ScholarWorks@중앙대학교

초록

The current study examined how video advertising in Facebook could be effective. Specifically, it was investigated how media engagement, advertising engagement, and two characteristics of video advertising-entertaining and informativeness-could influence on behavior engagement and WOM intention. Experiments were con- ducted with real video ads in Facebook to examine hypotheses proposed. The result shows that media engagement and two content characteristics-entertaining and informativeness-are supported to influence the advertising engagement. Accordingly, ad engagement affects behavior engagement and WOM intention. In addition, ad engagement plays a critical role of mediating between the content characteristics and ad effectiveness (behaivor engagement and WOM intention). The study can contribute to the relevant academic area with showing the causal relationships among media-advertising-behavior engagements. Practically, various types of engagement should be considered in the process of planning social media advertising strategy.

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