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http://dx.doi.org/10.14400/JDC.2020.18.6.411

A Study on the Effect of Web Drama PPL Advertising -Focus on Actor Awareness and Perceived Fit  

Bae, Kyung Yoon (Department of Media and Communication, Sungkyunkwan University)
Han, Eun-Kyoung (Department of Media and Communication, Sungkyunkwan University)
Publication Information
Journal of Digital Convergence / v.18, no.6, 2020 , pp. 411-418 More about this Journal
Abstract
The purpose of this study was to examine the influence of actor awareness on advertising effect, and to find out whether there is a moderation effect between actor awareness and perceived fit of PPL brand and drama. For this purpose, this research conducted an experimental study through the treatments. A total of 452 participants attended to the experimental study and responded to the questionnaire. As a result, the awareness of the actor did not affect the ad attitude, but it influenced the brand attitude significantly. The perceived fit between PPL brand and drama influenced both the ad attitude and brand attitude significantly. The interaction of actor awareness and perceived fit was significant in ad attitude but not in brand attitude. In addition, purchase intention increased as the attitude toward ad and brand was positive. The purpose of this study is to contribute to establishing a PPL profit strategy for web dramas by examining the relationship between actor awareness and advertising effects, and the moderating effect of perceived fit between PPL brand and drama.
Keywords
Web Drama; PPL; Actor Awareness; Perceived Fit; Ad Attitude; Brand Attitude; Purchase Intention;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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