The Facebook Effect: The Effectiveness of Social Proof Heuristic-Based Appeals on SNSs
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 김희진 | - |
dc.date.available | 2020-02-27T21:42:43Z | - |
dc.date.created | 2020-02-12 | - |
dc.date.issued | 2017 | - |
dc.identifier.issn | 1226-6132 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/7024 | - |
dc.description.abstract | 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 discussed. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | 한국상품학회 | - |
dc.relation.isPartOf | 상품학연구 | - |
dc.title | The Facebook Effect: The Effectiveness of Social Proof Heuristic-Based Appeals on SNSs | - |
dc.type | Article | - |
dc.type.rims | ART | - |
dc.description.journalClass | 2 | - |
dc.identifier.doi | 10.36345/kacst.2017.35.3.003 | - |
dc.identifier.bibliographicCitation | 상품학연구, v.35, no.3, pp.17 - 25 | - |
dc.identifier.kciid | ART002245857 | - |
dc.citation.endPage | 25 | - |
dc.citation.startPage | 17 | - |
dc.citation.title | 상품학연구 | - |
dc.citation.volume | 35 | - |
dc.citation.number | 3 | - |
dc.contributor.affiliatedAuthor | 김희진 | - |
dc.subject.keywordAuthor | SNSs | - |
dc.subject.keywordAuthor | - | |
dc.subject.keywordAuthor | social conformity | - |
dc.subject.keywordAuthor | social proof heuristics | - |
dc.description.journalRegisteredClass | kci | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
1342, Seongnam-daero, Sujeong-gu, Seongnam-si, Gyeonggi-do, Republic of Korea(13120)031-750-5114
COPYRIGHT 2020 Gachon University All Rights Reserved.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.