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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2019.8
- 수록면
- 325 - 333 (9page)
- DOI
- 10.5143/JESK.2019.38.4.325
이용수
초록· 키워드
오류제보하기
Objective: The purpose of this study was to find out how advertisement frequency in SNS content affects the user"s response characteristics regarding ad detection.
Background: With the popularity of SNS, native advertising has steadily become one of the most popular advertising technologies in the advertising field. However, there is not much research on user response characteristics. In order to enhance the effectiveness of advertising, it is necessary to identify the various response characteristics of users regarding advertising. In particular, the frequency of advertisements is an important factor in SNS native advertising design.
Method: This study uses a tachistoscope to measure user response to the frequency of advertisements in SNS content. The advertisement frequency was defined as low, medium, and high frequency. The time taken to make a judgement for a SNS content and the accuracy of ad detection were measured under each experimental condition. The significances of the ad detection accuracy and the judgement time according to the ad frequency were analyzed using the analysis of variance.
Results: According to the frequency of advertisement, there was no significant difference in the judgment time of the user regarding the SNS advertisement. However, gender had a significant impact on the judgement time of advertising, and it turned out that men took longer time than women. The analysis result of the rate of accuracy in judging the content shows that the frequency of advertisements also significantly affects the accurate judgment rate of the advertisement content and the general content. When the advertisement content and the general content are both at intermediate frequencies, the judgment rate is the highest. As a result of gender analysis, the accurate detection rate for the contents of the advertisement differed significantly according to gender, and the accuracy rate of women was greater than that of men. On the contrary, there was no significant difference in general contents according to gender.
Conclusion: Regarding the judgment time for SNS content, the frequency of advertisements is not an important factor. Gender, however, must be regarded as an important factor. Both the ad frequency and gender should be regarded as important factors in aspect of ad detection rate.
Application: The results of this study can be effectively used to develop an advertising strategy and design that enhances the effectiveness of SNS native advertising.
Background: With the popularity of SNS, native advertising has steadily become one of the most popular advertising technologies in the advertising field. However, there is not much research on user response characteristics. In order to enhance the effectiveness of advertising, it is necessary to identify the various response characteristics of users regarding advertising. In particular, the frequency of advertisements is an important factor in SNS native advertising design.
Method: This study uses a tachistoscope to measure user response to the frequency of advertisements in SNS content. The advertisement frequency was defined as low, medium, and high frequency. The time taken to make a judgement for a SNS content and the accuracy of ad detection were measured under each experimental condition. The significances of the ad detection accuracy and the judgement time according to the ad frequency were analyzed using the analysis of variance.
Results: According to the frequency of advertisement, there was no significant difference in the judgment time of the user regarding the SNS advertisement. However, gender had a significant impact on the judgement time of advertising, and it turned out that men took longer time than women. The analysis result of the rate of accuracy in judging the content shows that the frequency of advertisements also significantly affects the accurate judgment rate of the advertisement content and the general content. When the advertisement content and the general content are both at intermediate frequencies, the judgment rate is the highest. As a result of gender analysis, the accurate detection rate for the contents of the advertisement differed significantly according to gender, and the accuracy rate of women was greater than that of men. On the contrary, there was no significant difference in general contents according to gender.
Conclusion: Regarding the judgment time for SNS content, the frequency of advertisements is not an important factor. Gender, however, must be regarded as an important factor. Both the ad frequency and gender should be regarded as important factors in aspect of ad detection rate.
Application: The results of this study can be effectively used to develop an advertising strategy and design that enhances the effectiveness of SNS native advertising.
목차
1. Introduction
2. Method
3. Results
4. Conclusion
References
참고문헌 (16)
참고문헌 신청
변혜민 / 2016 / 소셜 네이티브 광고(Social Native-ads) 태도 및 효과에 관한 연구: 페이스북 스폰서 광고를 중심으로 / 광고PR실학연구 9(3):26~48
Cho, C. / 2004 / Why do people avoid advertising on the internet? / Journal of Advertising 33(4):89~97
Chung, H. / 2017 / A study on the native advertising effect according to the persuasion knowledge model, advertising appeal and involvement
Hyman, D. A. / 2017 / Going native: can consumers recognize native advertising: Does it matter / Yale Journal of Law and Technology 19(1):79~112
IAB / 2013 / The native advertising playbook: Six native ad categories, six marketplace considerations, and IAB recommended disclosure principles
Cho, C. / 2004 / Why do people avoid advertising on the internet? / Journal of Advertising 33(4):89~97
Chung, H. / 2017 / A study on the native advertising effect according to the persuasion knowledge model, advertising appeal and involvement
Hyman, D. A. / 2017 / Going native: can consumers recognize native advertising: Does it matter / Yale Journal of Law and Technology 19(1):79~112
IAB / 2013 / The native advertising playbook: Six native ad categories, six marketplace considerations, and IAB recommended disclosure principles
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