DC Field | Value | Language |
---|---|---|
dc.contributor.advisor | Moon, Sue Bok | - |
dc.contributor.advisor | 문수복 | - |
dc.contributor.author | Park, Jaimie Yejean | - |
dc.contributor.author | 박예진 | - |
dc.date.accessioned | 2018-05-23T19:36:38Z | - |
dc.date.available | 2018-05-23T19:36:38Z | - |
dc.date.issued | 2017 | - |
dc.identifier.uri | http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=718893&flag=dissertation | en_US |
dc.identifier.uri | http://hdl.handle.net/10203/241968 | - |
dc.description | 학위논문(박사) - 한국과학기술원 : 웹사이언스대학원, 2017.8,[iv, 49 p. :] | - |
dc.description.abstract | 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 | - |
dc.description.abstract | 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? | - |
dc.language | eng | - |
dc.publisher | 한국과학기술원 | - |
dc.subject | social media advertising▼aonline advertising platform▼aconsumer-generated advertising▼aconsumer behavior▼aadvertising effectiveness▼aadvertising drivers▼aadvertising value▼aonline marketing▼adigital marketing | - |
dc.subject | 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 | - |
dc.title | Identification and assessment of user-generated advertisements on social network services | - |
dc.title.alternative | SNS 사용자 제작 광고 식별 및 광고 효과 측정 | - |
dc.type | Thesis(Ph.D) | - |
dc.identifier.CNRN | 325007 | - |
dc.description.department | 한국과학기술원 :웹사이언스대학원, | - |
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