Understanding Consumer Intention to Share Native Advertising and Brand Information on Social Media: A Focus on Consumer Socialization
소셜미디어 상에서의 네이티브 광고 공유 및 브랜드 추천 의도에 대한 연구: 소비자 사회화 변인을 중심으로
- 주제(키워드) native advertising , consumer socialization , social networking sites , Facebook , 소셜미디어 , 네이티브 광고 , 소비자 사회화 , 광고 공유 , 브랜드 추천 의도
- 주제(기타) 사회과학
- 주제(기타) 신문방송학
- 주제(기타) 광고/홍보학
- 설명문(URI) https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002566283
- 등재 KCI등재
- 발행기관 한국소비자·광고심리학회
- 발행년도 2020
- 총서유형 Journal
- URI http://www.dcollection.net/handler/ewha/000000169677
- 본문언어 한국어
- Published As https://dx.doi.org/10.21074/kjlcap.2020.21.1.55
초록/요약
The growing popularity and use of social networking sites (SNSs) have prompted a great deal of research on consumer acceptance of advertising as a crucial factor for advertisers and marketers seeking to deliver relevant advertising content to consumers with minimal disruption. Native advertising is a type of online advertising that is designed to integrate advertising content within the platform on which it appears. By surveying 399 Facebook users, this study examines antecedents of consumer intention to share native advertising and brand information on SNSs, based on the consumer socialization framework. Our findings reveal that positive brand-related peer communication, social media dependency, Facebook usage frequency, and attitude toward social media advertising in general are significant predictors of consumer’s intentions to share native advertising and recommend the brand on SNSs.
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