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The Effects of Social Media Usage Motives, Persuasion Knowledge, and Product Type on the Effectiveness of Native Advertising
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소셜미디어 네이티브 광고에 영향을 미치는 MZ세대의 소셜미디어 이용동기와 개인적 특성, 제품 유형의 역할 탐색

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Type
Academic journal
Author
Kim, Mikyoung (홍익대학교) Kim, Joong-In (홍익대학교) Lee, Eunsun (홍익대학교)
Journal
Korean Association for Advertising and Public Relations Advertising Research No.129
Published
2021.06
Pages
279 - 300 (22page)
DOI
10.16914/ar.2021.129.279

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The Effects of Social Media Usage Motives, Persuasion Knowledge, and Product Type on the Effectiveness of Native Advertising
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Abstract· Keywords

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The purpose of this study is to explore whether and how social media usage motives and consumer persuasion knowledge influence the effectiveness of native advertising on social media. Additionally, this study investigates whether the impacts of social media usage motives and consumer persuasion knowledge on the ad effectiveness differ depending on product type. Toward that end, online survey with college students was conducted. The results showed that informational and social motives positively influenced the intention to share the ad, whereas entertaining motives positively influenced attitude toward the ad. However, the results were different depending on the product type. The theoretical and practical implications are also discussed.
#네이티브 광고 #소셜미디어 이용 동기 #설득지식 #제품 유형 #광고 효과 #Native advertising #Social media usage motives #Persuasion knowledge #Product type #Advertising effectiveness

Contents

1. 서론
2. 이론적 배경
3. Method
4. 연구 결과
6. 결론
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References (46)

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김미경 / 2016 / 정보 발신자 유형과 정보 속성 유형에 따른 네이티브 광고(Native ad) 효과 연구 / 광고학연구 27(6):29~49 dbpia 대학내일 / 2020 / Z세대가 광고를 대하는 뜻밖의 사실 3 google schola 배지우 / 2015 / 소셜미디어 이용동기와 행복: 몰입의 매개효과를 중심으로 / 한국심리학회지: 사회및성격 29(3):45~66 dbpia 심성욱 / 2011 / 대학생들의 소셜미디어 이용동기가 소셜미디어 광고 이용의향에 미치는 영향 / 한국광고홍보학보 13(2):342~376 dbpia 안대천 / 2012 / SNS유형별 광고속성 평가 및 태도에 관한 연구: 블로그, 트위터, 페이스북, 유튜브의 비교 / 광고학연구 23(3):53~84 google schola

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