Identification and assessment of user-generated advertisements on social network servicesSNS 사용자 제작 광고 식별 및 광고 효과 측정
With the rapid development of social media, we have witnessed a radical change in the advertising landscape. Advertising is no longer just a one-way communication; advertising on social media is a collaborative and iterative process which oftentimes involves SNS users in creating, modifying, and propagating the advertising content. In this thesis, we use mixed-method approach to address three important questions on user-generated advertising: 1) How do we identify user-generated advertisements on social media? 2) How do users value different user-generated advertising strategies on social media? 3) How does the audience react to user-generated advertisements?
- Advisors
- Moon, Sue Bokresearcher; 문수복researcher
- Description
- 한국과학기술원 :웹사이언스대학원,
- Publisher
- 한국과학기술원
- Issue Date
- 2017
- Identifier
- 325007
- Language
- eng
- Description
학위논문(박사) - 한국과학기술원 : 웹사이언스대학원, 2017.8,[iv, 49 p. :]
- Keywords
social media advertising▼aonline advertising platform▼aconsumer-generated advertising▼aconsumer behavior▼aadvertising effectiveness▼aadvertising drivers▼aadvertising value▼aonline marketing▼adigital marketing; 소셜 미디어 광고▼a소셜 네트워크 광고▼a소셜 마케팅▼a소셜 광고 플랫폼▼a사용자 제작 광고▼a소비자 참여형 광고▼a소비자 제작 광고▼a소비자 행동▼a광고 효과▼a광고 가치
- Appears in Collection
- WST-Theses_Ph.D.(박사논문)
- Files in This Item
- There are no files associated with this item.
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