소셜미디어 캠페인 효과의 기제: 추정된 미디어 영향과 지각된 사회규범의 통합 모형 적용

초록

To explore mechanisms for the effectiveness of drug prevention campaigns currently conducted on social media, this study integrates the Influence of Presumed Influence (IPI) model with the concept of perceived social norms drawn from the Theory of Normative Social Behavior (TNSB). Data analyzed were online survey responses collected from 296 university students from five universities located in Seoul, the metropolitan area, and the Gyeongnam area. PROCESS macro models 14 and 4 were used to test direct, indirect, moderation, and mediated moderation effects. Results confirm the rigor of the IPI model: the more that respondents perceived that the drug prevention campaign had reached others (perceived reach, PR), the more they perceived that others would be affected by the campaign (presumed media influence, PMI). PMI mediated PR and two behavioral intentions (intentions for drug prevention and for campaign dissemination, BIs). The perceptions that other people are using illegal drugs (descriptive norm, DN) and that drug use is not socially acceptable (injunctive norm, IN) were positively related to intention for drug prevention. However, DN had neither mediation effects nor interaction effects with IN on the two BIs. Based on the findings, theoretical discussions, practical implications, and future research directions were presented.

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