디지털 미디어 광고 분야의 연구 방법론에 대한 고찰과 새로운 접근에의 제언

초록

The current study begins with investigating the changes and current state of arts of research methodology and methods in the digital media advertising field. In order to yield the meaningful suggestions for specific approaches and methods in this field, a total of 249 papers from domestic major journals in advertising area. A content anlaysis and SNA(Social Network Analysis) were employed. Each of medium, platforms, types of advertising were analyzed in terms of their associations with their research trends. Recent studies in critical journals were also reviewed to find newer and valuable approaches which are fairly new. Some insightful suggestions were yield: maximization of generalizability, systematic analysis of consumers’ languages, and realisticqualitative research.

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