The Journal of Economics, Marketing and Management (융합경영연구)

International Convergence Management Association (국제융합경영학회)
권호 표지
DOI QR코드

DOI QR Code

The Impact of SNS Advertising and the Musical Characteristics of SNS Advertising on Advertising Performence

  • YiJie WANG (Department of Journalism and Advertising, Dongeui University) ;
  • EunJu PARK (Department of Advertising and P.R., Dongeui University) ;
  • KyoungSeop CHO (Department of Advertising and P.R., Dongeui University)
  • Received : 2024.01.16
  • Accepted : 2024.01.30
  • Published : 2024.02.29
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose: By studying the effects of SNS advertising characteristics and SNS advertising music characteristics conducted by companies on advertising preference and advertising effects, we would like to suggest a plan for effective SNS advertising operation. Research design, data and methodology: In this study, a total of 483 surveys were collected for college student consumers in their 20s who had experience seeing advertisements on SNS, and 458 were used for the final analysis. In addition, the collected questionnaire data were analyzed using statistical programs SPSS 24.0 and AMOS 24.0, and Sobel Test was performed through structural equation modeling and regression analysis. Results: Advertising preference, purchase, and recommendation intentions increased as consumers who saw advertisements on SNS perceived the characteristics of advertisements (information, entertainment, individuality, and interactivity). However, advertising preference was not formed by SNS advertising music characteristics (fun, information delivery, unconscious stimulation, and emotional homogeneity). In addition, the higher the perception of SNS advertising music characteristics (fun, information delivery, unconscious stimulation, and emotional homogeneity), the more advertising effects such as purchase and recommendation intentions were linked, and the higher the perception of SNS advertising music characteristics (fun, information delivery, unconscious stimulation, and emotional homogeneity), the more advertising effects such as purchase and recommendation intentions could be created. Finally, it was confirmed that advertising preference had a partial mediating effect between SNS advertising characteristics and advertising effects, and between SNS advertising music characteristics and advertising effects. Conclusions: Unlike previous studies that have investigated the causal relationship of advertising effects according to sub-factors such as SNS advertising characteristics and SNS advertising music characteristics, it is significant in that it analyzes the variables used in the study as secondary factors.

Keywords

Acknowledgement

This paper is excerpted and organized from WangYiJie's 2024 doctoral thesis.

References

  1. Aaker, D. A., & Norris, D. (1982). Characteristics of TV Commercials Perceived as Informative. Journal of Advertising Research, 22(2), 61-70.
  2. Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/10.1177/002224379703400304
  3. Arora, R. (1982). Validation of an S-O-R Model for Situation, Enduring, and Response Components of Involvement. Journal of Marketing Research, 19(4), 505-516. https://doi.org/10.1177/002224378201900411
  4. Baron, R. M., & Kenny, D. A. (1986). The Moderate-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. https://doi.org/10.1037/0022-3514.51.6.1173
  5. Batra, R., & Ray, M. L. (1986). Affective Response Mediating Acceptance of Advertising. Journal of Consumer Research, 13(2), 234-249. https://doi.org/10.1086/209063
  6. Bauer, R. A., & Greyser, S. A. (1968). Advertising in America: The Consumer View. Boston, MA: Harvard University.
  7. Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research, 30(1), 7-27.
  8. Brackett, L. K., & Carr, B. N. (2011). Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes. Journal of Advertising Research, 41(5), 23-32. https://doi.org/10.2501/JAR-41-5-23-32
  9. Bronnenberg, B. J., & Dube, J. P. (2017). The Formation of Consumer Brand Preferences. Annual Review of Economics, 9, 353-382. https://doi.org/10.1146/annurev-economics-110316-020949
  10. Bruner, G. C. (1990). Music, Mood and Marketing. Journal of Marketing, 54(4), 94-104. https://doi.org/10.1177/002224299005400408
  11. Chung, G. J., & Kye, E. A. (2004). The Internet Advertising Attributes' Influences on Internet User's Attitudes toward Internet Advertising. Journal of Social Science, 16, 123-148.
  12. Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand Equity, Brand Preference, and Purchase Intention. Journal of Advertising, 24(3), 25-40. https://doi.org/10.1080/00913367.1995.10673481
  13. Cui, N., Wang, T., & Xu, S. (2010). The Influence of Social Presence on Consumer's Perceptions of the Interactivity of Web Sites. Journal of Interactive Advertising, 11(1), 36-49. https://doi.org/10.1080/15252019.2010.10722176
  14. Dholakia, R. R., Zhao, M., Dholakia, N., & Fortin. D. R. (2000). Interactivity and Revisits to Websites: A Theoretical Framework. RITIM Working Paper, http://ritim.cba.uri.edu/wp/
  15. Ducoffe, R. H. (1996). Advertising Value and Advertising on the Web. Journal of Advertising Research, 36(5), 21-35.
  16. Dunn, S. W., & Barban, A. (1986). Advertising: Its Role in Modern Marketing. Chicago: Dryden Press.
  17. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1990). Consumer Behavior (6th ed), Hinsdale: Dryden Press (1990).
  18. Fishbein, M., & Ajzen, I. (1977). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. MA: Addison Wesley.
  19. Fishbein, M., & Middlestadt, S. (1995). Noncognitive Effects on Attitude Formation and Change: Fact or Artifact?. Journal of Consumer Psychology, 4(2), 181-202. https://doi.org/10.1207/s15327663jcp0402_05
  20. Garretson, J. A., & Burton, S. (1998). Alcoholic Beverage Sales Promotion: An Initial Investigation of the Role of Warning Messages and Brand Characters among Consumers Over and Under the Legal Drinking Age. Journal of Public Policy & Marketing, 17(1), 35-47. https://doi.org/10.1177/074391569801700105
  21. Gorn, G. J. (1982). The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach. Journal of Marketing, 46(1), 94-101. https://doi.org/10.1177/002224298204600109
  22. Grewal, D., Bart, Y., Spann, M., & Zubcsek, P. P. (2016). Mobile Advertising: A Framework and Research Agenda. Journal of Interactive Marketing, 34(1), 3-14.
  23. Hankyung News (2023). Catch 9 Trillion in Online Advertising Market...Naver, Kakao Hit Their Taste With AI. Hankyung News, 11 April, Section A4. Seoul, Korea. https://www.hankyung.com/it/article/2023041105771
  24. Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 17(4), 454-462.
  25. He, X. M. (2023). The Influence of SNS Beauty Advertising Attributes on Advertising Effectiveness: Focused on the Mediating Effect of Engagement and the Moderating Effect of Involvement. Busan, Korea: Doctorial dissertation, Dongeui University, Busan, Korea.
  26. Javed, T. J., Yang, W. G., & Gilal, N. G. (2020). The Sustainability Claims' Impact on the Consumer's Green Perception and Behavioral Intention: A Case Study of H&B. Advances in Management and Applied Economics, 10(2), 1-22.
  27. Jones, T. O., & Sasser, W. E. (1995). Why Satisfied Customers Defect," Harvard Business Review, 73, 88-99.
  28. Lin, Y., & Shrum, I. J. (2002). What is Intractivity and Is It Always Such a Good Thing? Implications of Definition, Person and Situation for the Influence of Interactivity on Advertising Effectiveness. Journal of Advertising, 31(4), 53-64. https://doi.org/10.1080/00913367.2002.10673685
  29. Mitchell, A. A., & Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?. Journal of Marketing Research, 18(3), 318-332. https://doi.org/10.1177/002224378101800306
  30. Nguyen, B., Choudhury, M. M., & Melewar, T. C. (2015). An Integrated Model of Firms' Brand Likeability: Antecedents and Consequences. Journal of Strategic Marketing, 23(2), 122-140. https://doi.org/10.1080/0965254X.2014.914071
  31. Oh, M. J., & Kim, H. K. (2022). The Effect of Servicescape and Cognitive Experience of Roastery Coffee Shop on Functional Congruity, Intention of Recommendation, and Intention of Revisit. International Journal of Tourism and Hospitality Research, 36(2), 201-221.
  32. Park, J. A., & Cho, W. Y. (2020) A Study about SNS of Food Service with Advertising Attributes, Advertising Attitude, and Word of Mouth Intention: Focusing on Moderating Effect of New Menu Acceptance Attitude. Journal of Foodservice Management, 23(5), 7-29.
  33. Park, S. K., Han, J. S., & Lee, H. M. (2023). A Study on the Relationship Between Face Sensitivity, Brand Preference, and Purchase Intention of Hotel Users. International Journal of Tourism and Hospitality Research, 37(5), 143-155.
  34. Peppers. D., & Rogers. M. (1993). The One-to-One Future: Building Relationship One Customer at a Time, Double Day. New York, NY: Crown Business.
  35. Rafaeli, S. (1988). From New Media to Communication. Sage Annual Review of Communication Research: Advancing Communication Science, 16(1), 110-134.
  36. Rodgers, S., & Thorson, E. (2000). The Interactive Advertising Model: How Users Perceive and Process Online Ads. Journal of Interactive Advertising, 1(1), 41-60. https://doi.org/10.1080/15252019.2000.10722043
  37. Roh, H. S., Lee, Y. K., & Lee, S. H. (2021). An Experimental Study on the Effects of SNS Advertising Attributes on Advertising Attitude and Purchase Intention According to SNS Follower Intimacy. Journal of Product Research, 39(1), 87-98. https://doi.org/10.36345/KACST.2021.39.1.011
  38. Shahid, Z., Hussain, T. and Zafar, F. (2017). The Impact of Brand Awareness on the Consumers Purchase Intention. Journal of Marketing and Consumer Research, 33(2) pp.34-38. https://doi.org/10.4172/2168-9601.1000223
  39. Shin, D. Y. (2023). A Study on the Effects of Beauty Shop Selection Attributes on the Satisfaction, Revisit Intention and Recommendation Intention. The Journal of Humanities and Social science, 14(1), 2171-2186.
  40. Warshaw, P. R. (1980). A New Model for Predicting Behavioral Intentions: An Alternative to Fishbein. Journal of Marketing Research, 17(2), 153-172.
  41. Webster, J., & Martocchio, J. J. (1992). Microcomputer Playfulness: Development of a Measure with Workplace Implications. MIS Quarterly, 16(2), 201-226.
  42. Westbrook, R. A., & Oliver, R. L (1991). The Dimensionality of Consumption Emotion, Patterns and Consumer Satisfaction. Journal of Consumer Research, 18(1), 84-91. https://doi.org/10.1086/209243
  43. Yalch, R., & Spangenberg, E. R. (2000). The Effects of Music in a Retail Setting on Real and Perceived Shopping Times. Journal of Business Research, 49(2), 139-147. https://doi.org/10.1016/S0148-2963(99)00003-X
  44. Yi, E. J. (2016). Development of Assessment Model for Consumer Emotional Response on Musical Stimulus: Convergence of Social Science, Brain Science and Art. Seoul, Korea: Doctorial dissertation, Myongji University, Seoul. Korea.
  45. Zhang, Y. Q. (2019). Study on SNS Advertising Effect according to SNS Advertisement Attributes: Focusing on the SNS Advertising Awareness and Recognition Invasive. Busan, Korea: Doctorial dissertation, DongEui University, Busan, Korea.
  46. Zhou, S. T., & Park, S, H. (2023). The Effect of WeChat Tourism Information Characteristics on Trust, Destination Preference and Visit Intention. International Journal of Tourism Management and Sciences, 38(4), 57-75.