관여도와 사전지식수준에 따른 여성 잡지의제품 퍼블리시티 효과 연구

초록

Product publicity is known as a popular public relations tool for promoting a product or service. However, there has been little research documented to measure the effectiveness of product publicity in a systematic way. Given that most previous measures of publicity effectiveness were provider-centered and credibility-focused, this study aimed to examine the effectiveness of product publicity appearing in major women’s magazines, in terms of cognitive, attitudinal, and conative responses of audiences to the messages, based on one’s level of involvement and prior knowledge. Responses from 600 female audiences, who read the September 2012 issue of ten major women’s magazines, were collected.The results showed that those who had greater level of involvement were more likely to seek and engage in product publicity presented in the magazines, and to be positive toward the messages in terms of message credibility, utility, and favorability. However, the more prior knowledge respondents had the less actively they attended publicity messages. Nevertheless, those with greater prior knowledge showed more positive attitude toward the messages and greater purchase intention. Some theoretical and practical implications were discussed.

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