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

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dc.contributor.advisorMoon, Sue Bok-
dc.contributor.advisor문수복-
dc.contributor.authorPark, Jaimie Yejean-
dc.contributor.author박예진-
dc.date.accessioned2018-05-23T19:36:38Z-
dc.date.available2018-05-23T19:36:38Z-
dc.date.issued2017-
dc.identifier.urihttp://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=718893&flag=dissertationen_US
dc.identifier.urihttp://hdl.handle.net/10203/241968-
dc.description학위논문(박사) - 한국과학기술원 : 웹사이언스대학원, 2017.8,[iv, 49 p. :]-
dc.description.abstractWith 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.abstractadvertising 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.languageeng-
dc.publisher한국과학기술원-
dc.subjectsocial media advertising▼aonline advertising platform▼aconsumer-generated advertising▼aconsumer behavior▼aadvertising effectiveness▼aadvertising drivers▼aadvertising value▼aonline marketing▼adigital marketing-
dc.subject소셜 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.titleIdentification and assessment of user-generated advertisements on social network services = SNS 사용자 제작 광고 식별 및 광고 효과 측정-
dc.typeThesis(Ph.D)-
dc.identifier.CNRN325007-
dc.description.department한국과학기술원 :웹사이언스대학원,-
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