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Advertising effects depending on picture types of the sights and Facebook user's public self-consciousness

페이스북 포스트의 여행지 사진유형과 사용자의 공적자기의식(public self-consciousness)에 따른 광고효과

Park, Euna;Woo, Yeon-Hoo
박은아;우연후

  • Received : 2019.05.08
  • Accepted : 2019.07.20
  • Published : 2019.07.28

Abstract

This study investigated what type of destination image on Facebook increases positive attitude towards the destination and desire to travel. More specifically, we hypothesized that Facebook user's public self-consciousness will moderate the advertising effect, so we tested the difference in attitude towards the destination and willingness to visit and recommend based on the type of destination image (presence/absence of a tourist in the image) and user's public self-consciousness (high/low). As a result, when a tourist was present in the photo, positive attitude toward destination was higher than when absent. In addition, the high public self-consciousness group showed greater attitude toward destination and higher willingness to visit and recommend than low public self-consciousness group when a tourist was present in the image. However, the low public self-consciousness group showed no difference depending on the presence of a tourist. This research not only is academically significant as it experimentally tested advertising effect depending on type of destination image and Facebook user's public self-consciousness, but also holds practical significance as it suggests advertisement method to consider consumer's predisposition.

Keywords

SNS;Facebook;Tour Advertisement;Public Self-consciousness;Attitudes to the sights

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