SNS 영상광고 스토리텔링의 몰입 효용성 연구

Abstract

The development of the Internet and smartphones is changing the way we live. In particular, at the center of these changes is the SNS, which has transformed our communication methods into a completely new aspect. The advertising industry considers storytelling-style video advertisements optimized on SNS to be a new way to respond to these changes and is focusing on them. For example, YouTube, one of the services representing SNS, has reached 18 trillion won in advertising sales in 2019. Sadly, however, the academic interest in the utility of storytelling ads running on YouTube seems to be insufficient. With this in the background, this research intends to verify the effectiveness of storytelling advertisements through transportation proposed by Green and Brock(2000). As an approach for constructing the thesis of this study, as a study on the immersion utility of SNS video advertisement storytelling, three message characteristics of Plot, Message Sensation Value, and TrueView InStream, focusing on YouTube's storytelling advertisement was divided into content, form, and function, respectively, and the main interaction effects between content, form, and function on consumer storytelling processing were examined. As a result of the study, first, it was predicted that transportation in SNS storytelling advertisements would lead to a positive attitude toward advertisements. As a result of the verification, the hypothesis was supported. Statistical figures showed that SNS storytelling advertisement processing was strongly related to the attitude toward transportation. Through this, as verified by many related literature, it was found that transportation strongly influences the advertisement attitude (purchasing intention). Second, the plot of SNS storytelling advertisement was expected to have a significant effect on transportation, but the main effect on SNS storytelling advertisement processing was not significant and was rejected. Specifically, the main effect adopted in the previous study was an interaction caused by the addition of a variable, resulting in a confounding effect, which did not have a significant effect on transportation. Third, the influence of the Message Sensation Value in the condition of viewing SNS storytelling advertisements was consistent with the results of previous studies that high Message Sensation Values evoked greater stimulation and interest in this study and low Message Sensation Value led to greater transportation. Fourth, TrueView instream showed significant results as the main effect of transportation on SNS storytelling advertisement processing. Specifically, users who watched advertisements when there was an advertiser link button in TrueView instream activated a lot of reasoning about manipulation intention, and inhibited transportation compared to when there was no advertiser link button. Fifth, insignificant results appeared when TrueView instream for transportation was controlled by manipulation intention inference. These results show that manipulation intention inference mediated the effect of TrueView instream and transportation. Also, by the addition of TrueView instream, it was found that the advantages of the existing SNS storytelling advertisement could possibly reduce or hinder the transportation. Finally, as a result of measuring the mediation effect between the plot, the Message Sensation Value, and TrueView instream, and the interaction between them, statistically significant results were obtained. The effect of the manipulation intent induced by the plot and TrueView in-stream on the processing level of SNS storytelling ads depends on the amount of cognitive resources available to the advertisement viewers. Specifically, when an advertisement viewer sees an SNS storytelling advertisement with a product-oriented plot and an advertiser link button in TrueView instream, persuasion knowledge is activated according to the role of the product in the plot. When the TrueView Instream Advertiser Link button is activated, additional cognitive resources are required. As an implication of this study, the scope of theoretical research related to the effect factors of existing storytelling advertisements and transportation was extended to SNS media. It was meant to provide theoretical and statistical results to companies and marketing practitioners in the process of planning and producing storytelling advertisements. In addition, effective factors for transportation in the planning stage of SNS storytelling advertisements were identified and suggested aiming to provide basic materials for developing new conceptual guidelines to teach effective storytelling advertisement design, which is rarely discussed in the practical curriculum.