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Kafe 바로가기한국융합학회논문지 = Journal of the Korea Convergence Society, v.9 no.3, 2018년, pp.187 - 201
Three types of Ad message convergence, A Letter, B Letter+Photo, C Letter+Photo+Video on the Facebook advertising were researched. For this research, three types of sample advertisements were tested on the 230 subjects. And the H1 - How do three types of advertisements differ on the SNS main trait, ...
Three types of Ad message convergence, A Letter, B Letter+Photo, C Letter+Photo+Video on the Facebook advertising were researched. For this research, three types of sample advertisements were tested on the 230 subjects. And the H1 - How do three types of advertisements differ on the SNS main trait, H2 - Among those Informativity, Reliablity, Playfulness, Intractivity as the SNS main trait, what is the more powerful factor on the brand attitude / Purchase Intention. For this research the ANOVA, Scheffe, Regression Analysis was used. As a result, H1 - The effect power of Playfulness and Interactivity on the three types of Ad message convergence ranked as "A
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광고매체로서의 페이스북이 기업들에게 매력적인 마케팅 도구로 인식됨은 무엇 때문인가?
페이스북은 세계적으로 가장 많은 사용자를 보유한 SNS의 하나로 기업들은 앞다투어 이곳에 광고메시지를 게시해오고 있다. 특히 사용자들이 ‘좋아요’, ‘공유하기’, ‘댓글달기’로 상호작용하여 반응기록이 확인되며, 심지어 반응자들의 친구 등 지인들에게까지 확산되는 득특한 알고리즘으로 기업들에게는 매우 매력있는 마케팅 도구로 인식되고 있다. 또 페이스북 상에서 정보가 잘 전달되는 이유는 페이스북 친구간의 관계는 신뢰를 기본적으로 포함하고 있기 때문이다.
상호작용성이란 무엇인가?
상호작용성(intractive)은 마케팅 커뮤니케이션 연구에서 관계를 통한 마케팅 성공요소로써 연구되어 왔다. 상호작용성은 “두 사람 이상의 대화 상대자가 서로에게 반응하고, 소통 미디어에 반응하고, 게시물에 반응하고, 또 그러한 영향이 동시에 발생하는 정도”로 정의할 수 있다[70]. 즉 상호작용성은 기업과 소비자, 그리고 소비자들 사이에서 일어나는 상호간 소통을 의미하며 다대다 커뮤니케이션(many-to-many communication)의 특성을 가진다[71].
유비쿼터스 접속성(Ubiquitous connectivity)의 특징은?
모바일의 유비쿼터스 접속성(Ubiquitous connectivity)은 어느 때든지 시간과 장소의 제약 없이 필요한 각종 정보 등을 제공 받거나 커뮤니케이션이 가능함을 의미한다[21]. 이는 모바일 환경이 지니고 있는 편재성[22-23]과 이동성[24]에 기반한 상호작용요인으로 SNS속성요인이 된다.
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