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학술지 A Framework for Mobile SNS Advertising Effectiveness: User Perceptions and Behaviour Perspective
Cited 42 time in scopus Download 1 time Share share facebook twitter linkedin kakaostory
저자
하영욱, 박명철, 이의훈
발행일
201412
출처
Behaviour & Information Technology, v.33 no.12, pp.1333-1346
ISSN
0144-929X
출판사
Taylor & Francis
DOI
https://dx.doi.org/10.1080/0144929X.2014.928906
협약과제
14ZE2100, 글로벌 ICT 선도를 위한 R&D 기획역량 제고, 정성영
초록
This study develops and empirically tests a framework for mobile social network service (SNS) advertising effectiveness. The study sets the advertising value, attitude towards advertising, and behavioural intentions as the key variables for the assessment of advertising effectiveness. Regarding antecedents of advertising effectiveness, the study identifies the salient attributes of mobile SNS advertising as social, mobile convenience, and active control; the main sub-values of mobile SNS advertising as informativeness, entertainment, and irritation.
KSP 제안 키워드
Active control, Advertising effectiveness, Key variables, Mobile sns advertising, Sub-values, User perceptions, behavioural intentions, mobile social network service, social network(SN)