persuasive Intention, Normative Interpersonal Influence and Informative Interpersonal Influence. The Korean Journal of Advertising, 25(5), 7-42. https://doi.org/10.14377/KJA.2014.1.15.7
  23. B. Lawrence, S. Fournier & F. Brunel. (2013). When Companies don't Make the Ad: A Multimethod Inquiry into the Differential Effectiveness of Consumergenerated Advertising. Journal of Advertising, 42(4), 292-307. https://doi.org/10.1080/00913367.2013.795120
  24. H. J. Paek, T. Have, H. J. Jeong & M. Kim. (2011). Peer or Expert? The Persuasive Impact of YouTube Public Service Announcement Producers. International Journal of Advertising, 30(1), 161-188. https://doi.org/10.2501/IJA-30-1-161-188
  25. Y. W. Shin & C. H. Cho. (2014). A Study on Advertising Effectiveness of Source Expertness and Social Distance in Facebook : Applying Persuasion Knowledge Model. The Korean Journal of Advertising, 25(1), 7-33. https://doi.org/10.14377/KJA.2014.1.15.7
  26. N. J. DeVries & J. Carlson. (2014). Examining the Drivers and Brand Performance Implications of Customer Engagement with Brands in the Social Media Environment. Journal of Brand Management, 21(6), 495-515. https://doi.org/10.1057/bm.2014.18
  27. B. Jahn & W. Kunz. (2012). How to Transform Consumers into Fans of Your Brand. Journal of Service Management, 23(3), 344-361. https://doi.org/10.1108/09564231211248444
  28. S. Borle, U. Dholakia, S. Singh & E. Durham. (2012). An Emprical Investigation of Impact of Facebook Fan Page Participation on Customer Behavior. Marketing Science, 52(2), 1-36.
  29. D. G. Taylor, J. E. Lewin & D. Strutton. (2011). Friends, Fans, and Followers: Do Ads Work on Social Networks?. Journal of Advertising Research, 51(1), 258-275. https://doi.org/10.2501/JAR-51-1-258-275
  30. Korea Online Ad Association. (2018). Analysis and Prospect 2017 Korea Online Ad Market.
  31. KISA. (2015). Factual Survey on 2015 Mobile Internet Using.