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http://dx.doi.org/10.14695/KJSOS.2016.19.1.111

User Responses to the Formats and Product Properties of Contents Advertised on Facebook  

Su-Jin, Woo (Department of Visual Studies, Kongju National University)
Yu-Jin, Kim (Department of Visual Studies, Kongju National University)
Publication Information
Science of Emotion and Sensibility / v.19, no.1, 2016 , pp. 111-126 More about this Journal
Abstract
As the marketing value of Facebook advertisements increases, companies seek to create successful Facebook advertisements in order to promote their brands or products. This research aims to identify Facebook advertising factors that influence users' eye movements and attention, and thereby to investigate effective visual elements of Facebook advertising contents. Firstly, we identified two contributing factors influencing users' responses to Facebook advertisements: the formats of advertising contents(Text, Text in Image, and Movie) and the product properties(Involvement, Think/Feel). Based on theoretical reviews, eye tracking tests and surveys were conducted in order to examine how these two factors affect users' responses on Facebook, i.e. visual perception and users' purchasing responses. It was found that there were distinctive patterns of users' visual perceptions and purchasing behavioral responses according to the formats of the advertised contents. Meanwhile, the advertised products' properties influenced only the users' purchasing responses. Finally, the key findings of this research offer helpful guidelines for providers and developers to create effective SNS advertisements.
Keywords
Facebook; Advertising Contents Formats; Product Properties; Eye-Tracking; Visual Perceptions; Survey; Users' Purchasing Behavioral Responses;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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