사회 관계망 서비스 (SNS)의 사용과 관심도가 높아짐에 따라 최소한의 광고 간섭을 통해 소셜미디어 상에서 소비자에게 적절한 광고 컨텐츠를 전달하고자 하는 네이티브 광고가 주목을 받고 있다. SNS상에서의 네이티브 광고에 대한 소비자의 긍정적인 반응을 유도하고 네이티브 광고의 활용을 활성화시키기 위하여 본 연구는 소비자 사회화 변인을 통해 소비자의 네이티브 공유 의도 및 브랜드 추천 의도의 선행 요인들을 밝히고자 하였다. 399명의 페이스북 사용자들의 설문 조사를 통한 본 연구 결과에 따르면 SNS내의 또래간의 긍정적 또는 부 정적 제품 및 브랜드 정보 공유, 사회 관계망 의존도, SNS 사용 빈도 및 SNS 광고에 대한 태도가 소비자의 네이티브 광고 공유 의도 및 브랜드 추천 의도에 긍정적인 영향을 미치는 것으로 나타났다.
The growing popularity and use of social networking sites (SNSs) have prompted a great deal of research on consumer acceptance of advertising as a crucial factor for advertisers and marketers seeking to deliver relevant advertising content to consumers with minimal disruption. Native advertising is a type of online advertising that is designed to integrate advertising content within the platform on which it appears. By surveying 399 Facebook users, this study examines antecedents of consumer intention to share native advertising and brand information on SNSs, based on the consumer socialization framework. Our findings reveal that positive brand-related peer communication, social media dependency, Facebook usage frequency, and attitude toward social media advertising in general are significant predictors of consumer’s intentions to share native advertising and recommend the brand on SNSs.
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