페이스북 메시지의 발신자 유형과 결론 제시 방식이 커뮤니케이션 효과에 미치는 영향

초록

In the past few years, SNS (social networking services) have been used as a useful marketing communication tool. The current study aims to examine the effects of the sender type (celebrity vs. non-celebrity) and the message type (explicit vs. implicit) on an array of communication effect indices, including the attitude toward the message, the intention of prompt behavioral reactions (e.g., ‘liking,’ ‘sharing,’ and ‘commenting’), and online/offline word-of-mouth. The study also investigated the moderating role of Facebook engagement. A dataset of 212 participants from an experiment was analyzed. The influence of a celebrity sender and an implicit message was found mainly in terms of one’s reactions such as the attitude toward the Facebook message and the ‘liking’ intention, while rarely in other communication effect indices. In addition, a few interaction effects appeared depending on the level of Facebook engagement. Based on the results, some scholarly insights and practical guidelines are provided.

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