Management & Information Systems Review (경영과정보연구)

Daehan Academy of Management Information Systems (대한경영정보학회)
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A Study on Strategic Management of Native Advertisement

네이티브 광고의 전략적 관리방안에 관한 연구

  • Son, Jeyoung (Dept. of International Business & Trade, Kyung Hee University) ;
  • Kang, Inwon (Dept. of International Business & Trade, Kyung Hee University)
  • Received : 2018.11.20
  • Accepted : 2019.03.04
  • Published : 2019.03.31
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Abstract

In order to overcome the disadvantages of banner ad, pop-up ad, interstitial ad, which are existing web advertisement forms, native ad is actively utilized. Native advertising is considered to be a useful advertising technique in that it can reduce users' rejection and attract attention. However, in recent years, there have been a lot of fake news and fake contents that have turned articles or video contents into advertisements. The purpose of this study is to understand how firms can coordinate and control native advertisements in a rational way. For this analysis, we conducted a survey of 308 social media users using quota sampling method. As a result of the verification, it was found that the more negative the perception of the evaluation of the advertisement, the less the level of persuasion about the advertisement and the negative impact on the website where the advertisement is exposed. In addition, this study examined the influence of the negative stimulus factors on the qualitative performance of the firm. As a result, it was found that source non-expert had the highest effect on skepticism on ad. Also, platform overflow has a direct effect on the evaluation of the website as well as the negative evaluation of the advertisement. Moreover, this study provides concrete implications for the subdivision market by verifying the differences between the paths according to the level of website involvement.

기업들은 기존의 웹광고 기법인 베너 광고, 팝업 광고, 삽입 광고 등의 단점들을 극복하기 위해, 이용자들의 거부감을 줄이는 네이티브 광고(native ad)를 적극적으로 활용하고 있다. 네이티브 광고는 이용자들의 거부감을 줄이고 동시에 이목을 이끌어 낼 수 있다는 점에서 유용한 광고기법으로 여겨지고 있으나, 최근에는 전문적인 기사나 동영상 콘텐츠가 광고로 둔갑을 하는 이른바 가짜뉴스, 가짜콘텐츠가 생성되어 그 폐해가 많아 보인다. 이에 본 연구는 웹상에서 기업들이 네이티브 광고를 어떻게 조율하고 통제하는 것이 합리적인 방향으로 기업들의 성과에 기여할 수 있는지에 대하여 파악하고자 하였다. 연구의 검증결과, 광고에 대한 평가가 부정적으로 지각될수록 해당 광고게시물에 대한 설득수준을 저해함과 동시에 해당 광고가 노출되는 웹사이트에도 부정적인 영향을 미칠 수 있다는 것을 파악하였다. 또한, 본 연구는 네이티브 광고기법의 부정적 자극요인들을 중심으로 기업의 질적 성과에 미치는 영향력을 검증한 결과, 정보원의 비전문성이 광고에 대한 의구심에 가장 높은 영향을 미친다는 것을 알 수 있었다. 뿐만 아니라 플랫폼의 정보과잉은 광고에 대한 부정적 평가와 더불어 웹사이트의 평가에도 직접적인 영향을 가진다는 것을 확인할 수 있었다. 아울러 본 연구는 이용자의 웹사이트 관여수준에 따라 경로 간의 차이를 검증함으로써, 세분시장에서 적용될만한 구체적인 시사점들을 제시하였다.

Keywords

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