Identification and assessment of user-generated advertisements on social network services = SNS 사용자 제작 광고 식별 및 광고 효과 측정

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With the rapid development of social media, we have witnessed a radical change in the advertising landscape. Advertising is no longer just a one-way communication; advertising on social media is a collaborative and iterative process which oftentimes involves SNS users in creating, modifying, and propagating the advertising content. In this thesis, we use mixed-method approach to address three important questions on user-generated advertising: 1) How do we identify user-generated advertisements on social media? 2) How do users value different user-generated advertising strategies on social media? 3) How does the audience react to user-generated advertisements?
Advisors
Moon, Sue Bokresearcher문수복researcher
Description
한국과학기술원 :웹사이언스대학원,
Publisher
한국과학기술원
Issue Date
2017
Identifier
325007
Language
eng
Description

학위논문(박사) - 한국과학기술원 : 웹사이언스대학원, 2017.8,[iv, 49 p. :]

Keywords

social media advertising▼aonline advertising platform▼aconsumer-generated advertising▼aconsumer behavior▼aadvertising effectiveness▼aadvertising drivers▼aadvertising value▼aonline marketing▼adigital marketing; 소셜 미디어 광고▼a소셜 네트워크 광고▼a소셜 마케팅▼a소셜 광고 플랫폼▼a사용자 제작 광고▼a소비자 참여형 광고▼a소비자 제작 광고▼a소비자 행동▼a광고 효과▼a광고 가치

URI
http://hdl.handle.net/10203/241968
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=718893&flag=dissertation
Appears in Collection
WST-Theses_Ph.D.(박사논문)
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