SNS 기반의 광고에 대한 사용자 반응이 기업 마케팅 성과에 미치는 영향: 페이스북에서 청소년의 운동화를 중심으로

초록

Since the smartphone is introduced in the market, the number of users increased to 500 million by October 2010 and it is expected to globally surpass 2 billion in 2016. The number of users is rapidly increasing and the users are using SNS like Facebook as a tool for effective communication and information use. Therefore, firms are advertising through SNS, thinking that SNS-based advertisement will positively affect organizational revenue. This study aims to analyze the practical effect of organizational SNS-based advertisement. Especially, this study developed the research model to examine the effect of Facebook’s like and sharing intention on purchase inten-tion, recommendation intention, and brand image of the product and empirically conducted the research by selecting an advertisement of product with high interest among teenagers as the targeted advertisement in the survey and analyzing the relevant survey data. In sum, the result of the study provided a practical implication in that marketing performance can be achieved if the firms create the advertise-ment by focusing on the factors of originality, empathy, and information usefulness when they consider the Facebook-based marketing.

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