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논문검색은 역시 페이퍼서치

> 한국의류학회 > 한국의류학회지 > 35권 8호

패션브랜드 커뮤니티와 동영상 UCC 소셜 미디어 참여행동이 광고효과에 미치는 영향

The Effects of Advertising with Social Media Participation Attitude as Fashion Brand Communities and UCC

이지현 ( Ji Hyun Lee ) , 이승희 ( Seung Hee Lee )

- 발행기관 : 한국의류학회

- 발행년도 : 2011

- 간행물 : 한국의류학회지, 35권 8호

- 페이지 : pp.877-889 ( 총 13 페이지 )


학술발표대회집, 워크숍 자료집 중 1,2 페이지 논문은 ‘요약’만 제공되는 경우가 있으니,

구매 전에 간행물명, 페이지 수 확인 부탁 드립니다.

5,300
논문제목
초록(외국어)
This study investigates the effects of social media`s fashion advertisements. A survey was taken among men and women in their twenties who had experiences with fashion brand social media. A total of 270 questionnaires were used in this analysis. The results are as follows: First, the factors of content and pursuit of information had positive (+) impacts on advertisement attitude for both men and women in the fashion brand communities. Only the pursuit of information had positive (+) effects on men`s brand attitude; however, economy, self-satisfaction, and the pursuit of information influenced women`s brand attitude and purchase intention. Secondly, in fashion brand video UCCs, pursuit of information and the formation of relationships had positive (+) impacts on men and women, respectively. The formation of relationships had positive (+) impacts on men`s brand attitude; however, the formation of relationships and the pursuit of information influenced women`s brand attitude. The pursuit of information and formation of relationships had a positive (+) influences on men`s and women`s purchase intention, respectively. Men had differences in the pursuit of information and advertisement attitude in the two types of fashion brand communities and video UCCs; however, women had differences in economy and self-satisfaction, advertisement attitude, and brand attitude in the two types. The study results provide basic data by examining men and women in their twenties who have easy access to the Internet for advertisement attitude, brand attitude, and purchase intention in social media as an online fashion advertising media as well as useful information for establishing marketing strategies.

논문정보
  • - 주제 : 자연과학분야 > 가정
  • - 발행기관 : 한국의류학회
  • - 간행물 : 한국의류학회지, 35권 8호
  • - 발행년도 : 2011
  • - 페이지 : pp.877-889 ( 총 13 페이지 )
  • - UCI(KEPA) : I410-ECN-0102-2012-360-002316270
저널정보
  • - 주제 : 자연과학분야 > 가정
  • - 성격 : 학술지
  • - 간기 : 격월
  • - 국내 등재 : KCI 등재
  • - 해외 등재 : - / SCOPUS
  • - ISSN : 1225-1151
  • - 수록범위 : 1977–2020
  • - 수록 논문수 : 3656