This study examined SNS advertising recognition and SNS advertisement effect on dance performance among non-dance majors; it also analyzed the mediation effect of SNS advertisement effect in the relationship between SNS advertising recognition and viewing intention of dance performance. The research hypotheses, established to achieve the goal of the study, are as follows. First, the SNS advertising recognition of dance performances by non-dance majors will have a statistically significant effect on the SNS advertisement effect. Second, the SNS advertising recognition towards dance performances of non-dance majors will have a statistically significant positive (+) effect on viewing intention. Third, the SNS advertisement effect on non-dance majors will have a statistically significant effect on viewing intention. Fourth, in the effect of dance performance SNS advertising recognition on viewing intention among non-dance majors, the SNS advertisement effect will work as a mediation variable.
To achieve the abovementioned goals, this study conducted a survey on 329 non-dance majors who had at least once contacted dance performance SNS advertisements. The statistical analyses using SPSS 28 drew the following conclusions.
First, the dance performance SNS advertising recognition of non-dance majors has a statistically significant effect on the SNS advertisement effect. Second, the dance performance SNS advertising recognition of non-dance majors has a statistically positive (+) effect on viewing intention. Third, the SNS advertisement effect of non-dance majors has a statistically significant effect on viewing intention. Fourth, in the effect of SNS advertising recognition of non-dance majors on viewing intention, the SNS advertisement effect works as a partial mediation variable.
The results of this study confirmed the following: in the relationship between dance performance SNS advertising recognition and viewing intention, SNS advertisement effect among non-dance major audiences works as an important factor; SNS advertisement effect is a factor with a major impact on the advertisement economy recognition and advertisement usefulness recognition of dance performance SNS advertisements. In this vein, a variable, the SNS advertising effect, holds its significance for affecting the SNS advertising recognition among non-dance major audiences and inspires their viewing intention.
The following summarizes the aforementioned conclusions. When the non-dance major audiences watch the dance performance SNS advertisement and recognize that the advertisement offers economic gain and useful information, the SNS advertisement attitude or advertisement avoidance may change the viewing intention. Therefore, for higher effectiveness of dance performance SNS advertisements targeting non-dance majors, the following must be sought: provision of information that provides economic gains and usefulness; maintenance of positive advertisement attitude; a measure to elude advertisement avoidance.