The Effect of SNS’s Commercial Viability on Consumer Responses - Based on Facebook User Analysis

이주희,; 문장호,

doi:10.16914/ar.2015.107.259

Cited by 2 publications

(1 citation statement)

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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%

Viewer responses to product messages using one-person media influencers

Han

Lee

2021

IJIMA

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This study investigated the effect of product messages through one-person media, the growing media with great marketing potential, by conducting an experiment in which the perceived expertise of the influencer and the perceived commerciality of the message were manipulated. The results showed that when the perceived expertise of the influencer is high, the product message through one-person media generates a positive behavioural intention and attitude toward the message. The perceived commerciality, in contrast, was found to have an insignificant influence on persuasion effect. The interaction effect between the two independent variables was found to be significant. Based on the results of analysis, this study derives theoretical and practical implications for one-person media communication contexts, and suggests a direction for follow-up research.

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Section: Summary Of Findings and Implicationsmentioning

confidence: 99%