본문 바로가기
KERD
논문KCI 등재

유튜브 플랫폼에서 네이티브 동영상 광고가 소비자 심리적 반응과 브랜드 태도에 미치는 영향: 광고 소구의 조절효과를 중심으로

The Effect of Native Video Advertising on Consumer Psychological Response and Brand Attitude on Youtube Platform: Focusing on the Moderating Effect of Ad Type

문선정|김나연
한국산업경영학회 (Korean Association Of Industrial Business Administrarion)|2022.11|경영연구 (Journal of Business Research)|제37권 제4호|pp. 87-104|DOI 10.22903/jbr.2022.37.4.87

0

조회

0

다운로드

6

인용

0

참고문헌

키워드

분노AngerBrand Attitude브랜드태도광고태도Advertising Attitude네이티브 광고Native AdvertisingNegative Perception부정적인지
주제분류경영학

초록

본 연구에서는 유튜브 플랫폼에서 다양한 콘텐츠 형태로 광고되는 네이티브 광고에 대한 효과를 살펴보고자 하였다. 동영상형 콘텐츠에 담긴 네이티브 광고에 대한 인지가 소비자의 부정적 심리적 반응과 브랜드태도에 미치는 영향을 살펴보았다. 분석을 위해 유튜브 플랫폼에서 광고되고 있는 동영상을 정보성과 흥미성으로 구분하여 광고효과를 조사하였다. 20~30대 대학생과 직장인을 포함한 207명을 대상으로 온라인에서동영상을 시청하고 설문에 응답하였다. 분석결과 첫째, 콘텐츠의 내용이 네이티브 광고라는 것을 인지할수록소비자의 부정적 인지적 반응은 높아졌다. 그러나 분노라는 감정에는 영향을 미치지 않는 것으로 나타났다. 둘째, 콘텐츠의 내용이 네이티브 광고라는 것을 인지하더라도 광고태도와 브랜드태도에는 영향을 미치지 않는것으로 나타났다. 셋째, 광고를 통해 소비자의 부정적 인지가 높아지면 광고에는 부정적으로 반응하는 것으로나타났으나 브랜드 태도에는 영향을 미치지 않는 것으로 나타났다. 넷째, 분노라는 감정이 높아질수록 광고태도와 브랜드 태도는 낮아진다는 것을 알 수 있었다. 마지막으로 광고태도는 브랜드태도에 긍정적 영향을 미치는 것으로 나타났다. 이러한 결과를 통해 본 연구에서는 기업에서는 광고임을 속이고자 하는 방법보다는 소비자들에게 광고임을 미리 인지시키는 것이 광고와 브랜드 태도를 높이는데 더 효율적일 것이다. 또한 제품과서비스를 광고하고자 하는 기업들은 콘텐츠 제작에 심혈을 기울여 부정적인 심리적 반응을 낮출 수 있는방안을 모색해야 할 것이다.

Abstract

In this study, we tried to examine the effects of native advertisements advertised in various content formats on the YouTube platform. The effect of perception of native advertisements in video-type content on negative psychological responses and brand attitudes of consumers was investigated. For analysis, videos advertised on the YouTube platform were classified into informative and interesting, and the advertising effect was investigated. 207 people, including university students and office workers in their 20s and 30s, watched the video online and responded to the questionnaire. As a result of the analysis, the negative cognitive response of consumers increased as they recognized that the content of the content was a native advertisement. However, it was found that there was no effect on the emotion of anger. Second, it was found that even if the content of the content was recognized as a native advertisement, it did not affect the advertisement attitude and brand attitude. Third, it was found that when consumers' negative perceptions increased through advertisements, they responded negatively to advertisements, but did not affect brand attitudes. Fourth, it was found that the higher the emotion of anger, the lower the advertising attitude and brand attitude. Finally, it was found that the adver￾tisement attitude had a positive effect on the brand attitude. Based on these results, in this study, it would be more effective to raise consumers' attitudes toward advertisements and brands by informing consumers that it is an advertisement in advance rather than a method to deceive the company. In addition, companies that want to advertise products and services will have to focus on content creation and find ways to lower negative psychological reactions.

참고문헌 (68)

  1. 강문영, "소셜 미디어를 기반으로 하는모바일 네이티브 광고의사용 의도에 관한 실증적 연구", 광고학연구, 27(2), pp.7~28 (2016), 한국광고학회
  2. 김연주, "소셜 네이티브 광고(Social Native ad)의 정보 발신자 유형과 메시지유형에 따른 효과 연구: 소비자의 조절초점성향을 중심으로", 광고학연구, 29(3), pp.7~31 (2018), 한국광고학회[DOI]
  3. 김윤호, "동영상UCC 광고의 효과에 관한 연구 : 광고와 동영상UCC간의 맥락일치성을 중심으로", 광고학연구, 22(2), pp.47~66 (2011), 한국광고학회
  4. "네이티브 광고의 성장과 미래" (2014), 메조미디어[URL]
  5. 성영신, "감성광고에대한 소비자 공감(empathy)의 효과", 광고학연구, 18(5), pp.75~90 (2007)
  6. 소현진, "수용자의 광고태도가 광고회피에 미치는 영향", 광고연구, (78), pp.115~142 (2008), 한국방송광고공사
  7. 손제영, "소셜미디어에서 네이티브 광고의 신뢰성 수준이 광고효과에 미치는 영향에관한 연구", e-비즈니스연구, 18(3), pp.21~37 (2017), 국제e-비즈니스학회[DOI]
  8. 윤각, "광고유형(네이티브 vs. 배너)이 모바일 광고의 클릭률에 미치는 영향: 제품유형과 제품 관여도의 상호작용을 중심으로", 광고학연구, 28(1), pp.7~26 (2017), 한국광고학회[DOI]
  9. 이경렬, "SNS 동영상형 네이티브광고에 대한 광고 혹은 정보 구분의 모호성이 설득효과에 미치는 영향에 관한 연구: 설득지식 활성화 수준의 매개효과를 중심으로", 커뮤니케이션학 연구, 26(2), pp.117~138 (2018), 한국커뮤니케이션학회[DOI]
  10. 이수범, "네이티브 광고의 브랜드 및 제품 노출이수용자의 광고 인지와 태도, 공유 의도에미치는 영향", 광고연구, (111), pp.68~100 (2016), 한국광고홍보학회[DOI]
  11. 임지은, "기업 페이스북 팬페이지의 지속적 사용의도: 팬페이지 특성과 소비자 특성을 중심으로", 한국광고홍보학보, 16(3), pp.156~180 (2014), 한국광고홍보학회
  12. 정해원, "광고소구, 관여도, 설득지식에 따른 동영상 네이티브 광고 효과", 광고PR실학연구, 10(4), pp.222~254 (2017), 한국광고PR실학회[DOI]
  13. Aaker, D. A., "The value relevance of brand attitude in high-technology markets", Journal of Marketing Research, 38(4), pp.485~493 (2001)
  14. Amazeen, M. A., "Saving media or trading on trust? The effects of native advertising on audience perceptions of legacy and online news publishers", Digital Journalism, 6(2), pp.176~195 (2018)
  15. Boerman, S. C., "Sponsorship disclosure : Effects of duration on persuasion knowledge and brand responses", Journal of Communication, 62(6), pp.1047~1064 (2012)
  16. Boerman, S. C., "Appreciation and effects of sponsorship disclosure", In Advances in Advertising Research, 4, pp.273~284 (2013)
  17. Boerman, S. C., ""This post is sponsored" : Effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook", Journal of Interactive Marketing, 38, pp.82~92 (2017)
  18. Brehm, J. W., "Psychological reactance:Theory and applications" (1989), ACR North American Advances
  19. Brown, S. P., "Antecedents and consequences of attitude toward the ad : A meta-analysis", Journal of Consumer Research, 19(1), pp.34~51 (1992)
  20. Campbell, A. D., "First trial and StartReact effects induced by balance perturbations to upright stance", Journal of Neurophysiology, 110(9), pp.2236~2245 (2013)
  21. Campbell, C., "Good native advertising isn’t a secret", Business Horizons, 58(6), pp.599~606 (2015)
  22. Campbell, M. C., "Consumers'use of persuasion knowledge : The effects of accessibility and cognitive capacity on perceptions of an influence agent", Journal of Consumer Research, 27(1), pp.69~83 (2000)
  23. Carr, C. T., "The effect of disclosure of third-party influence on an opinion leader's credibility and electronic word of mouth in two-step flow", Journal of Interactive Advertising, 14(1), pp.38~50 (2014)
  24. "Managing digital marketing in 2015" (2015)[URL]
  25. Cho, C. H., "Why do people avoid advertising on the internet?", Journal of Advertising, 33(4), pp.89~97 (2004)
  26. "Marketing to Gen Z: A fresh approach to reach a new generation of consumers" (2022)[URL]
  27. Colliander, J., "The blog and the bountiful : Exploring the effects of disguised product placement on blogs that are revealed by a third party", Journal of Marketing Communications, 21(2), pp.110~124 (2015)
  28. Darke, P. R., "Damage from corrective advertising : Causes and cures", Journal of Marketing, 72(6), pp.81~97 (2008)
  29. Dillard, J. P., "Affect and persuasion : Emotional responses to public service announcements", Communication Research, 27(4), pp.461~495 (2000)
  30. Dillard, J. P., "On the nature of reactance and its role in persuasive health communication", Communication Monographs, 72(2), pp.144~168 (2005)
  31. Dillard, J. P., "The multiple affective outcomes of AIDS PSAs : Fear appeals do more than scare people", Communication Research, 23(1), pp.44~72 (1996)
  32. Ducoffe, R. H., "Advertising value and advertising on the web", Journal of Advertising Research, 36(5), pp.21~21 (1996)
  33. Dvorkin, L., "Inside Forbes: What’s next for native ads?" (2013), Forbes
  35. Fransen, M., "Strategies to resist advertising" (2013), ACR North American Advances
  36. Friestad, M., "The persuasion knowledge model : How people cope with persuasion attempts", Journal of Consumer Research, 21(1), pp.1~31 (1994)
  37. Gardner, R. C., "The role of attitudes and motivation in second language learning : Correlational and experimental considerations", Language Learning, 35(2), pp.207~227 (1985)
  38. LaVoie, N. R., "Are graphic cigarette warning labels an effective message strategy? A test of psychological reactance theory and source appraisal", Communication Research, 44(3), pp.416~436 (2017)
  39. Lee, E. B., "The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising", Industrial Management & Data Systems (2017)
  40. Lee, J., "A double-edged sword? Predicting consumers’ attitudes toward and sharing intention of native advertising on social media", American Behavioral Scientist, 60(12), pp.1425~1441 (2016)
  41. Levi, L., "A faustian pact: native advertising and the future of the press", ARiz. L. REv, 57, pp.647~ (2015)
  42. Li, H., "Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention : The mediating role of presence", Journal of Advertising, 31(3), pp.43~57 (2002)
  43. Liljander, V., "Young consumers’ responses to suspected covert and overt blog marketing", Internet Research (2015)
  44. MacKenzie, S. B., "An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context", Journal of Marketing, 53(2), pp.48~65 (1989)
  45. MacKenzie, S. B., "How does motivation moderate the impact of central and peripheral processing on brand attitudes and intentions?", Journal of Consumer Research, 18(4), pp.519~529 (1992)
  46. MacKenzie, S. B., "The role of attitude toward the ad as a mediator of advertising effectiveness : A test of competing explanations", Journal of Marketing Research, 23(2), pp.130~143 (1986)
  47. Mittal, B., "A causal model of consumer involvement", Journal of Economic Psychology, 10(3), pp.363~389 (1989)
  48. Petty, R. E., "Personal involvement as a determinant of argument-based persuasion", Journal of Personality and Social Psychology, 41(5), pp.847~ (1981)
  49. Quick, B. L., "The use of gain-or loss-frame messages and efficacy appeals to dissuade excessive alcohol consumption among college students : A test of psychological reactance theory", Journal of Health Communication, 15(6), pp.603~628 (2010)
  50. Quick, B. L., "Examining reactance and reactance restoration with South Korean adolescents : A test of psychological reactance within a collectivist culture", Communication Research, 36(6), pp.765~782 (2009)
  51. Quick, B. L., "Further evidence that psychological reactance can be modeled as a combination of anger and negative cognitions", Communication Research, 34(3), pp.255~276 (2007)
  52. Quick, B. L., "Examining the role of trait reactance and sensation seeking on perceived threat, state reactance, and reactance restoration", Human Communication Research, 34(3), pp.448~476 (2008)
  53. Quinn, J. M., "Forewarnings of influence appeals : Inducing resistance and acceptance", Resistance and Persuasion, pp.193~213 (2004)
  54. Rains, S. A., "Psychological reactance and persuasive health communication : A test and extension of the intertwined model", Human Communication Research, 33(2), pp.241~269 (2007)
  55. Sagarin, B. J., "Dispelling the illusion of invulnerability : The motivations and mechanisms of resistance to persuasion", Journal of Personality and Social Psychology, 83(3), pp.526~541 (2002)
  56. Shan, Y., "How credible are online product reviews? The effects of self generated and system-generated cues on source credibility evaluation", Computers in Human Behavior, 55, pp.633~641 (2016)
  57. Shrum, L. J., "Persuasion in the marketplace", pp.314~ (2012), Sage
  58. Sweetser, K. D., "Native advertising as a new public relations tactic", American Behavioral Scientist, 60(12), pp.1442~1457 (2016)
  59. Taylor, D. G., "Friends, fans, and followers : Do ads work on social networks? : How gender and age shape receptivity", Journal of Advertising Research, 51(1), pp.258~275 (2011)
  60. Tessitore, T., "PP for ‘product placement’or ‘puzzled public’? The effectiveness of symbols as warnings of product placement and the moderating role of brand recall", International Journal of Advertising, 32(3), pp.419~442 (2013)
  61. Tutaj, K., "Effects of online advertising format and persuasion knowledge on audience reactions", Journal of Marketing Communications, 18(1), pp.5~18 (2012)
  62. Van Reijmersdal, E. A., "Effects of disclosing sponsored content in blogs : How the use of resistance strategies mediates effects on persuasion", American Behavioral Scientist, 60(12), pp.1458~1474 (2016)
  63. Wasserman, L., "All of statistics: A concise course in statistical inference" (2013), Springer Science & Business Media
  64. Wei, M. L., "An examination of the effects of activating persuasion knowledge on consumer response to brands engaging in covert marketing", Journal of Public Policy &Marketing, 27(1), pp.34~44 (2008)
  65. Witte, K., "Fear control and danger control : A test of the extended parallel process model(EPPM)", Communications Monographs, 61(2), pp.113~134 (1994)
  66. Wojdynski, B. W., "The new advertising: Branding, content and consumer relationships in a data-driven social media era", pp.2016, Praeger
  67. Wojdynski, B. W., "Going native : Effects of disclosure position and language on the recognition and evaluation of online native advertising", Journal of Advertising, 45(2), pp.157~168 (2016)
  68. Zuwerink Jacks, J., "Strategies for resisting persuasion", Basic and Applied Social Psychology, 25(2), pp.145~161 (2003)

관련 논문AI추천

광고소구, 관여도, 설득지식에 따른 동영상 네이티브 광고 효과심성욱, 정해원한국광고PR실학회 · 광고PR실학연구2017 · 제10권 제4호SNS 네이티브 동영상광고에 대한 이용자의 설득지식 수준이 광고효과에 미치는 영향이경렬사단법인 한국브랜드디자인학회 · 브랜드디자인학연구2018 · 제16권 제3호유튜브 네이티브 광고효과에 영향을 미치는 요인에 관한 연구: 시청동기와 유튜브 인플루언서의 콘텐츠 적합성을 중심으로류지영한국광고PR실학회 · 광고PR실학연구2023 · 제16권 제2호네이티브 광고인지가 심리적 저항과 광고 효과에 미치는 영향 : SNS 광고의 부정적 가치의 매카니즘 중심으로구동모, 배준희한국산업경영학회 · 경영연구2020 · 제35권 제3호기업의 사회적 메시지를 담은 네이티브 광고 효과 연구유은아, 최지은서비스사이언스학회 · 서비스 연구2023 · 제13권 제02호소셜미디어 비히클 차이에 따른 네이티브 광고효과와 브랜드 친숙도의 조절적 역할에 대한 연구김진희, 이철영, 하태희한국기초조형학회 · 기초조형학연구2016 · 제17권 제3호

이 간행물의 다른 논문 (7건)

중소제조기업의 내부역량이 스마트제조 수준에 미치는 영향: 외부교류의 매개효과를 중심으로김세인, 김성수pp. 1-18Fabrication 공정에서의 재공 소진 효율화 스케쥴링 규칙에 관한 연구김정우pp. 19-30Financial Distress, Capital Structure, and Corporate Governance: Evidence from Chinese State-Owned Enterprises김승희, 최문섭, 이장욱, 우이민pp. 31-53여성 상담원의 직무자율성과 조직유효성의 관계에 관한 연구: 유연근무제의 조절효과를 중심으로김충현pp. 55-70공간정보산업의 재무분석김현재, 이정우pp. 71-85
원문 보기