소셜 네트워크의 확산적 광고효과와 사회적 영향력에 관한 연구

초록

This study sheds lights on viral advertising effect that is passed on by other individuals in social networks sites (SNS) and it systematically analyze the potential factors that might have influence over this viral advertising. Unlike other forms of traditional advertising, since social media advertising is network-based where it connects individuals to individuals, not only the influence of advertising itself but the relationship of sender-receiver should also be considered. With this perspective, this study aims at investigating factors that influence the pass-on behavior and the perceived social influence of the passed-on advertising. The results of present study reveals that the user motives(self-expressive, socializing, information- seeking) attitudes towards ads, and frequency of usage have influence on the pass-on behavior, and for the social influence perception, the user motive of socializing found to be the crucial factor. This study further examines whether if there are different advertising effects depending on the social influence perception. The results demonstrates that the individuals with higher social influence perception towards the ads (vs. individuals with lower social influence perception towards the ads) show more positive advertising effect when it comes to perceived information usefulness, perceived ulterior motive of advertiser, and intention for the further information seeking. Providing potential factors that have influence over viral advertising in SNS together with the consumer characteristics with great influence, this study serves various implications to the related advertising and marketing fields

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