earticle

영어

The use of SNS has been increasing globally and the SNS has been used to satisfy different purposes of social groups over the years. In the beginning, the SNS were formed using e-mail, newsgroup, etc., where information was shared among relatively homogeneous groups of people. Now different groups including corporations have been using SNS such as Facebook, Twitter and Youtube for their social media marketing. The SNS marketing can facilitate the purchase of consumers to help increasing sales. Our study investigated the impact of SNS on the type of advertising depending on the involvement of the product to the sense of usefulness or ease of consumers' purchase intention. According to the results, advertising for low-involvement products can be more important than the high-involvement product.