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http://dx.doi.org/10.15207/JKCS.2018.9.3.187

Effects of Facebook Advertisement Message's Convergence Type and SNS Trait on Brand Attitude, Purchasing Intention  

Jeong, Chang-Jun (Department of Advertising and Public Relations, Cheongju University)
Publication Information
Journal of the Korea Convergence Society / v.9, no.3, 2018 , pp. 187-201 More about this Journal
Abstract
Three types of Ad message convergence, A Letter, B Letter+Photo, C Letter+Photo+Video on the Facebook advertising were researched. For this research, three types of sample advertisements were tested on the 230 subjects. And the H1 - How do three types of advertisements differ on the SNS main trait, H2 - Among those Informativity, Reliablity, Playfulness, Intractivity as the SNS main trait, what is the more powerful factor on the brand attitude / Purchase Intention. For this research the ANOVA, Scheffe, Regression Analysis was used. As a result, H1 - The effect power of Playfulness and Interactivity on the three types of Ad message convergence ranked as "A
Keywords
Advertisement Message Convergence Type; SNS Trait; Brand Attitude; Purchase Intention;
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