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http://dx.doi.org/10.17703/JCCT.2020.6.2.419

A Comparative Study on Attribute Recognition and Word of Mouth Intention of SNS Advertising - Focused on Facebook, Instagram, KaKaoStory and Twitter  

Jeong, Chang Jun (Dept. of Advertising & PR, Cheong Ju Univ)
Publication Information
The Journal of the Convergence on Culture Technology / v.6, no.2, 2020 , pp. 419-428 More about this Journal
Abstract
SNS media is gaining its media share with the benefits of digital technology, such as the convenience of physical access and the entertainment and interactivity of contents, and are becoming a part of users' lives. As media contents consumers move from traditional media to SNS, marketing communication activities are rapidly adapting to leading SNS platforms such as Facebook. This study compares how users perceive four advertisement attributes in each SNS, focusing on Facebook, Instagram, Kakao Story, and Twitter, where the media content creation and consumption systems are relatively similar to each other. The impact on eWOM intention was identified. In addition, we discussed effective SNS operation.
Keywords
SNS Advertising; Attribute Recognition; eWOM Intention;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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