The Facebook Effect: The Effectiveness of Social Proof Heuristic-Based Appeals on SNSs

• 발행기관: 한국상품학회
• 저자명: 김희진(Hee Jin Kim)
• 간행물 정보: 『상품학연구』제35권 제3호, 17~25쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.06.30

영문 초록

Users’motivation and psychology is unique in social media sites (SNSs). The current study is based on the social motivation in SNSs and predicts that the desire to conform to others’ opinion is amplified in this context. Thus, it is hypothesized and empirically demonstrated that advertising appeals based on social proof heuristics are likely to increase consumers’preference when exposed on SNSs than other online media. The moderated mediation analysis showed that the heightened level of consideration for others under SNS drives the favorable attitude to social approval messages. Managerial implications and future research directions are discusse.

목차

Abstract

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Methodology

Ⅳ. Results

Ⅳ. Conclusion

참고문헌

키워드

SNSs Facebook social conformity social proof heuristics