Browse > Article
http://dx.doi.org/10.7236/IJIBC.2021.13.4.169

The Structural Relationship between SNS Sports Advertisement Engagement and Advertising Attitude and Purchase Intention  

Lee, Kwang-Woo (Department of Sport Science, Chungnam National University)
Publication Information
International Journal of Internet, Broadcasting and Communication / v.13, no.4, 2021 , pp. 169-175 More about this Journal
Abstract
The purpose of this study was to investigate the relationship between the formation of advertising attitudes and purchase intentions for users' products according to the difference in engagement of SNS sports advertisements and provide them with evidence to suggest directions for SNS sports advertising strategies. For this purpose, after establishing a hypothesis between engagement, advertising attitude, and purchase intention, a questionnaire was distributed to employees of sports administration organizations that have experienced or are using SNS and statistically processed using 460 copies of self-administeration. Through this process, we obtained the following results. First, it was found that engagement had a significant effect on advertising attitude. Second, it was found that engagement had a significant effect on purchase intention. Third, it was found that advertising attitude had a significant effect on purchase intention. From the results of this study, it can be seen that the SNS sports advertisement engagement has a positive effect on the attitude and purchase intention of advertisements conducted on SNS. In other words, it should be actively used to increase more efficient advertising attitudes and purchase intentions through this identified engagement.
Keywords
SNS Sports Advertisement; Engagement; Advertising Attitude; Purchase Intention;
Citations & Related Records
연도 인용수 순위
  • Reference
1 B. Calder & A. C. Tamhene, "The Effects of Media Content Experience on Advertising Effectiveness," Journal of Advertising, Vol. 34, No. 6, pp. 7-18. Nov 2007.
2 I. S. Choi & S. W. Shim, "Social Media Advertising ; Engagement ; Social Media Advertising Engagement; Scale To Social Media Advertising Engagement," The Korean Journal of Advertising, Vol. 32, No. 6, pp. 7-36, Aug 2021. DOI : G704-001369.2016.25.5.011
3 R. H. Ducoffe, "Advertising Value and Advertising on the Web," Journal of Advertising Research, Vol. 36, No. 5, pp. 21-35, Nov 1996.
4 D. Y. Roh, Y. S. Oh, & J. P. Kim, "The effect of Cross-Media Advertising Effectiveness on Engagement and Purchase Intention of Martial Art Sports Equipment Companies," The Korean Society Of Sports Science, Vol. 25, No. 1, pp. 761-771, Feb 2016.
5 K. W. Byun & S. Y. Kim, "A Study on the Effects of Advertising Attributes in YouTube e-sport Video," International journal of internet, broadcasting and communication, Vol. 12, No, 2, pp. 137-143. May 2020. DOI : http://dx.doi.org/10.7236/IJIBC.2020.12.2.137   DOI
6 C. Fornell & D. F. Larcker, "Evaluating structural equation models with unobservable variables and measurement error," Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50, Feb 1981.   DOI
7 Y. C. Kim, S. G. Yoon, & S. Y. Bang, "The Effects of Celebrity's Traits on Media Engagement, Advertising Effect and Purchasing Intention in Food Service Industry," Culinary Science & Hospitality Research Culinary Science & Hospitality Research, Vol.23, No.7, pp. 204-219, Oct 2017. DOI : http://dx.doi.org/10.20878/cshr.2017.23.7.021   DOI
8 H. M. Byeon & S. W. Shim, "The Relationship between Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type(Instagram, Facebook and Youtube)," The Korean Advertising and PR Practioners Society, Vol. 13, No. 2, pp. 58-90, May 2020. DOI : 10.21331/jprapr.2020.13.2.003   DOI
9 M. H. Yang, "The Structural Relationship among Advertisement Attributes, Advertisement Attitude, Product Attitude, Product Image and Purchasing Intention in Golf Broadcasting," Dr. Thesis. Dankook University, Yong-In, 2017.
10 R. G. Netemeyer, J. S. Boles, D. O. Mckee, & R. McMurrian, "An investigation into the antecedents of org anizational citizenship behaviors in a personal selling context," Journal of Marketing, Vol. 61, No. 3, pp. 85-98, Jul. 1997.   DOI
11 K. S. Kim, "AMOS 18.0 structure equation model analysis," Hannarae Publishing, 2010.
12 J. H. Cho & J. W. Jun, "Impact of Engagement and Consumer Experience on Trust, Satisfaction, Intention to Use and Advertisement Attitude in Social Media. Journal of Speech," Media & Communication Association, Vol. 19, No. 3, pp. 307-337. Aug 2020.
13 J. Clement, "Global social network penetration 2014-2021," Statista, Nov 2019.
14 H. A. Cha, "Instagram, YouTube, it's over: Sales reached 23 trillion won last year," http://it.chosun.com/site, Feb 2020.
15 K. S. Han & J. H. Cho, "The Effect of Presence and Engagement in HMD(Head Mounted Display) Virtual Reality Advertising on Attitude and Memory," Journal of the Korea Convergence Society, Vol. 10, No. 6, pp. 139-146, Oct 2019. DOI : http://dx.doi.org/10.15207/JKCS.2019.10.6.139   DOI
16 K. S. Han & S. H. Kim, "The Effect of Art Infusion Advertising in Digital Signage on Attitude and Recall depending on Media Engagement," Journal of the Korea Convergence Society, Vol. 11, No. 12, pp. 89-95, Nov 2020.   DOI
17 C. J. Lee, "The Role of Internet Engagement in the Health-Knowledge Gap," Journal of Broadcasting & Electronic Media, Vol. 19, No. 3, pp. 365-382. Sep 2009.   DOI
18 H. H. Hong, "The Influence of Contents-Induced consumers' emotion on Contents Engagement and Advertising Effect: Mediation effects of Contents Engagement and Moderating roles of Intrusiveness," M.A. Thesis. Hanyang University, Seoul, Korea, 2015.
19 Y. K. Chun, "The Structural Relationship between Sport Brands' Social network Service traits, Media & brand EEngagement, and Purchase Intention," Ph.M. Thesis. Kyung-Hee University, Seoul, Korea, 2020.
20 J. S. Lim, Y. C. Hwang, S. Y. Kim & F. A. Biocca, "How social media engagement leads to sports channel loyalty: Mediating roles of social presence and channel commitment," Computers in Human Behavior, Vol. 46, pp. 158-167, Jan 2015.   DOI