Effectiveness of advertisements featuring social context on social network sites: an investigation of effects of tie strength-moderated interaction between reward type for advertising recommenders’ i = 소셜 네트워크 사이트의 소셜 컨텍스트 광고 효과에 대한 연구: 광고 추천인과 소비자 사이의 관계 강도의 조절 효과에 따른 광고 추천인의 추천 의도 관련 보상 유형과 광고 제품 유형 간의 상호 작용 효과

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Nowadays, SNSs have emerged as an optimal marketing platform for companies to generate positive eWOM. However, most businesses with advertising-based model on SNSs have not succeeded significantly yet. This paper focused on an advertisement featuring social context on SNSs shown to friends of users who are engaging with brand, investigated the impact of three critical factors on SNS advertising effectiveness - reward type for advertising recommenders’ intention, product type on advertisements, and tie strength. A 2 × 2 factorial design was used to test the interaction effects between the two variables, reward type and product type on advertisements, moderated by tie strength. The results indicate that strong-tie recommenders are more effective than weak-tie recommenders on all combinations of reward type and product type. In addition, hedonic product advertisements for non-monetary reward generate the highest advertising effectiveness, and utilitarian product advertisements for non-monetary reward generate the lowest advertising effectiveness. Based on these results, theoretical and practical implications were provided to refine marketing environments on SNSs.
Advisors
Kim, Won-Joonresearcher김원준
Description
한국과학기술원 : 문화기술대학원,
Publisher
한국과학기술원
Issue Date
2012
Identifier
509209/325007  / 020104294
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 문화기술대학원, 2012.8, [ v, 71 p. ]

Keywords

Social Network Sites; Advertising Effectiveness; Tie Strength; Reward Type; 소셜 네트워크 사이트; 광고 효과; 관계 강도; 제품 추천; 보상 유형; Product Recommend

URI
http://hdl.handle.net/10203/181122
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=509209&flag=dissertation
Appears in Collection
GCT-Theses_Master(석사논문)
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