모바일 SNS 환경에서 인피드 광고 특성이 광고 태도에 미치는 영향

Abstract

In the wake of the incessant development of the network and the popularity of mobile devices, especially smartphones, the users’ attention has shifted from computers to mobile terminals accordingly. In the PC era, the screen has a certain amount of space, which can contain advertising forms such as pop-ups, banners, etc. However, in the age of mobile internet, advertising form that entails a certain amount of space is particularly abrupt in the mobile terminals where screen space is somewhat restricted. Consequently, in-feed ads are experiencing explosive growth in the mobile internet era since it takes the user's mobile browsing experience and advertisers’ advertising effectiveness into consideration. This paper probes into the attitude of consumers towards in-feed ads centering on the features of in-feed ads in SNS. In light of the previous research, this paper categorizes the characteristics of in-feed ads into the following three points. First, consistency with the form of the original content; Second, interactivity; Third, accuracy. To be more specific, consistency with the original content means that, in terms of form, the in-feed ads are identical to other contents in the “content” ecology. Moreover, they are impeccably incorporated in the content environment where it is located. Divergent from the abrupt pop-up advertisement, horizontal screen advertisements, or short message advertisements, they enable the audiences to receive advertisements in advance without leaving the previous reading environment. The in-feed ads are independent content on the one hand, and they constitute an “integrated and fragmented content environment" together with other contents on the other hand. Interactivity means that consumers can interact with advertisers through the in-feed ads. Furthermore, consumers can exchange information with each other via leaving messages, forwarding, and other activities. Thus, the interaction can be enhanced. Accuracy means that consumers can effortlessly attain the information and products they want by browsing in-feed ads, which satisfy the personalized demands. This paper delves into the relationship between the characteristics of in-feed ads and consumers' attitudes toward in-feed ads. The conclusions are reached as follows: the consistency, interactivity, and accuracy of in-feed ads can positively influence consumers' advertising attitudes. In other words, if the form consistency between the in-feed ads and the original content is strong, consumers can have better advertising attitudes; if consumers frequently interact through the in-feed ads, better advertising attitudes are generated; if the in-feed ads can meet the individualized demands, consumers will have better advertising attitudes to the in-feed ads. In addition to exploring the impact of characteristics of the in-feed ads on advertising attitudes, it is noteworthy that this paper also investigates whether consumers' concerns about privacy disclosure modulate the relationship between advertising characteristics and advertising attitudes. The results can be shown as follows: concerns about privacy disclosure have no significant modulation effect on consistency, interactivity, and advertising attitudes, but consumers’ concerns about privacy disclosure can negatively modulate the relationship between accuracy and advertising attitudes. That is, when consumers are worried about privacy disclosure, the positive correlation between accuracy and advertising attitudes will be weakened. The research significance of this paper can be listed out as follows: Firstly, although there is a wealth of research on SNS advertising, there is a notable dearth of research into in-feed ads. Grounded on the previous research, this paper re-examines and categorizes the characteristics of in-feed ads. Moreover, the current paper further discovers the relationship between advertising characteristics and advertising attitudes. Secondly, along with the increasing frequency of Internet use, consumers’ privacy is disclosed on the Internet ineluctably. Therefore, this paper further expands the research on the attitudes of in-feed ads, with privacy concerns as the adjustment variable. Thirdly, from the perspective of enterprises, the present paper spells out the leading factors affecting the attitude of advertising for advertisers. At the same time, it advises advertisers not to sneeze at the negative impact of disclosure of personal information on consumers. ;SNS사용자가 급속히 증가함으로 인해 기업들의 SNS 마케팅 전략의 중요성이 증가했으며 기업 전체 마케팅 활동에서 SNS 마케팅의 비중도 높아지고 있다. 본 논문은 SNS 광고 중 인피드 광고의 특성 (네이티브 콘텐츠 간의 형식의 일치성; 상호작용성; 개인맞춤성)에 대해 연구하였으며 이러한 광고 특성이 광고 태도에 어떤 영향을 미치는지를 연구하였다. 연구 결과는 다음과 같다. 첫째, 인피드 광고의 네이티브 콘텐츠 간의 형식의 일치성은 광고 태도에 정(+)의 영향을 미치는 것으로 나타났다. 형식의 일치성이 높을수록 더 호의적인 광고 태도가 나타나는 것이다. 둘째, 인피드 광고를 통한 상호작용성은 광고 태도에 긍정적인 영향을 미치는 것으로 나타났다. 소비자들이 인피드 광고를 공유하고 댓글을 다는 행동을 통해 더 많은 광고 정보를 얻을 수 있으며 상호작용 수준이 높을수록 더 좋은 광고 태도가 나타났다. 셋째, 인피드 광고의 개인맞춤성은 광고 태도에 정(+)의 영향을 미치는 것으로 나타났다. 개인 맞춤화 광고는 소비자에게 원하는 광고 정보를 제공한다. 광고 정보가 소비자의 니즈를 충족시키는 정도가 높을수록 소비자의 인피드 광고 태도는 긍정적으로 나타났다. 또한 인피드 광고 특성이 광고 태도에 미치는 영향에 있어서 소비자의 프라이버시 우려가 조절적 영향을 미치는지 검증하였다. 결과는 다음과 같다. 그 결과, 형식의 일치성과 상호작용성이 광고 태도에 미치는 영향에 있어서 프라이버시 우려가 유의한 조절 효과를 나타내지 않았으나 개인맞춤성과 광고 태도 간의 관계에서는 부정적인 조절 효과를 나타냈다. 이러한 결과는 인피드 광고의 개인맞춤성으로 인해 개인 정보가 유출될 위험을 크게 지각하고 있기 때문으로 보이며, 형식의 일치성이나 상호작용성의 경우는 소비자의 개인 정보와 큰 연관이 없기 때문에 소비자의 프라이버시 우려가 유의한 조절 효과를 나타내지 않은 것으로 판단된다.