• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.452-464
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• 2018

The purpose of this study is to identify the brand personality factors of SNS based on SNS consumers and to examine the effect of SNS brand personality factors on the recognition of mobile native ads in SNS. As a property of mobile native advertisement, research model is suggested by introducing information, reliability, entertainment, interferences, and interactivity as research variables. And SNS users were surveyed. Through the online survey, 341 copies were used for the analysis. According to the results of the analysis, five characteristics of SNS brand personality factors such as 'sincerity', 'enthusiasm', 'charm', 'practical', and 'community' were derived. Among these, 'sincerity', 'enthusiastic', and 'community' brand attributes have a positive effect on most of mobile native advertising attributes, but 'practical' brand characteristics negatively. The attractiveness of the brand was not related to the mobile native advertisement.

• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.231-239
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• 2018

This study will analyze the meaning and the characteristic of advertising system in Facebook, one of the leading social platforms. This study focuses on finding the trend of mobile advertisement and observing Facebook users behavior. During 30seconds, the researcher observed the behaviors of 50 male and female university students which they access and use their own Facebook individually. After the observation, the researcher did an in-depth analysis based on offline discussion with tested participants. As a result, it can be classified in positive causes and negative causes of the advertisement. There are 3 positive causes; native advertisement effect, acquaintance effect, and big data effect and they help people watch the advertisement positively. 1.5-3 times per second high speed scroll behavior (Finger effect) is the main negative cause and it help users escape from the advertisement easily. These positive and negative causes have an interactive synergy which reduces user stress and makes people enjoy ad more than other media. Finally, both of them cause making Facebook a better environment for the advertisement.