페이스북광고의 효과에 관한 실증적 연구 - 노출형광고와 “좋아요” 메시지의 광고효과의 차이를 중심으로

초록

The purpose of this study is to examine the effectiveness of Facebook advertising. This study found that "Like" message was more effective than display ads. Specifically, it turned out that Facebook users" positive attitude toward "Like" message and ad clicking behavior were bigger than did their positive attitude toward display ads and ad clicking behavior while Facebook users" perception of intrusiveness toward "Like" message was smaller than did their perception of intrusiveness toward display ads. This study also found that Facebook users" attitudes toward both display ads and "Like" message and their perception of intrusiveness had direct and indirect effects on interaction in landing pages via ad clicking behavior. It is concluded that ad clicking behavior played a intermediating role between Facebook users" attitude toward both display ads and "Like" message and their perception of intrusiveness and interaction in landing pages such as Facebook fanpage and website via ad clicking behavior.

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