Earticle

초록

영어

With the rapid growth of social media advertising, this study explores how ad location and users’ brandfollowing status influence perceptions of ad and brand attitudes. Experimental findings reveal that ad location had a significant effect on consumers’ attitudes toward the ad. Specifically, native ads embedded within social media newsfeeds elicited more favorable responses compared to banner ads positioned in the right column. Additionally, brand-following status strongly influences brand attitudes, with ads from followed Facebook Pages leading to more positive brand evaluations than ads from non-followed pages. These findings highlight the strategic advantage of native ad placements and the importance of cultivating brand followers to enhance advertising effectiveness.

목차

Abstract
1. INTRODUCTION
2. LITERATURE REVIEW
2.1. SNS Advertising
2.2. Effects of SNS Ad Location on Ad and Brand Evaluation
2.3. Effects of Users’ Brand-Following Status on SNSs on Ad and Brand Evaluation
3. METHODOLOGY
3.1. Sample and Procedure
3.2. Pretest
3.3. Manipulation
3.4. Measures
4. RESULTS
4.1. Main Effects
4.2. Interaction Effects
5. DISCUSSION AND IMPLICATIONS
5.1. Limitations and Future Research
5.2. Conclusion
References

키워드

저자

• Renato Bellucci Angulo [ M.A., College of Journalism and Communications, University of Florida, U.S.A. ]
• Eunice Eun-Sil Kim [ Associate Professor, Department of Psychology, Ewha Womans University, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  The International Journal of Advanced Smart Convergence

• 간기

  계간

• pISSN

  2288-2847

• eISSN

  2288-2855

• 수록기간

  2012~2025

• 십진분류

  KDC 326 DDC 380