원문정보
초록
영어
Recently, as social media users have grown, the resulting form of advertising has emerged, and one of the types is native advertising. This advertising method appears to be 52% higher than the banner, according to a study by the IPG Media Lab (2013). Therefore, there is a positive effect on native advertising, but it is necessary to maximize the effect. In this paper, the acceptor's attitude to the native advertisement and the shared intention are verified as to how the effect of the native advertisement can be understood and the maximized effect can be obtained. When the brand phrase was in the form of direct exposure, the subjects were positive about the advertisement and the brand attitude was favorable. Share intentions were also high. These results included suggestions to produce native advertisements in consideration of the attitudes and sharing of the recipients.
목차
1. Introduction
2. Review of existing discussions
2.1 Advertising alteration
2.2 Characteristics of native advertising
2.3 Brand exposure and effectiveness in native advertising
2.4 Form of direct and indirect advertising
3. Research Problem
4. Research Method
5. Research Results
5.1 Correlation analysis for verification of research issues 1,2 and 3
5.2 Brand attitude differences by exposure
5.3 Difference in sharing intent with exposure
5.4 Difference of content attitude
6. Conclusion
Acknowledgement
References