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The Effect of Personalized Service and Personalized Advertising on Advertising Responses through Advertising Engagement
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개인화 서비스와 개인화 광고가 광고 인게이지먼트를 통한 광고반응에 미치는 영향

논문 기본 정보

Type
Academic journal
Author
Yoon Jung Kim (제주국제대학교)
Journal
Global e-Business Association The e-Business Studies Vol.24 No.1 KCI Accredited Journals
Published
2023.2
Pages
35 - 54 (20page)
DOI
10.20462/tebs.2023.2.24.1.35

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The Effect of Personalized Service and Personalized Advertising on Advertising Responses through Advertising Engagement
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Abstract· Keywords

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Research Purpose: The purpose of this study was to confirm the effect of personalized service and personalized advertising on Advertising engagement and Advertising response. In addition, the effect of advertising engagement on advertising response was also examined.
Research Methods: To this end, a survey was conducted targeting domestic YouTube users. For the empirical analysis, SPSS 20.0 and AMOS 20.0 were used.
Results in Research: As a result of the study, personalized services and personalized advertisings have a positive effect on advertising engagement. Personalized advertising showed a positive effect on advertising response. However, personalized service did not affect advertising response. Advertising engagement has a positive effect on advertising response.
Research Conclusion: The effect of personalized service on advertising response was not confirmed. However, as predicted, the role of advertising engagement and its effect on advertising response was verified. Suggestions in Research: The results of this study will contribute to the planning of advertising engagement strategies to increase advertising response to personalized services and personalized advertising.
#personalized service #personalized advertising #advertising engagement #advertising response #개인화 서비스 #개인화 광고 #광고 인게이지먼트 #광고반응

Contents

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구의 방법
Ⅳ. 실증분석
Ⅵ. 결론
참고문헌
국문초록

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