Table 1. Means, Standard deviations(dependent variable: Product Attitude)
Table 2. Means, Standard deviations(dependent variable: Purchasing Intention)
Table 3. Two-way ANOVA analysis Results on Frequency of 'Comments' and Number of 'Likes' in Post
References
- J. Donath. (2007). Signals in social supernets, Journal of Computer Mediated Communication, 13(1), 231-251 DOI : 10.1111/j.1083-6101.2007.00394.x.
- H. S. Kim, S. W. Shim & Y. K. Sohn. (2016). The Study on the Effects of Brand Awareness and Intention to WOM by SNS Marketing : Using the Law of the Few, the Stickiness Factor and the Power of Context, The Korean Journal Of Advertising, 27(5), 75-99
- Statista. (2019) Most famous social network sites worldwide as of April 2019, ranked by number of active users (in millions). Statista. [Online] https://www.statista.com
- D. C. An & S. H. Kim. (2012). Attitudes toward SNS Advertising : A Comparison of Blog, Twitter, Facebook, and YouTube, The Korean Journal Of Advertising, 23(3), 53-84 DOI : 10.14377/kja.2016.7.15.75
- D. M. Boyd & N. B. Ellison. (2007). Social network sites: Definition, history, and scholarship, Journal of Computer-Mediated Communication, 13(1), 210-230. DOI : 10.1109/emr.2010.5559139
- E. Bonson & M. Ratkai. (2013). A Set of Metrics to Assess Stakeholder Engagement and Social Legitimacy on a Corporate Facebook Page, Journal of Online Information Review, 37(5), 787-803 DOI : 10.1108/oir-03-2012-0054
- P. H. Jung &, A. M. Ma.. (2006). A study of the effects of advertising clutter and Web content involvement on the memory of Internet banner advertisements, Journal of Korean Psychological Association : Society fo Consumer and Advertising Psychology, 7(3), 401-431.
- C. Kim & S. U. Yang.. (2017). Like, comment, and share on Facebook: How each behavior differs from the other. Journal of Public Relations Review, 43(2), 441-449. DOI : 10.1016/j.pubrev.2017.02.006
- W. Wood. (2000) Attitude Change : Persuasionand Social Influence, Annual Review of Psychology, 51, 539-570. https://doi.org/10.1146/annurev.psych.51.1.539
- L. Festinger. (1954). A theory of social comparison processes. Human relations, 7(2), 117-140. DOI : 10.1177/001872675400700202
- E. A. Park & Y. H. Jee. (2019). The Effect of Facebook User's "Linking" Response Tendency and Amount of "Like" of the Posting on Attitude toward Product and Purchase Intention. Korea Communication Association. 27(2). 141-159.
- H. K. Kim & J. H. Jung. (2017). The Effect of Online Message Posting on Online Consumers Responses (Replies). Journal of Korea Society of Consumer Studies, 28(1) 115-127.
- Y. Yuang & J. H. Choi. (2016). The Effects of Online Review Volume and Direction on Purchasing Intention : The Moderating Role of Product Type. Korean Academy of Commodity Science & Technology, 34(1), 73-79.
- H. D. Hong. (2012). Impact of SNS Characteristics on Attitudes, Purchase Intention, and Recommending Behavior. Unpublished Master Thesis, Yonsei University, Seoul.
- W. J. Lee & S. S. Jung. (2013). The Effects of Spokes-Character's Characteristics on Brand Attitude. Journal of The Korean Academic Association of Business Administration, 26(4), 927-945.