SNS 광고 댓글의 메시지 특성과 ‘좋아요’ 수, 제품 유형이 소비자 반응에 미치는 영향

초록

This study examined how the message characteristics of product review comments (one-sided vs. two-sided) and the number of “likes”(low vs. high) in SNS advertising influence advertising effectiveness depending on product type (luxury vs. non-luxury), through an experimental design. The results showed that for luxury products, two-sided messages led to more favorable advertising effects, whereas for non-luxury products, one-sided messages were relatively more effective. In addition, a significant interaction effect between message characteristics and the number of likes was found. Specifically, when a one-sided message was presented, a low number of likes produced more positive effects, while for two-sided messages, a high number of likes enhanced advertising effectiveness. Furthermore, a significant three-way interaction among product type, message sidedness, and the number of likes was observed. These findings suggest that the number of likes, as a form of social proof, can amplify the impact of message characteristics depending on product type.

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