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http://dx.doi.org/10.15207/JKCS.2020.11.11.155

The Impact of SNS Advertising Attribute on Advertising Likeability and Purchase Intention: A Comparison of Difference According to Use Motive and Use Intensity of SNS  

Kim, Hwa-Dong (Division of Advertising & Public Relations & Journalism, Mokwon University)
Publication Information
Journal of the Korea Convergence Society / v.11, no.11, 2020 , pp. 155-163 More about this Journal
Abstract
This study investigated experimentally how factors of SNS advertising attribute impact on advertising likeability and purchase intention according to use motive and use intensity of SNS. Firstly showing difference according to use motive of SNS, in user of motive to managing human relation, reliability of advertising contents has effect the largest and entertainment of advertising interest has effect also as important factor. In user of motive to sharing interest information, irritation of advertising on using SNS has effect the largest negatively and information of advertising's information offering capability has effect larger as positive factor. Next showing difference according to use intensity of SNS, in user of high intensity, reliability and information of advertising contents has effect larger than other factors. In user of low intensity, irritation of advertising has effect the largest negatively and other factors have effect very small. This results can provide a practical contribution that explains important factors in producing effective SNS advertising according to using behavior characteristics of SNS.
Keywords
SNS Advertising Attribute; Use Motive of SNS; Use Intensity of SNS; Advertising Likeability; Purchase Intention;
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Times Cited By KSCI : 3  (Citation Analysis)
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