소셜미디어 플랫폼에 따른 인게이지먼트와 광고 인게이지먼트의 관계: 인스타그램, 페이스북, 유튜브 비교를 중심으로

초록

This study examines how consumers’ engagement with social media platforms drives engagement with advertising embedded in these platforms and, subsequently, evaluations of this advertising. Results are as follows; There is differences of engagement which are entertainment, irritation, information and social interaction except for excitement among social media platforms. Specifically, there are no significant difference in terms of entertainment, irritation, information and social interaction between Instagram and Facebook. On the other hand, there are differences of entertainment, information, social interaction between Youtube and Instagram. There are differences of entertainment, irritation, information, and social interaction between Youtube and Facebook. There are differences of advertising engagement variables among social media platforms. Specifically, there is no differences of advertising engagement between Instagram and facebook. There is differences of advertising engagement between Facebook, Instagram and Youtube. Irritation, information, and social interaction in social media engagement except for entertainment have a positive impact on advertising engagement. Also, social media engagement have a partially positive impact on attitude toward advertising and advertising evaluation. It is further shown that engagement with social media advertising itself is key in explaining how social media engagement is related to advertising evaluations. Entertainment and information have an positive impact on advertising evaluation as for Instagram. Irritation and information have an positive impact on advertising evaluation as for Facebook. All engagement variables have an positive impact on advertising evaluation as for Youtube.

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