부산대학교 도서관

With the growth of social networks, companies are exploring several ways to go to reach consumers. Recently, Social Movies that user cast their Facebook friends in movies and share the movies with friends become a new way of a SNS-based advertising method. In this light of trend, this study addresses the following questions: for users of Facebook, is co-experience features in an ad effective in terms of creating positive attitude toward the advertising product, the brand, enjoyment, social presence and purchase intentions? This study uses 2 independent variables for co-experience feature. Faces of friends or not, and sharing activities or not. For dependent measure, enjoyment, social presence, attitude towards the ads, attitude towards the brands, and purchase intentions are measured. And then, we examined the effect on the two categories, attitude towards content and advertisement effectiveness. In the low product involvement condition, inserting the faces of friends had a significant effect on the attitude towards the content and advertisement effectiveness. The sharing activity was not significant for any of the dependent measures. In the high product involvement condition, inserting the faces of friends had a significant effect on the attitude towards the content. The advertisement effectiveness was not valid, and the sharing activity was not significant for any of the dependent measures. The findings of this study provide the some aspects of advertising guideline for on-line advertisement. So, the findings of this study will be helpful in the development of an ad based SNS.