초록 열기/닫기 버튼
본 연구는 브랜디드 엔터테인먼트 광고의 스토리텔링(독특성, 엔터테인먼트성, 교육성, 정보성)이 광고반응에 미치는 영향을 확인하고자 수행되었다. 이 과정에서 콘텐츠 몰입의 조절효과가 발생하는지도 살펴보고자 하였다. 본 연구를 위해 스토리텔링이 적용된 브랜디드 엔터테인먼트 광고에 노출된 국내 경험자를 대상으로조사가 이루어졌다. 또한 수집된 242건의 자료는SPSS 20.0을 이용하여 실증분석이 이루어졌다. 연구 결과, 브랜디드 엔터테인먼트 광고의 스토리텔링 요인 중 엔터테인먼트성을 제외한 독특성, 교육성, 정보성은 광고반응에 긍정적 영향을 미치는 것으로 나타났다. 이를 통해 브랜디드 엔터테인먼트 광고서 적극적인 스토리텔링 광고의 필요성과 중요성이확인되었다. 하지만, 스토리텔링 구성 요인인 독특성, 엔터테인먼트성, 교육성, 정보성과 광고반응간 콘텐츠 몰입의 조절효과는 확인되지 않았다. 연구 결과는 디지털 미디어를 중심으로 하는 광고형식에 대한 전략수립과 광고 정책에 대한 시사점을제시하는데 기여할 수 있을 것이다.
This study verified the effect of storytelling in branded entertainment advertisements on advertisement response. In addition, the moderating effect of content immersion was confirmed. Based on previous studies, storytelling factors were composed of uniqueness, entertainment, education, and information, and the effect relationship was proved. For this study, a survey was conducted targeting those who watched branded entertainment advertisements with storytelling applied. 242 collected data was empirically analyzed using SPSS 20.0. As a result of the study, it was found that among the storytelling factors of branded entertainment advertisements, uniqueness, educational, and informativeness had a positive effect on advertisement responses. However, entertainment did not have a positive effect on advertisement responses. The moderating effect of content immersion among uniqueness, entertainment, educational, informativeness and advertisement response was not confirmed. This result shows that storytelling in advertising is necessary to increase the connection with consumers. Through this study, the effect of storytelling in branded entertainment advertisements on advertisement responses was verified. As such, the necessity and importance of storytelling in branded entertainment advertising strategy was confirmed. However, there was no moderating effect of content immersion in this process. These results will contribute to establishing advertising strategies and suggesting implications for advertising policies.
키워드열기/닫기 버튼
Branded Entertainment Advertising, Storytelling, Advertising response, Content immersion, Digital Media
