소셜미디어 사용자가 만드는 동영상 광고효과에 관한 연구: 동영상 콘텐츠 유형 및 정보 프레임워크 중심으로

• Published in: 멀티미디어학회논문지 Vol. 25; no. 1; pp. 103 - 113
• Main Authors: 장녕(Ning Zhang), 김치용(Chee-yong KIM)
• Format: Journal Article
• Language: Korean
• Published: 한국멀티미디어학회 2022
• Subjects: Video Content Type; Information Frame; Advertising Effect; Social Media
• ISSN: 1229-7771; 2384-0102

Based on the information framework and regulatory focus theory, this paper verifies the impact on the advertising effect when the matching effect forms between the video advertising content type (Information Type, Entertainment Type) and the information framework (Promotional, Prevention) and the regulatory focus (Promotion Orientation, Prevention Orientation) in social media. In order to verify, after selecting of the experimental subjects and finishing the prior investigation of the experimental operation, four video advertisements and formal experiments were performed. The experimental results showed that first, the content type affects the advertising effect of the video and the information framework; when the information video matches the preventive information framework, it will have a more obvious positive effect on the advertising effect; when the entertainment video matches the promotion information framework, it will have a more obvious positive effect on the advertising effect. Second, with the two matches of video content type and information framework, the entertainment-oriented video has a more obvious positive effect for the information-oriented video audience; the above results enrich user created content research and improve the quality and communication efficiency of video in social media.