본 연구는 브랜드 의인화가 광고 설득 효과에 미치는 영향이 브랜드 의인화 광고가 노출되는 맥락에 따라 다르게 나타날 수 있다는 가설을 검증하고자 설계되었다. 구체적으로 실험을 통해 웹사이트 상 브랜드 의인화 광고의 광고 설득 효과를 웹사이트 유형에 따라 비교 분석하였다. 실험 결과, 사회적 성격의 소셜 네트워크 사이트(SNS)에서는 브랜드 의인화 광고의 설득 효과가 비의인화 광고의 설득 효과에 비해 긍정적으로 나타났다. 이러한 효과는 브랜드 의인화 광고가 브랜드 외형 조작을 통해 의인화 되었을 때보다 외형과 움직임이 함께 조작되었을 때 더 크게 나타났다. 반면에 상업적 성격의 온라인 쇼핑 사이트에서는 브랜드 의인화에 따른 설득 효과가 나타나지 않았다. 본 연구는 브랜드 의인화의 광고 설득 효과가 긍정적으로 나타나기 위해선 광고 맥락을 고려해야 한다는 사실을 밝힘으로써, 기존 브랜드 의인화 연구들의 결과를 확장했다는 학문적 의의와 웹사이트 유형별 효과적인 광고 전략 제시라는 실무적 의의를 동시에 제시하였다.
Humanizing brand makes consumers enter into social relationship, such as a friend or a lover with the brand, not just a seller. It positively affects consumers' evaluation of the brand. The present research designed to test the hypothesis that the effects of humanizing brand on advertising persuasion may vary depending on the context in which the advertising is exposed. To be more specific, this research aimed to compare the advertising persuasive effect of the humanizing brand depending on types of web-sites. The results of this research showed that the persuasion effect of the humanizing brand advertising was more positive than the non-humanizing brand advertising in the social network site (SNS). On the other hand, the non-humanizing brand advertising was more effective than the humanizing brand advertising in the online shopping site. This effect was powerful when the appearance and movement were simultaneously manipulated to humanize the brand than only manipulated the appearance. This research suggested that it is necessary to consider advertising context in order to demonstrate positive effect of the humanizing brand, so that it implied the academic finding of expanding the results of existing the humanizing brand studies. And also, it also had practical significance of presenting effective advertising strategy for each type of web-site.
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