APJIS Asia Pacific Journal of Information Systems

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The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS), a Scopus and ABDC indexed journal, is a
flagship journal of the information systems (IS) field in the Asia Pacific region.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Hee-Woong Kim

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Current Issue

Date December 2020
Vol. No. Vol. 30 No. 4
DOI https://doi.org/10.14329/apjis.2020.30.4.695
Page 695~718
Title Why SNS Sites Are Using Advertising Models Like You: An Explanation from Construal-Level Theory
Author Garam Hong, Seongwon Lee, Kil-Soo Suh
Keyword Construal Level Theory (CLT), Advertising Message, Social Network Services (SNS), Portal Site, Mobile Advertisement
Abstract Based on the Construal Level Theory, we aim to study a most favorable fit among the advertising model, media type, and message construals, which are important factors in an advertisement. A two (social distance of the ad model in an ad: distal (low similarity) vs proximal (high similarity) by two (social distance of a media type: distal (portal) vs. proximal (SNS)) by two (message construal: abstract vs concrete) laboratory experiment was conducted to examine attitude changes on ad messages. The results show that abstract messages were more effective in attitude toward advertisement and purchase intention under the distal social distance (i.e. advertising model in low-similarity and portal media type) while concrete messages were so under the proximal social distance and SNS media type.


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