과제정보
연구 과제 주관 기관 : 아주대학교
피인용 문헌
- UGC attributes and effects: implication for luxury brand advertising vol.40, pp.6, 2021, https://doi.org/10.1080/02650487.2021.1898773
DOI QR Code
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.
연구 과제 주관 기관 : 아주대학교