인플루언서를 활용한 광고제작 전략: 광고모델 속성을 중심으로

유승엽 한국비즈니스학회 2024 비즈니스융복합연구 Vol.9 No.1

This study attempted to suggest an advertising production strategy regarding which advertising model attributes should be considered important when selecting an influencer as an advertising model and producing an advertisement. The properties of advertising models were discovered through in-depth interviews with experts such as planners, creative directors, and advertising theorists who participated in producing advertising materials using actual influencers as advertising models. The subjects were people in their 20s, the target group for advertising that uses actual influencers as advertising models. The experiment assigned 80 people to each of the four groups through random selection and random allocation, and a total of 320 college students participated in the experiment. The research results are as follows. First, as a result of conducting an exploratory factor analysis on the influencer advertising model attributes, the results were found to be reliability, product relevance, intimacy, expertise, and attractiveness. Second, as a result of confirming the influence of influencer advertising model attributes on advertising attitude, high product relevance was found to be important, and reliability and attractiveness had a significant impact. Third, as a result of confirming the influence of influencer advertising model attributes on product attitude, product relevance, attractiveness, and familiarity had a significant impact. Fourth, as a result of confirming the effect of influencer advertising model attributes on perception of influencer trustworthiness, trustworthiness, product relevance, familiarity, and expertise had a significant impact. Product relevance and expertise showed an inverse relationship. Fifth, as a result of confirming the influence of influencer advertising model attributes on the perception of interactivity with the influencer, reliability, expertise, product relevance, and attractiveness had a significant impact. The results of this study will provide implications for production direction to advertising production practitioners.

페이스북 광고의 구성요인이 구전의도에 미치는 인과모형: 광고 적절성인식 매개효과

유승엽 한국디지털정책학회 2019 디지털융복합연구 Vol.17 No.2

The purpose of this paper was to investigated the effect of the constituents of Facebook advertisement on ad fitness recognition and WOM intension. In addition, we confirmed the mediating effect of ad fitness recognition. For this purpose, data were collected for Facebook 371 users. The research method used factor analysis and covariance structure analysis. The results of this study were as follows: First, the advertising interest characteristics of Facebook ads had a significant effect on ad fitness and word-of-mouth intension. Second, personalized fit informational attributes of Facebook ads had a significant effect on ad fitness and WOM intension. Third, the perceived responsiveness had a significant effect on perceived fitness of advertisement and WOM intention. Fourth, perceived fitness recognition of Facebook advertisement had a significant effect on WOM intension. The results of this study provide consumers with information on what to consider when creating an identity advertisement and effective advertisement as Facebook advertisement. 본 연구는 페이스북 광고의 구성요인이 광고적절성 인식과 구전의도에 미치는 영향을 알아보았다. 부가적으로 광고적절성 인식의 매개효과를 확인하였다. 이를 위해 페이스북 사용자를 대상으로 371개 자료를 수집하였다. 연구방법은 요인분석과 공변량구조분석을 활용하였다. 연구결과 첫째, 페이스북 광고의 광고흥미성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 둘째, 페이스북 광고의 맞춤정보성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 셋째, 주변인반응성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 넷째, 페이스북 광고적절성 인식은 구전의도에 유의미한 영향을 미쳤다. 따라서 광고흥미성과 맞춤정보성 및 주변인반응성 속성은 완전매개효과를 나타냈다. 이러한 연구결과는 소비자들에게 페이스북 광고로서 정체감이 있는 광고와 효과적인 광고를 제작할 때 고려해야할 속성이 무엇인가에 대한 자료를 제공할 것이다.

사회적 책임 활동 주제와 광고모델 및 메시지 소구방식에 따른 CSR광고 제작전략

유승엽 한국디지털정책학회 2019 디지털융복합연구 Vol.17 No.1

The purpose of this study is to propose a strategy for creating an advertisement for Corporate Social Responsibility(CSR) based on the strategy of selecting an advertisement model in order to efficiently execute the advertisement of CSR. Data were analyzed by regression analysis. The results of this study are as follows: First, it is found that the value-relevance factors of the model are important regardless of the theme of CSR. In the economic field, the reliability of the model is important. But, the attractiveness of the model was more important in the environmental field. Second, it is effective to select a model with high value-relevance when selecting CSR advertising model. But, in the case of an expert, it is effective to select not only value addition, but also attractive and reliable models. Third, when producing CSR ads using emotional messages, it is important to consider the value and reliability of the advertising model. But, it is important to select the model considering the importance of the value and attractiveness of the advertisement model when producing the CSR advertisement using the informational message. It was found that it is very important to select a model that has a high relevance to the image of the social responsibility subject and the advertisement model when producing the social responsibility advertisement. 본 연구는 사회적 책임활동 광고를 효율적으로 집행하기 위해 광고모델 선정 전략을 중심으로 사회적 책임활동 광고 제작전략을 제시하고자 하였다. 자료분석은 회귀분석을 실시하였다. 연구결과 첫째, 사회적 책임활동 주제와 관계없이 모델의 가치부합성 요인이 중요한 것으로 확인되었으며, 경제 분야의 경우에는 모델의 신뢰성이 중요하며, 반면 환경 분야에서는 모델의 매력성이 더욱 중요하였다. 둘째, CSR 광고 제작자들이 CSR 광고모델을 연예인을 선정할 때는 가치부합성이 높은 모델을 선정하는 것이 효과적인 반면, 전문가일 경우에는 가치부합성 뿐만 아니라 매력성과 신뢰성이 높은 모델을 선정하는 것이 효과적이다. 셋째, 감성적 메시지를 활용하여 CSR광고를 제작할 때 광고모델의 가치부합성과 신뢰성을 중요하게 고려해야한다. 반면, 정보적 메시지를 활용하여 CSR광고를 제작할 때 광고모델의 가치부합성과 매력성을 중요하게 고려하여 모델을 선정하는 것이 중요하다. 본 연구는 사회적 책임광고를 제작할 때 사회적 책임활동 주제와 광고모델의 이미지가 관련성이 높은 모델을 선정하는 것이 매우 중요하다는 결과를 도출하였다.

IPTV VOD 광고효과에 영향을 미치는 요인 : 프로그램과 게재위치 요인을 중심으로

유승엽 한국디지털정책학회 2016 디지털융복합연구 Vol.14 No.2

The effect of smart phone usage motivation on application display advertising attitude and aviodance: Mediating effect of ad intrusion

유승엽 한국디지털정책학회 2022 디지털융복합연구 Vol.20 No.5

The effect of smartphone usage motivation on application display advertising attitude and advertising avoidance was investigated. In addition, the mediating effect of advertising intrusion was confirmed. The total number of participants in the study was 309, and the data collection method used a survey method. Covariate structural analysis was conducted to investigate the causal relationship between smartphone usage motivation and advertising attitude and the mediating effect of perceived intrusion on advertising avoidance. There are five results. First, the motivation for using smartphones had a significant effect on the display advertising attitude of smartphone applications. Second, the display advertising attitude of the smartphone application had a significant effect on the advertising avoidance behavior. Third, the display advertising attitude of smart phone application had a significant effect on perceived advertising intrusion. Fourth, the perception of intrusiveness of display advertising in smartphone applications had a significant effect on advertising avoidance behavior. Finally, it was confirmed that the perceived ad intrusion has a partial mediating effect in the causal relationship of the smartphone application display advertising attitude to the ad avoidance behavior. The results of this study will contribute to suggesting strategies to reduce advertising avoidance behavior.

광고윤리의식과 소비주의촉진인식 관계성 비교: 한중소비자의 인식을 중심으로

유승엽,김구성 한국디지털정책학회 2013 디지털융복합연구 Vol.11 No.3

중국시청자의 간접광고 효과요인과 광고기능 관련성 지각

유승엽,강현직 한국디지털정책학회 2012 디지털융복합연구 Vol.10 No.9

스마트워크 산업 경쟁력 분석 및 육성방안

유승엽,노규성 한국디지털정책학회 2011 디지털융복합연구 Vol.9 No.6

방송프로그램 제작지원 사업 운영개선과 발전방안 정책연구

유승엽 한국디지털정책학회 2011 디지털융복합연구 Vol.9 No.5

위조품 구매동기와 사용혜택 요인이 구매의도에 미치는 인과모형분석

유승엽 한국디지털정책학회 2012 디지털융복합연구 Vol.10 No.11