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http://dx.doi.org/10.14400/JDC.2018.16.11.255

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

Kim, Hwa-Dong (Division of Advertising & Public Relations & Journalism, Mokwon University)
Publication Information
Journal of Digital Convergence / v.16, no.11, 2018 , pp. 255-265 More about this Journal
Abstract
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.
Keywords
Type of SNS; Use Intensity of SNS; Message Form; Information Source; Receptive Attitude of Advertising;
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