2015
DOI: 10.16914/ar.2015.107.259
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The Effect of SNS’s Commercial Viability on Consumer Responses - Based on Facebook User Analysis

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“…For example, the meagre influence of perceived commerciality was a notable discovery of this study, and some recent studies also discovered that recognition of commerciality does not necessarily have a negative consequence in the social media environment, despite the prediction to the contrary. Lee and Moon (2015) determined that the degree of commerciality perceived by SNS users does not exert a significant effect on their attitude toward advertisements. Kwon et al (2018) also confirmed the insignificant effect of perceived commerciality on native advertisements, which are intermingled with general contents in the mobile environment.…”
Section: Summary Of Findings and Implicationsmentioning
confidence: 99%
“…For example, the meagre influence of perceived commerciality was a notable discovery of this study, and some recent studies also discovered that recognition of commerciality does not necessarily have a negative consequence in the social media environment, despite the prediction to the contrary. Lee and Moon (2015) determined that the degree of commerciality perceived by SNS users does not exert a significant effect on their attitude toward advertisements. Kwon et al (2018) also confirmed the insignificant effect of perceived commerciality on native advertisements, which are intermingled with general contents in the mobile environment.…”
Section: Summary Of Findings and Implicationsmentioning
confidence: 99%