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Journal Article A Framework for Mobile SNS Advertising Effectiveness: User Perceptions and Behaviour Perspective
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Authors
Young Wook Ha, Myeong-Cheol Park, Euehun Lee
Issue Date
2014-12
Citation
Behaviour & Information Technology, v.33, no.12, pp.1333-1346
ISSN
0144-929X
Publisher
Taylor & Francis
Language
English
Type
Journal Article
DOI
https://dx.doi.org/10.1080/0144929X.2014.928906
Project Code
14ZE2100, 글로벌 ICT 선도를 위한 R&D 기획역량 제고, Jung Sung Young
Abstract
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 Keywords
Active control, Advertising effectiveness, Key variables, Mobile sns advertising, Sub-values, User perceptions, behavioural intentions, mobile social network service, social network(SN)