The Effects of Instagram Advertising Characteristics on the Perception of Advertising Value, Ad Attitude, Click and Visit Intention : Based Upon the Case of Korean Tourism Advertising
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This study investigated the impact of five advertising characteristics (informativeness, entertainment, credibility, lack of irritation, and vividness) on the perception of advertising value within the context of Korean tourism advertisements posted on Instagram. A total of 210 survey responses were collected from Instagram users. The results indicated that the five advertising characteristics collectively had a positive and statistically significant impact on the perception of advertising value. Additionally, each variable, except for the lack of irritation, had a statistically significant impact on the evaluation of tourism advertisement value. While the lack of irritation did not affect advertising value, it directly influ- enced attitudes toward the advertisement, click intentions, and visit intentions. Furthermore, advertising value was found to have a significant impact on attitudes toward the advertisement and click intentions, and click intentions significantly influenced visit intentions.
Abstract
This study investigated the impact of five advertising characteristics (informativeness, entertainment, credibility, lack of irritation, and vividness) on the perception of advertising value within the context of Korean tourism advertisements posted on Instagram. A total of 210 survey responses were collected from Instagram users. The results indicated that the five advertising characteristics collectively had a positive and statistically significant impact on the perception of advertising value. Additionally, each variable, except for the lack of irritation, had a statistically significant impact on the evaluation of tourism advertisement value. While the lack of irritation did not affect advertising value, it directly influ- enced attitudes toward the advertisement, click intentions, and visit intentions. Furthermore, advertising value was found to have a significant impact on attitudes toward the advertisement and click intentions, and click intentions significantly influenced visit intentions.
참고문헌 (121)
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