Journal of Internet of Things and Convergence (사물인터넷융복합논문지)

The Korea Internet of Things Society (한국사물인터넷학회)
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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
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Abstract

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.

본 논문에서는 문헌연구 및 소비자 대상 표적집단면접(FGI)을 중심으로 뉴미디어 광고환경에서 광고를 활용한 관계 형성 및 유지에 관해 연구하였다. 광고는 소비자와 브랜드의 관계에 있어서 시간의 흐름에 따라 관계를 형성하기도 하고 변화시키기도 하는 것으로 나타났다. 반면 광고로 인하여 브랜드와의 관계가 손상되는 경우도 발견할 수 있었다. 소비자-브랜드 관계를 형성하는데 있어서 광고모델, 음악, 광고집행 프로그램 등이 광고의 주요 관련 요소로 기능하는 것을 발견할 수 있었다.

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References

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