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연구논문

Myself in Snapchat vs. Instagram : The interactive effect of users’ self-construal and their SNS uses related to the efficacy of an advertisement

원문정보

스냅챗과 인스타그램 내의 자아개념 차이 : 이용자의 자기해석과 SNS 사용 간의 상호작용 효과가 광고 효과에 미치는 영향

Dong Hoo Kim, Joseph Michael Czabovsky, Michele Lynn Meyer

한국광고학회 광고학연구 제33권 4호 2022.05 pp.7-30

초록

영어

This study investigates how using a specific SNS platform has impact on users’ self-construals. Also, this research examines the effect of the association between SNS platforms and users’ self-construals in improving the efficacy of advertising in SNSs. Based on self-construal theory and information processing model (affective vs. cognitive processing), it is assumed that users’ self-construals can be primed by their SNS use and the primed self-construals can have impact on their information processing in SNS contexts. Two laboratory experiments were conducted to test these assumptions. A total of 191 (Study 1 – 74 & Study 2 – 117) undergraduate students participated in this research. The findings from study 1 empirically supported that SNS platforms could prime users’ self-construals differently. The results from Study 2 not only provided compatible evidence that SNS platforms can change users’ self-construal but also demonstrated the interplay between the primed self-construal by SNS platforms and ad types (emotional appeal vs. cognitive appeal ad) in shaping individuals’ response toward the ad. Also, the mediating role of users’ self-construal on the interplay between SNS platforms and ad types.was confirmed. Since the current research tested two image-based SNS platforms with undergraduate students, future research may need to test different population with more various platforms to re-examine the findings from this study. The current research contributes to the field by expanding the self-construal concept in SNS research, as well as provides practical implications to improve the efficacy of SNS advertising campaigns.

한국어

본 연구의 목적은 특정 SNS 플랫폼(스냅챗 & 인스타그램)이 사용자의 자기해석(Self-construals)에 미 치는 영향과, 이로 인해 SNS광고 효과가 어떻게 증진될 수 있는지를 알아보는데 있다. 자기 해석 (Self-construals) 이론에 기반하여 총 2번의 실험 연구가 미국 남부의 유력 대학 학부생을 대상으로 진행 되었다. 연구 결과, SNS 플랫폼은 사용자의 자기해석(스냅챗- 상호의존적 자기해석, 인스타그램-독립적 자기해석)에 영향을 주는 것으로 나타났고, 플랫폼에 의해 영향을 받은 자기해석은 해당 SNS 플랫폼에 노 출된 두 가지 다른 형태의 광고(감정적 광고 vs. 인지적 광고)에 다르게 작용을 하는 것으로 나타났다. 사 용자의 자기 해석이 SNS 플랫폼과 광고 형태의 상호작용에 매개 작용을 하는 것 역시 밝혀졌다. 본 연구 의 결과는 자기해석 이론을 SNS 연구에 활용할 수 있는 새로운 방안을 제시했을 뿐 아니라, 소비자의 SNS 이용이 광고 효과에 어떠한 영향을 줄 수 있는지를 입증함으로써 보다 효율적인 SNS 광고 집행에 대한 새로운 방향성을 제안할 수 있을 것으로 기대한다.

목차

Abstract
1. Introduction
2. Literature review and theoretical framework
1) Snapchat and Instagram
2) Self-construal
3) Self-construal and affective and cognitive information processing
3. Research method
1) Overview of the study
2) Stimuli (Study 2)
4. Results
1) Hypothesis 1 testing
2) Hypothesis 2 manipulation checks
3) Hypothesis 2 testing
4) Hypothesis 3 testing
5. Discussion
6. Theoretical Implications
7. Practical Implications
8. Limitations and future research
참고문헌

요약

키워드

저자정보

  • Dong Hoo Kim 김동후. Ph.D., Associate professor, Chung-Ang University
  • Joseph Michael Czabovsky Ph.D., Assistant Professor, UNC Chapel Hill
  • Michele Lynn Meyer Ph.D. Candidate, UNC Chapel Hill

참고문헌

자료제공 : 네이버학술정보
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