원문정보
초록
영어
With the rapid growth of social media advertising, this study explores how ad location and users’ brandfollowing status influence perceptions of ad and brand attitudes. Experimental findings reveal that ad location had a significant effect on consumers’ attitudes toward the ad. Specifically, native ads embedded within social media newsfeeds elicited more favorable responses compared to banner ads positioned in the right column. Additionally, brand-following status strongly influences brand attitudes, with ads from followed Facebook Pages leading to more positive brand evaluations than ads from non-followed pages. These findings highlight the strategic advantage of native ad placements and the importance of cultivating brand followers to enhance advertising effectiveness.
목차
1. INTRODUCTION
2. LITERATURE REVIEW
2.1. SNS Advertising
2.2. Effects of SNS Ad Location on Ad and Brand Evaluation
2.3. Effects of Users’ Brand-Following Status on SNSs on Ad and Brand Evaluation
3. METHODOLOGY
3.1. Sample and Procedure
3.2. Pretest
3.3. Manipulation
3.4. Measures
4. RESULTS
4.1. Main Effects
4.2. Interaction Effects
5. DISCUSSION AND IMPLICATIONS
5.1. Limitations and Future Research
5.2. Conclusion
References