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패션 동영상 광고속성과 인게이지먼트가 광고효과에 미치는 영향
The Influence of Advertising Attributes and Engagement on the Advertising Effectiveness of Fashion Video Ads 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.46 no.1, 2022년, pp.17 - 32  

성희원 (경상국립대학교 의류학과) ,  김은영 (충북대학교 의류학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

This study aimed to examine the effect of ad attributes on engagement, the mediating effect of engagement on the relationship between ad attributes and advertising effectiveness (attitudes toward ads, continuous intention to search, and e-WOM intention), and the differences in advertising effectiven...

주제어

#광고속성   #인게이지먼트   #광고효과   #호기심   #패션 동영상 광고  

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