SNS 광고활동에 대한 태도 모형과 이를 기반으로 하는 위험관리 가이드라인 제시 = Modeling the Attitude toward SNS-based Advertising Activities and Derivation of Corresponding Risk Management Guidlines

다국어 초록 (Multilingual Abstract)

Social Network Service (SNS) has become widely used with the soaring popularity of the smartphone since the late 2000s and it has played an important role of molding public opinion thanks to its great influence bigger than any other form of the existing mass media. While a number of marketers have put considerable efforts to use SNS as a means of advertizing, they have been often unsuccessful due to the new features of SNS which could not be found in the existing media. This paper seeks to provide marketers with the guidelines useful for SNS-based advertising planning on the basis of systematic analysis of people’s attitude toward such advertisements with a risk management perspective.
To this end, research was carried out, taking four steps. 1) We first analyzed existing research papers on consumers’ attitude toward traditional forms of advertisements and screened some key factors supposed to influence attitude. Based on these factors, we developed a hypothetical model which shows how SNS users accept advertisements. 2) To test the model, we conducted an experiment with SNS users as subjects and analyzed their responses to select statistically significant factors. 3) Based on the selected factors affecting attitude toward SNS advertisements, an extensive case analysis was carried out to find out risk factors that should be taken into consideration when it comes to SNS-based advertising planning. 4) Keeping these risk factors in mind, we developed a checklist of items that should be considered in terms of SNS-based advertising planning and suggest an advertisement process which includes the risk factors.
The suggested guidelines would be helpful for marketers to minimize mistakes and side effects that arise from running SNS-based advertisements.

목차 (Table of Contents)

• 제 1 장 서론 = 1
• 1.1 연구배경 = 1
• 1.2 연구목적 = 2
• 1.3 연구방법 및 구성 = 3
• 제 2 장 이론적 배경 = 5
• 2.1 SNS의 개념 = 5
• 2.1.1 SNS의 정의 = 5
• 2.1.2 SNS의 특징 = 6
• 2.2 광고 활동에 관한 소비자 태도 연구 = 7
• 2.1.1 기술수용모형 (TAM)을 통한 광고 태도 연구 = 7
• 2.1.1 웹 광고 태도모형을 통한 광고 태도 연구 = 8
• 2.3 SNS 광고의 특징 = 12
• 2.3.1 SNS 광고와 위험관리 = 13
• 2.3.2 SNS 광고에서의 위험요인 도출 = 17
• 제 3 장 연구 설계 = 18
• 3.1 SNS이용자의 SNS 광고 태도요인 도출 = 18
• 3.2 각 변수의 조작적 정의 = 24
• 3.3 회귀분석기법 = 26
• 3.3.1 개요 = 26
• 3.3.2 다중회귀분석 = 26
• 제 4 장 연구검정 = 28
• 4.1 실험 = 28
• 4.2 SNS 광고 태도요인 도출 = 33
• 4.3 SNS 광고 위험요인 도출 = 37
• 4.3 SNS 광고활동의 가이드라인 = 42
• 제 5 장 결론 = 49
• 5.1 연구요약 = 49
• 5.2 연구의 한계점 및 향후 연구에 대한 시사점 = 50
• Reference = 51
• Abstract = 56
• 부록. 1 SNS 광고 활동 수용에 영향을 미치는 요인 도출을 위한 설문지 = 57