소셜 네이티브 광고(Social Native-ads) 태도 및 효과에 관한 연구: 페이스북 스폰서 광고를 중심으로

초록

This study is to find the attitude toward social media advertising thorough Facebook users. First, there is significant result between friend recommendation and no recommendation on attitude toward brand and purchase intention. Second, there is a significant result depending on a number of recommendation in case of attitude toward advertising and purchase intention. Third, there is no significant result between video and still cut. Fourth, number of like and the recommendation of friends’ had an impact on attitude toward advertising. Fifth, attractiveness, intrusiveness, believability, and privacy except for informativeness had an impact on attitude toward advertising

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