디지털융복합연구 (Journal of Digital Convergence)

  • 제16권11호
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  • Pages.255-265
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  • 2018
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  • 2713-6434(pISSN)
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  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
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SNS 유형과 이용강도에 따른 광고 메시지 형태 및 정보원별 수용태도에 관한 연구

The Study on Receptive Attitude of Advertising Message Forms and Information Sources According to SNS' Type and Use Intensity

  • 김화동 (목원대학교 광고홍보언론학과)
  • Kim, Hwa-Dong (Division of Advertising & Public Relations & Journalism, Mokwon University)
  • 투고 : 2018.09.13
  • 심사 : 2018.11.20
  • 발행 : 2018.11.28
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초록

본 연구는 SNS의 커뮤니케이션 효과에 중요한 요인으로 작용하고 있는 SNS 유형 및 SNS 이용강도에 따라 어떤 광고 메시지 형태와 정보원이 더 효과가 있는지를 규명하고자 하였다. 이에 따라 메시지 형태별 실험적 광고물을 개발하고 정보원별 상황을 설정한 내용으로 구성된 설문조사를 통해 실증분석을 수행하였다. 분석결과, 메시지 형태별 광고효과는 SNS 유형과 이용강도에 따라 차이를 보여 사실적 메시지는 관심사기반 SNS와 이용강도가 높은 이용자에서 더 크고, 평가적 메시지는 이용강도에 따른 차이 없이 관계기반 SNS 이용자에서 더 큰 것으로 나타났다. 정보원별 광고효과는 SNS 유형에 따라 차이를 보여 친구 및 동료와 SNS로 아는 사람인 경우는 관계기반 SNS 이용자에서 더 크고, 기업인 경우는 관심사 기반 SNS 이용자에서 더 큰 것으로 나타났다. 반면에 SNS 이용강도에 따라서는 차이 없이 친구 및 동료인 경우가 가장 큰 것으로 나타났다. 이러한 결과는 실무적 측면에서 SNS를 이용한 광고전략 수립에 기여하는 바가 있으며, 향후에는 연구대상 SNS와 조사대상자를 보다 다양하게 하는 후속적인 연구가 필요하다.

This study investigated what kind of message forms and information sources more effect according to SNS' type and use intensity. To this end, this study did experimental analysis using collected data by survey which manufactured message forms and situational contents of information sources. According to analysis results, the effect of message forms showed difference according to SNS' type and use intensity. Realistic message showed greater effect in interest-based SNS and high use intensity. Evaluative message showed greater effect in relation-based SNS regardless of use intensity. The effect of information sources showed difference according to SNS' type. Friend or college and knower showed greater effect in relation- based SNS, and company showed greater effect in interest-based SNS. In the case of use intensity, friend or college showed the greatest effect without difference. Such results can provide a practical contribution in planning SNS advertising strategy. Future Studies need to expand survey variously into SNS and subject.

키워드

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Fig. 1. Experimental advertising according to message forms

Table 1. Factor analysis of measurement items

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Table 2. Significance test of independent variables’ effect on receptive degree of message forms

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Table 3. Receptive degree of message forms according type of SNS

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Table 4. Receptive degree of message forms according use intensity of SNS

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Table 5. Receptive degree of message forms according interaction

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Table 6. Significance test of independent variables’ effect on receptive degree of Information source

DJTJBT_2018_v16n11_255_t0006.png 이미지

Table 7. Receptive degree of Information Source according type of SNS

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Table 8. Receptive degree of information sources according use intensity of SNS

DJTJBT_2018_v16n11_255_t0008.png 이미지

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