• Management & Information Systems Review
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• v.38 no.1
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• pp.63-81
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• 2019

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.

• Journal of the Korea Convergence Society
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• v.8 no.3
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• pp.163-168
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• 2017

This study empirically examines the differences in attitude and memory effect according to the product knowledge (high knowledge / low knowledge) and temporal distance (near future / far future) in the new product preannouncing strategy of companies through Facebook Respectively. Experiments were conducted by inserting the experiment into a virtual web browser using Facebook 's actual brand fan page and then connecting the experiment to the experimental banner site. As a result of research, when preannouncing new products are released in the near future, low knowledge consumers have made judgments of purchasing decisions because GRM judgments are more favorable than property information (ARM) judgments, but preannouncing is a new product At the time of launch, highly-knowledgeable consumers had a positive effect on the property information (ARM) judgment of the product rather than the comprehensive information (GRM) judgment. In addition, when preannouncing was introduced in the near future, the attitudes of the products between the low-knowledge consumers and the high-knowledge consumers were all positive, but when the new products were launched in the distant future, Product attitude was negative.