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DOI :
Journal Korea Society of Visual Design Forum , Vol.46, No.0, 299 ~ 309, 2015
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| Title |
| Content Analysis of Para-social Interaction Relationship, Blog User`s Evaluation and Intention of Utilizing the Ad Post on the Power Blogs |
| 차민수 Cha Minsu , 이철영 Yi Chull Young |
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| abstract |
| This study delves into the recently spot-lighted power blog`s contents and the usefulness of its advertising. It applied the theoretical concept of the relationships of para-social interaction with program characters to a web media, specifically, the blog media. Four measures are utilized in the study. Para-social interaction involvement is measured. The posted advertising creativity degree is measured. And, the content analysis of the posting in the power blogs was executed. This is a natural and unobtrusive tool to obtain the statistics this study intends to collect. Postings in three power blogs in NAVER were analysed and secondary analyses was carried out to look into the research objectives drawn in the paper. The results suggest that, rather than presenting the attributes of the sponsored products or services in the ad, user-beneficial and human-friendly advertising appeals with a sensible usage of ad environment are better off in drawing the blog user`s willingness to utilize the advertising in the blog media. |
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| Key Words |
| 블로그, 의사인간관계, 광고이용태도, Blog, Para-social Interaction, Advertising Usage Intention |
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