Earticle

초록

영어

Advertising on social media is a vital tool for companies looking to grow their clientele, draw in new clients, and raise brand awareness. With features like feeds, stories, reels, and explore pages, Instagram distinguishes out among other networks. The well-liked Instagram Reels feature provides 15–90 second vertical video snippets that loop. Although Instagram Reels have gained popularity as a technique for advertising, little empirical study has been done on how effective they are. The purpose of this study is to investigate the moderating role of influencer credibility on users’ attitudes and adoption of short video commercials, as well as the ways in which short video attributes affect users’ reactions to reel advertising. Additionally, the study looks into how users’ opinions about short video advertisements, their perceptions of their usefulness, and their intention to utilize them relate to one another. Instagram reel users will receive questionnaires via social media platforms, and those who participate will be asked to complete online surveys in order to collect data. It is anticipated that the study will demonstrate how the characteristics of short films improve users’ opinions of advertisements and their assessment of the value of short video advertising. For companies wishing to promote on social media and gain a deeper understanding of user behavior and ad uptake, the findings will provide insightful information.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Conceptual Background
2.1. Evolution of Social Media Advertising
2.2. Influencer Credibility
2.3. Perceived Advertising Value and Attitude towards Advertising
2.4. Theory of Reasoned Action (TRA)
Ⅲ. Research Model and Hypotheses
Ⅳ. Research Methodology
4.1. Research Measurement
4.2. Method of Data Collection and Analysis
4.3. Data Collection
Ⅴ. Data Analysis and Results
5.1. Reliability and Validity Test
5.2. Model Measurement
5.3. Hypotheses Result
Ⅵ. Discussion and Implications
6.1. Discussion of Findings
6.2. Limitations and Future Research Directions
Ⅶ. Conclusion and Implications for Future Research and Practice

저자

• Kay Zun Lin Min [ M.S Student, School of Business Administration, Kyungpook National University, Korea ]
• Sang Hyun Kim [ Professor, School of Business Administration, Kyungpook National University, Korea ] Corresponding Author

참고문헌