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http://dx.doi.org/10.5392/JKCA.2018.18.01.452

How SNS Brand Personality Affect Mobile Native Ad Attitude  

Cha, Moon-Kyung (연세대학교 바른ICT연구소)
Lee, Hee-Jung (경기대학교 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.18, no.1, 2018 , pp. 452-464 More about this Journal
Abstract
The purpose of this study is to identify the brand personality factors of SNS based on SNS consumers and to examine the effect of SNS brand personality factors on the recognition of mobile native ads in SNS. As a property of mobile native advertisement, research model is suggested by introducing information, reliability, entertainment, interferences, and interactivity as research variables. And SNS users were surveyed. Through the online survey, 341 copies were used for the analysis. According to the results of the analysis, five characteristics of SNS brand personality factors such as 'sincerity', 'enthusiasm', 'charm', 'practical', and 'community' were derived. Among these, 'sincerity', 'enthusiastic', and 'community' brand attributes have a positive effect on most of mobile native advertising attributes, but 'practical' brand characteristics negatively. The attractiveness of the brand was not related to the mobile native advertisement.
Keywords
SNS Brand Personality; Mobile Native Ad; Ad Attitude; SNS Consumer;
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