원문정보
The Effect of the Advertising Value on the SNS Adopter's Advertising Attitude : A Case of the Facebook Adopters
초록
영어
Recently, the majority of leading companies has a strong interest in SNS advertisement. Therefore, the purpose of this study was to classify lifestyle of SNS adopters in order to support establishing companies' SNS advertising strategy. According to the analysis, (1) SNS advertisement's attributes (Entertainment, Irritation and Credibility) are affecting the Advertising Value, similar to a Mobile advertisement, and (2) Major SNS advertisement's Advertising Value depends on the lifestyle. The results show that : (1) self-express lifestyle is affected by Irritation, and that (2) information collected lifestyle is affected by Entertainment.
목차
1. 서론
2. 문헌연구
2.1 SNS
2.2 라이프스타일(Lifestyle)
2.3 광고인지속성
3. 연구가설
3.1 연구모형
3.2 가설설정
4. 분석결과
4.1 분석자료의 특성
4.2 페이스북 이용자 라이프스타일의 군집분석 결과
4.3 연구모형의 타당성과 신뢰성 검토
4.4 연구모형의 분석결과
5. 결론
6. 한계점
참고문헌