Earticle

초록

영어

The use of SNS has been increasing globally and the SNS has been used to satisfy different purposes of social groups over the years. In the beginning, the SNS were formed using e-mail, newsgroup, etc., where information was shared among relatively homogeneous groups of people. Now different groups including corporations have been using SNS such as Facebook, Twitter and Youtube for their social media marketing. The SNS marketing can facilitate the purchase of consumers to help increasing sales. Our study investigated the impact of SNS on the type of advertising depending on the involvement of the product to the sense of usefulness or ease of consumers' purchase intention. According to the results, advertising for low-involvement products can be more important than the high-involvement product.

목차

Abstract
 1. Introduction
 2. Related Works
  2.1. Technology Acceptance Model
  2.2. Consumer Behavior and Involvement
  2.3. SNS Marketing
 3. Model and Hypothesis
 4. Research Method
 5. Data Analysis and Hypothesis
 6. Conclusion
 References

키워드

저자

• Jongho Kim [ Division of Business Administration, Chosun Univ ersity, Palmoondae-ro 17, Donggu, Gwangju, South Korea ]
• Jonghei Ra [ Department of Logistics & Distribution Management, Gwangju University, Hyoduck-ro 277, Namgu, Gwangju, South Korea ] Corresponding Author
• Taeyang Seo [ Division of Business Administration, Chosun Univ ersity, Palmoondae-ro 17, Donggu, Gwangju, South Korea ]
• Yoon Yong Hwang [ Division of Business Administration, Chosun Univ ersity, Palmoondae-ro 17, Donggu, Gwangju, South Korea ]
• Yongpal Lee [ Division of Business Administration, Chosun Univ ersity, Palmoondae-ro 17, Donggu, Gwangju, South Korea ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Software Engineering and Its Applications

• 간기

  월간

• pISSN

  1738-9984

• 수록기간

  2008~2016

• 등재여부

  SCOPUS

• 십진분류

  KDC 505 DDC 605