Browse > Article
http://dx.doi.org/10.14400/JDC.2020.18.10.459

Millennial Consumers' Attitude toward SNS False and Exaggerative Advertising through In-depth Interview  

Um, Namhyun (School of Advertising & Public Relations, Hongik University)
Publication Information
Journal of Digital Convergence / v.18, no.10, 2020 , pp. 459-467 More about this Journal
Abstract
The number of SNS false and exaggerative advertising has been consistently increasing nowadays. Among others, millennials who use SNS most frequently and enjoy e-commerce have become victims of false and exaggerative advertising. Thus, this study is designed to examine millennial consumers' attitude toward SNS false and exaggerative advertising through in-depth interview. Study findings suggest that millennials have very negative attitude toward SNS false and exaggerative advertising regardless of if they are victims or not. In particular, millennials who are victims of SNS false and exaggerative advertising have negative attitude toward SNS companies as well as advertised brands on SNS. Millennial consumers think that SNS companies need to come up with guidelines to regulate SNS false and exaggerative advertising, and government also needs to apply proper measures. Since SNS false and exaggerative advertising may have negative impacts on millennials' purchase intentions as well as brand loyalty, companies need to consider millennial consumers' characteristics when it comes to launching SNS advertising targeting millennials. This finding provides practical implications for marketers.
Keywords
SNS; false advertising; exaggerative advertising; millennial consumer; brand;
Citations & Related Records
연도 인용수 순위
  • Reference
1 B. Ch. Kim and Y. G., Cho (2011). Perception of Advertising Practitioners on Intellectual Property Rights in Advertising, Advertising PR Shilhak Research, 4(2), 84-108.
2 McCracken, G. (1988). The Long Interview. Newbury Park CA: Sage Publications.
3 M.S. Kim (2019). "74% of Koreans follow influencers' SNS " DMC Media, ZDNet Korea.
4 J. H. Lee (2020). Congress should strengthen policies on social media influencers' false advertising,. Straight News.
5 Strauss, A. L. (1987). Qualitative analysis for social scientists. Cambridge university press.
6 Korea Information Society Development Institute (2019). KISDI STAT Report.
7 Creswell, J. W. (1998). Qualitative Inquiry and Research Design: Choosing among Five Traditions. Thousand Oaks, CA: Sage.
8 DMC Media (2019). 2019 Social Media Current Status and Future, DMC REPORT.
9 S. H. Kim (2020). How to deal with increasing SNS false advertising?, Prime Economy.
10 B. T. Park (2020). Need for including SNS false advertising by influencers to punish. Congress News ON.
11 Ministry of Food and Drug Safety (2019). 8 companies and SNS influencers were detected for their SNS false advertising.
12 W. J. Kim (2019). Korean Fair Trade Commission, Admitted false advertising by humidfier and sterilizer. The Kyunghyang Shinmun.
13 H. Y. Jung (2020). Airpurifier can block Corona virus? 40 cases of false advertising. ChosunIlbo.
14 S. I. Park (2020). There's no airpurifier which can block Corona virus. Korean Fair Trade Commission's crack down on false advertising. HankookIlbo.
15 Y. J. Song (2020). 36 false advertising featuring famous doctors. Newsis.
16 National Assembly Research Service (2020). Current status for controlling social media false advertising and directions for improvements.
17 Y. J. Kim and H. J. Lee (2020). Emotional Ambivalence in Millennial Consumers' Boycott on Japanese Brands. Korean Advertising Research, 31(3), 7-31.
18 Korea Consumer Agency (2019) Actual Condition Research on SNS market consumer issues. SNS
19 Ministry of Science and ICT (2020). 2019 Internet Usage Condition Survey.
20 S. Y. Cho and M. H. Kim (2019). A Study on the Newtro Style in Gucci Collection from the Viewpoint of the Millennial Generation Consumers. Journal of Cultural Product & Design, 52, 149-159.
21 S. Y. Lee and I. S. Ahn ( 2018). A Study on the Characteristic of Millennial Generation Expressed in Fashion Brand. The Korean Society of Illustration Research, 55, 59-68   DOI
22 Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic Inquiry. Beverly Hills, CA: Sage.