공공캠페인 효과 촉진을 위한 SNS 커뮤니케이션 전략 - 해석수준이론의 사회적 거리와 규범적 영향을 통한 설득

초록

The purpose of public service advertisement lies on giving the notion of significance towards social issues and leading people to those action. But public service advertisement has limits that people do not make an action even they recognize the value of the public campaign. Fundamental reason of this phenomenon is weak relevance between public campaign and the participants, and This problem can be solved by using Social network effectively. Authors undertook 2X2 factorial design experiment to prove prediction that the effect of message framing(concrete vs. abstract) according to the CLT can be moderated by social distance to the object of persuasion. More over, this research did regression analysis about the effect of the subjective norm caused by social network on intention to the campaign action. The results show that general effect of concrete message and it's getting more effective when the social distance is getting closer. But the abstract message is more effective when the social distance is far. Besides the subjective norm influences the intention to campaign action significantly and is more effective when the social distance is getting closer. In conclusion, for the effective public campaign communication,presenting concrete message to narrow range of audience(social distance) if it is 공공캠페인 효과 촉진을 위한 SNS 커뮤니케이션 전략 91possible and If not, It would rather presenting abstract message. Also public campaign action can be occurred when the relational aspects of social network is strong.

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