SNS 광고 이용 행태와 기업의 SNS 광고마케팅 효과 및 전략

초록

Amid a deluge of various advertisements in a modern society, 'delivery of information and advertising message' of advertisements is rapidly emerging as one of the most critical factors of the advertising purposes. Along with diversification of advertising media, besides four major traditional media advertising and marketing utilizing the social network service(SNS) are also getting popular speedily. SNS advertising and marketing employ various media such as Facebook, Twitter, Kakao Tok etc. Consumers using Facebook migrate from a desktop to a smart phone. Thus, under a new media environment Facebook advertising discloses its limit. In this context, some point out that recent skyrocketing corporate SNS advertising and marketing strategies have failed. In reality, substantial corporate sponsors withdraw from Facebook advertising and marketing who are disappointed at the lower advertising and marketing effects than they expected. However, 900 millions use Facebook worldwide. In addition, considering the users of the SNS such as Twitter, MeToday, Kakao Tok etc. corporate SNS advertising and marketing could be very effective depending upon their utilization and strategy. In this respect, this study explores motivations and purposes of the SNS advertising and marketing users, and analyses effectiveness of the current SNS advertising and marketing strategies. A survey was administered with 137 respondents. The major research findings are as follows. The Twitter users who use the SNS for interpersonal communication and information exchange are likely to participate more actively in corporate SNS advertising and marketing activities. It is true that SNS users' SNS advertising use activities do influence both whether they take part in corporate SNS advertising and marketing activities and activeness in their participation. However, it is possible that corporate SNS advertising and marketing effect may vary depending on SNS users' level of SNS usage. Participants in corporate SNS advertising and marketing activities through Twitters are more active than those through Facebook. Based upon the research findings, corporate SNS advertising and marketing could expect better effect when the activities meet the SNS users' motivations and needs. In addition, the paper discusses more effective SNS advertising and marketing strategies from the corporate perspectives.

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