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A Study on the Strategic Ambiguity of Branded Content in Visual Image based Social Media
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이미지 기반 소셜 미디어에서 브랜디드 콘텐츠의 전략적 모호성 광고 효과에 관한 연구 : 해시태그 유무에 따른 효과, 개념 유창성의 매개 효과, 제품 유형 및 포스팅 주체에 따른 조절 효과를 중심으로

논문 기본 정보

Type
Academic journal
Author
Park, HyunJung (서일대학교) Yoo, Seung Chul (이화여자대학교)
Journal
Korean Association for Advertising and Public Relations Advertising Research No.120 KCI Accredited Journals
Published
2019.3
Pages
5 - 48 (44page)
DOI
10.16914/ar.2019.120.5

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A Study on the Strategic Ambiguity of Branded Content in Visual Image based Social Media
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Research history (2)

2019

A Study on the Strategic Ambiguity of Branded Content in Visual Image based Social Media
Pa ,  k ,  HyunJung Advertising Research 2019.03 Academic journal
A Study on the Strategic Ambiguity of Branded Content in Visual Image based Social Media : Effect of Hashtag''s Conceptual Fluency, Product Types and Posting Subject
박현정 언론홍보영상학과 2019.01 Thesis
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Abstract· Keywords

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The importance of visual images in interactive advertising is growing. This study demonstrates the effect of strategic ambiguity of visual image on the advertising effect using Instagram. In Study 1, we examined the effect of visual ambiguity on the visual ambiguity with the hashtag (#). Experimental results show that the effectiveness of the hashtag is higher than when the hashtag is absent. In Study 2, we examined the effect of visual effects on strategic product ambiguity, product type and hashtag type, and linkage between posting subject and hashtag type. Experimental results show that interaction between product type and hashtag type, product type, and posting subject is significant. In particular, the interaction between product type and hashtag type is opposite to the hypothesis, and product types and hashtag types are complementary in the instance. This study provides not only academic insights into advertising research using image-based social media, but also provides various practical implications for marketing using social media.
#전략적 모호성 #개념 유창성 #브랜디드 콘텐츠 #인스타그램 #해시태그 #Strategic Ambiguity #Conceptual Fluency #Branded Content #Instagram #Hashtag

Contents

1. 연구목적
2. 이론적 배경
3. 연구 모형 및 가설
4. 연구 방법 및 결과
5. 결론 및 함의
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UCI(KEPA) : I410-ECN-0101-2019-324-000572890