The Facebook Effect: The Effectiveness of Social Proof Heuristic-Based Appeals on SNSs
- Authors
- 김희진
- Issue Date
- 2017
- Publisher
- 한국상품학회
- Keywords
- SNSs; Facebook; social conformity; social proof heuristics
- Citation
- 상품학연구, v.35, no.3, pp.17 - 25
- Journal Title
- 상품학연구
- Volume
- 35
- Number
- 3
- Start Page
- 17
- End Page
- 25
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/7024
- DOI
- 10.36345/kacst.2017.35.3.003
- ISSN
- 1226-6132
- 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.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - 경영대학 > 경영학부(글로벌경영학) > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.