Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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The Effect of the Advertising Value on the SNS Adopter's Advertising Attitude : A Case of the Facebook Adopters

SNS 이용자의 광고태도에 영향을 미치는 요인에 관한 연구 : 페이스북 이용자를 중심으로

  • 김우식 (아주대학교 전자공학부) ;
  • 조인제 (아주대학교 e비즈니스학부) ;
  • 김순미 (아주대학교 인문학부) ;
  • 양창규 (경기관광공사 경영기획실) ;
  • 강민철 (아주대학교 e비즈니스학부)
  • Received : 2013.04.06
  • Accepted : 2013.06.19
  • Published : 2013.06.30
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Abstract

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.

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Acknowledgement

Supported by : 아주대학교

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