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The Effects of SNS Advertisement Constituents on Advertising Reliability and Purchase Intention: Focusing on Facebook

SNS 광고 구성요인이 광고 신뢰도와 구매의도에 미치는 영향: 페이스북을 중심으로

  • Kim, Eun-Hee (Dept. of Advertising & Public Relations & journalism, Mokwon University) ;
  • Yu, Seung-Yeob (Dept. of Advertising & Public Relations, Namseoul University)
  • 김은희 (목원대학교 광고홍보언론학과) ;
  • 유승엽 (남서울대학교 광고홍보학과)
  • Received : 2018.03.08
  • Accepted : 2018.05.20
  • Published : 2018.05.28

Abstract

This study examined what constitutes the factors of the advertisement of Facebook advertisement, and what factors affect the reliability of the advertisement and the purchase intention. Data were collected from Facebook users and analyzed through exploratory factor analysis and multiple regression analysis. The results of this study are as follows: First, the factors of constituting Facebook advertisement were five factors of advertisement interest, customized information, advertisement exposure, peripheral responsiveness, and product late information. Second, it is confirmed that customized information has a statistically significant effect on ad reliability. However, ad exposure has an adverse effect on ad reliability. Third, customized information and advertising interest had a statistically significant effect on purchase intention. The results of this study have implications for the theoretical development of Facebook advertisement and the basic data for establishing Facebook advertisement strategy.

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