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Effectiveness of Socially Recommended Advertising on Social Network Sites

소셜 네트워크 사이트의 소셜 추천 광고 효과에 대한 연구

  • 김지영 (한국과학기술원 문화기술대학원) ;
  • 서기슬 (한국과학기술원 문화기술대학원) ;
  • 김원준 (한국과학기술원 문화기술대학원) ;
  • 김송미 (한국과학기술원 문화기술대학원)
  • Received : 2017.02.17
  • Accepted : 2017.03.14
  • Published : 2017.04.28

Abstract

This study focuses on an effectiveness of socially recommended advertising on social network sites (SNSs) and investigates the impact of three critical factors on SNS advertising effectiveness - reward type for advertising recommenders' intention, product type on advertisements, and tie strength. A $2{\times}2$ factorial design was used to test the interaction effects between the two variables, reward type and product type on advertisements, moderated by tie strength. The results indicate that when participants observe socially recommended advertising, hedonic product ads with non-monetary reward shows the most effectiveness, and reward type and product type are also effective. In the combination of reward type and product type, we have confirmed the regulating factor influencing the effectiveness of social advertising according to the tie strength between the recommenders and the consumers. Strong-tie recommenders have more influence on the effectiveness of the social advertising than weak-tie recommenders. Based on these results, theoretical and practical implications were provided to refine marketing environments on SNSs.

Keywords

Social Network Sites;Advertising Effectiveness;Tie Strength;Product Recommend;Reward Type

Acknowledgement

Supported by : 한국연구재단

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