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The Impact of Brand's Backstage Information Disclosure via Social Media Contents on Consumer Responses: Adoption of Dramaturgical Theory

브랜디드 콘텐츠를 통한 브랜드 무대후면영역(backstage) 정보 노출이 소비자 반응에 미치는 영향: 연극적 접근이론의 적용

  • 문장호 (숙명여자대학교 홍보광고학과)
  • Received : 2015.02.16
  • Accepted : 2015.03.27
  • Published : 2015.04.28

Abstract

One of the most latest trends in today's marketing practice is to create branded contents for interacting with online consumers. Marketers are increasingly adopting behind-the-scene contents which disclose a brand's backstage information in their contents marketing efforts. The current study conceptualizes this behind-the-scene storytelling based on dramaturgical theory and investigates its impacts on consumer responses. The study also examines how consumers advertising skepticism level would influence on the evaluation of branded contents. In addition, the moderating role of advertising skepticism in evaluating brand's backstage information is investigated. The findings suggests that consumers who are exposed to brand's backstage indicate greater information attitude, brand attitude, and purchase intention than those who are not exposed to brand's backstage. Also consumers who have lower advertising skepticism evaluated branded contents more positively than high ad skepticism consumers. Lastly, the moderating role of advertising skepticism on the impact of brand's backstage disclosure is reported.

Keywords

Social Media;Branded Contents;Backstage;Behind-the-scene;Advertising Skepticism

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