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The Effects of Native Advertising on Readers' Recognition, Attitude, and Sharing Intention
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네이티브 광고의 브랜드 및 제품 노출이 수용자의 광고 인지와 태도, 공유 의도에 미치는 영향

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Type
Academic journal
Author
Lee, SooᐨBum (인천대학교) Song, MinᐨHo Moon, WonᐨKi (사우스캐롤라이나대학교) Shin, MyoungᐨHee (서울시청)
Journal
Korean Association for Advertising and Public Relations Advertising Research No.111 KCI Accredited Journals
Published
2016.12
Pages
68 - 100 (33page)
DOI
10.16914/ar.2016.111.68

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The Effects of Native Advertising on Readers' Recognition, Attitude, and Sharing Intention
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Abstract· Keywords

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This study explored the effects of native advertising on readers’ recognition, attitude, and sharing intention. This study used both quasiᐨexperiment and eyeᐨtracking for 60 participants to analyze advertising effectiveness (Attitudes toward contents/brands, and sharing intention) of two types native advertisements such as brand exposure (direct/indirect). According to the result of this study, direct exposure type ads had a high advertisement recognition that included brand wording in ad contents. In addition, there was no significant difference of attitudes toward contents among each ad types but direct exposure type ads had more favorable brand attitude than indirect type ads. Finally, this study also showed that the sharing intention of direct exposure type ads were higher than indirect type ads. Based on the findings, this study provided a practical implication for the production of native advertising.
#네이티브 광고 #노출 유형 #시각적 주의 #브랜드 태도 #콘텐츠 태도 #공유 의도 #Native Advertising #Exposure Type #Visual Attention #Brand Attitude #Contents Attitude #Sharing Intention

Contents

1. 서론
2. 이론적 배경
3. 연구문제
4. 연구 방법
5. 연구 결과
6. 결론 및 제언
참고문헌

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UCI(KEPA) : I410-ECN-0101-2017-324-001976929