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소비자의 사고수준과 SNS 친숙도가 SNS 메시지 신뢰도에 미치는 영향

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Alternative Title
Effect of Consumer's Construal Level and Famiarity of SNS on Message Reliablity of SNS
Abstract
Today, the SNS and SNS use in product advertising and corporate image promotion and marketing of the various forms of communication beyond mere itself as a place of social interaction between individuals in the company through the SNS.
2015 According to the forecasts of some companies and some mobile platforms, the prospect that existing search advertising and new advertising platform that can replace traditional banner advertising will grow rapidly. In particular, SNS advertising is expected to rise quickly to say that the market share in a new form of specialized mobile.
As such the execution of the marketing communication strategy in the company in accordance with changes in SNS SNS is becoming important. The consumer the psychological distance and thus the effective advertising message selected from the SNS products that have a great influence on the selection process, the consumer was in the studies of the existing online oral.
SNS is characterized by forming at all on-line social network in conjunction with other people. SNS is it not know who the information provider the information recipient can trust the information to determine who the information provider. And, according to the information provider who is the consumer may interpret such messages differently. Thus consumers will be the process for interpreting the information in the SNS according to the social distance from the information provider change.
Also, SNS can be classified as open, closed, depending on the nature of social media. In other words, the 'Facebook' contact information is a lot of variety in an open and lightly closed, but shallow relationships center of the "Kakao Talk" and "Band" encounter a lot of serious and useful information because of the narrow and deep relationships formed by placing emphasis . A couple of these points in order to spread the SNS marketing should try carefully considered depending on the SNS platform and message-level relationships.
This study aims to comments of SNS access to the user based on the interpretation of the decision-making level of reliability theory. Therefore, comparison of the reliability of this study interpreted on the basis of the level of abstract Construal Level Theory(CLT) and user-level detail level of the SNS user groups and comments from the familiar unfamiliar group SNS, should be analyzed. For this study was to investigate and evaluate comments investigate the effect on the reliability of SNS Comments depending on the level of accident Kakao Story(Facebook).
Author(s)
김성준
Issued Date
2015
Awarded Date
2015. 8
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000007348
Alternative Author(s)
Kim, Sung Joon
Department
경영대학원 경영정보학과
Table Of Contents
제 1 장 서론 1
1. 연구배경 및 연구목적 1
1) 연구배경 1
2) 연구목적 3
2. 연구방법 및 논문구성 5
1) 연구방법 5
2) 논문구성 5

제 2 장 이론적 배경 6
1. SNS 정의 및 유형 6
1) SNS 정의 6
2) SNS 유형 7
2. 해석 수준 이론 10
3. 행동정체성 이론 16
4. 시간적 거리 18
5. 사회적 거리 20
6. 메시지 수준 22

제 3 장 가설의 설정 및 연구방법 24
1. 연구가설의 설정 24
2. 연구방법 26
1) 연구대상 26
2) 실험설계 26
3) 독립변수 27
4) 종속변수 27

제 4 장 연구결과 29
1. 가설검증 29
2. 결과분석 33

제 5 장 결 론 34
1. 연구결론 34
2. 연구결과 시사점 35
3. 연구의 한계 36

참고문헌 37
1. 국내논문 37
2. 국외논문 39
설 문 지 41
Degree
Master
Publisher
제주대학교 경영대학원
Citation
김성준. (2015). 소비자의 사고수준과 SNS 친숙도가 SNS 메시지 신뢰도에 미치는 영향
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Graduate School of Business Administration > Management Information Systems
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