지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
이용수
초록· 키워드
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With the advent of smart media ecology, the influence of social media has been drastically increasing. Indeed, social media has become a vital part of human’s everyday lives. On the social media, any users can create their own contents, share(spread) them and also conduct integrated marketing communication(IMC) activities such as advertising, public relations, personal selling, publicity, viral marketing(word-of-mouth, WOM) and sales promotion. This trend has offered a great opportunity to the companies and organizations that have realized the characteristics and importance of the social media. Against this backdrop, this study examines subjects’ eye movement pattern and surveys their attitudes to the exposed advertisements on the Facebook. Different from the F-shaped pattern of the typical Web pages, users’ eye movements on the social network service sites, especially Facebook have shown a rough H-shape. Even though a large number of users have shown F-shaped form on the ordinary Web pages in order to skip the Web, subjects’ eye-movement pattern on the Facebook through this experiment has H -shaped pattern due to the unique User Interface (UI) of the Facebook. Because of the right side and vertical arrangement of ads on the Facebook, users skip the page with having large H-shaped pattern. In addition, this study set four AOIs that are each advertising section comprised on the Facebook Web page and measured fixation length within the AOI then surveyed subjects’ attitudes to exposed advertising. Through the experiment and survey, this study offers the best effective advertising position that can attract Facebook users’ attention. As the result of experiment and survey, the second ad has the subjects’ highest attitude to advertising and fourth ad is the next effectiveness and first and third ad followed with total four manipulated ads in the experiment. This study can offer the key implications to consider the way to give better user experiences and marketing strategies to users who are the consumers of companies and organizations which have a plan to put their advertising on the Facebook.
목차
Abstract
1. Introduction
2. Theoretical Background
3. Research Question & Hypothesis
4. Methodology
5. Result and Discussion
Reference
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UCI(KEPA) : I410-ECN-0101-2014-004-000278696