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http://dx.doi.org/10.14400/JDC.2018.16.5.163

The Effects of SNS Advertisement Constituents on Advertising Reliability and Purchase Intention: Focusing on Facebook  

Kim, Eun-Hee (Dept. of Advertising & Public Relations & journalism, Mokwon University)
Yu, Seung-Yeob (Dept. of Advertising & Public Relations, Namseoul University)
Publication Information
Journal of Digital Convergence / v.16, no.5, 2018 , pp. 163-172 More about this Journal
Abstract
This study examined what constitutes the factors of the advertisement of Facebook advertisement, and what factors affect the reliability of the advertisement and the purchase intention. Data were collected from Facebook users and analyzed through exploratory factor analysis and multiple regression analysis. The results of this study are as follows: First, the factors of constituting Facebook advertisement were five factors of advertisement interest, customized information, advertisement exposure, peripheral responsiveness, and product late information. Second, it is confirmed that customized information has a statistically significant effect on ad reliability. However, ad exposure has an adverse effect on ad reliability. Third, customized information and advertising interest had a statistically significant effect on purchase intention. The results of this study have implications for the theoretical development of Facebook advertisement and the basic data for establishing Facebook advertisement strategy.
Keywords
SNS(Social Network Service); Facebook; Facebook advertisement; Ad reliability; Ad attitude;
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