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http://dx.doi.org/10.15207/JKCS.2021.12.4.113

The audience's reaction effect based on vicarious emotional experiences and creative rhetorical expressions of the networking media platforms  

Choi, Hyuck-Soo (Dept. of Advertising and Public Relations, Namseoul University)
Publication Information
Journal of the Korea Convergence Society / v.12, no.4, 2021 , pp. 113-123 More about this Journal
Abstract
This study involves an experiment aimed to reveal the communicative effects by different types of visual expressions in SNS advertisements. This study analyzes consumers' dynamic responses to vicarious emotional experiences and the creative rhetorical expressions of networking media platforms through experiments that sample university students. The vicarious emotional experiences of networking media platforms have a significant effect on the consumers' subsequent reactions. The greater the vicarious emotional experiences are, the more positive this effect is. There is a significant interactive effect between consumers' vicarious emotional experiences and the rhetorical creative types of targeted media.
Keywords
Innovative networking; Media platform; Vicarious emotional experiences; Rhetorical effect; Creative image platform; Advanced technology;
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