LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

소셜네트워크(SNS)에서 제품 추천의 사회적 거리에 따른 설득력과 제품평가 분석

Author

최자영, 김용범

Journal Title

한국심리학회지: 소비자·광고

Publication Year

2012

Topics

#Social network
#Social media

Summary

This study analyzed the impact of social distance in SNS messages on consumer responses, and examined whether regulatory focus and product uniqueness moderate this relationship. The experimental results showed that prevention-focused participants found messages more persuasive and evaluated products more favorably when social distance was close, while promotion-focused participants did so when social distance was far. Additionally, messages recommending products with lower uniqueness needs were more effective when social distance was close.

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