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The Effects of SNS Advertisement Constituents on Advertising Reliability and Purchase Intention: Focusing on Facebook
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SNS 광고 구성요인이 광고 신뢰도와 구매의도에 미치는 영향: 페이스북을 중심으로

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Type
Academic journal
Author
Journal
The Korea Society of Digital Policy & Management 디지털융복합연구 디지털융복합연구 제16권 제5호 KCI Accredited Journals
Published
2018.1
Pages
163 - 172 (10page)

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The Effects of SNS Advertisement Constituents on Advertising Reliability and Purchase Intention: Focusing on Facebook
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Abstract· Keywords

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This study examined what constitutes the factors of the advertisement of Facebook advertisement, and what factors affect the reliability of the advertisement and the purchase intention. Data were collected from Facebook users and analyzed through exploratory factor analysis and multiple regression analysis. The results of this study are as follows: First, the factors of constituting Facebook advertisement were five factors of advertisement interest, customized information, advertisement exposure, peripheral responsiveness, and product late information. Second, it is confirmed that customized information has a statistically significant effect on ad reliability. However, ad exposure has an adverse effect on ad reliability. Third, customized information and advertising interest had a statistically significant effect on purchase intention. The results of this study have implications for the theoretical development of Facebook advertisement and the basic data for establishing Facebook advertisement strategy.
#SNS #Social Network Service) #Facebook #Facebook advertisement #Ad reliability #Ad attitude

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References (38)

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Boyd, D / 2008 / Social network sites: Definition, history, and scholarship / Journal of Computer-Mediated Communication 13:10~230 Crossref Vollmer, C. / 2008 / Always on: Advertising, marketing, and media in an era of consumer control / McGraw Hill Professional google schola DMC REPOT / Social media usage behavior and advertising attitude analysis report_ summary google schola f newsroom / 3Q results released in 2017 google schola Tara C. Marshall / 2012 / Facebook surveillance of former romantic partners: associations with post breakup recovery and personal growth / Cyber Psychology. Behavior, and Social Networking 15(10):521~526 Crossref

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