@article{ART002943128},
author={Yang, Ji Yoo and Young Mi Kim},
title={The Mediating Effect of Advertising Attitude in the Relationship between Dance Performance SNS Advertising Recognition and Viewing Intention},
journal={The Korean Journal of Dance Studies},
issn={1226-900X},
year={2023},
volume={90},
number={1},
pages={19-30},
doi={10.16877/kjds.90.1.202303.19}
TY - JOUR
AU - Yang, Ji Yoo
AU - Young Mi Kim
TI - The Mediating Effect of Advertising Attitude in the Relationship between Dance Performance SNS Advertising Recognition and Viewing Intention
JO - The Korean Journal of Dance Studies
PY - 2023
VL - 90
IS - 1
PB - The Korean Society for Dance Studies
SP - 19
EP - 30
SN - 1226-900X
AB - The purpose of this study was to examine the people’s recognition of dance performance SNSadvertisements and advertising attitude of SNS and to identify the mediating effect of advertising attitudebetween viewing intentions and dance performance SNS advertising recognition to provide basic data foreffective use of dance performance SNS advertisements.
The results of the study were as follows. First, the perception of dance performance SNSadvertisement had a significant positive (+) effect on the intention to watch. Second, the advertisingattitude had a mediating effect in the relationship between the audience’s dance performance SNSadvertisement recognition and viewing intention.
These results were expected to provide a foundation for effective use of dance performance SNSadvertisements and further suggested a direction for establishing efficient marketing strategies to attractnew audiences and secure competitiveness of dance performances.
KW - Dance;Dance marketing;SNS advertisement;Advertising attitude;Viewing intentions
DO - 10.16877/kjds.90.1.202303.19
ER -
Yang, Ji Yoo and Young Mi Kim. (2023). The Mediating Effect of Advertising Attitude in the Relationship between Dance Performance SNS Advertising Recognition and Viewing Intention. The Korean Journal of Dance Studies, 90(1), 19-30.
Yang, Ji Yoo and Young Mi Kim. 2023, "The Mediating Effect of Advertising Attitude in the Relationship between Dance Performance SNS Advertising Recognition and Viewing Intention", The Korean Journal of Dance Studies, vol.90, no.1 pp.19-30. Available from: doi:10.16877/kjds.90.1.202303.19
Yang, Ji Yoo, Young Mi Kim "The Mediating Effect of Advertising Attitude in the Relationship between Dance Performance SNS Advertising Recognition and Viewing Intention" The Korean Journal of Dance Studies 90.1 pp.19-30 (2023) : 19.
Yang, Ji Yoo, Young Mi Kim. The Mediating Effect of Advertising Attitude in the Relationship between Dance Performance SNS Advertising Recognition and Viewing Intention. 2023; 90(1), 19-30. Available from: doi:10.16877/kjds.90.1.202303.19
Yang, Ji Yoo and Young Mi Kim. "The Mediating Effect of Advertising Attitude in the Relationship between Dance Performance SNS Advertising Recognition and Viewing Intention" The Korean Journal of Dance Studies 90, no.1 (2023) : 19-30.doi: 10.16877/kjds.90.1.202303.19
Yang, Ji Yoo; Young Mi Kim. The Mediating Effect of Advertising Attitude in the Relationship between Dance Performance SNS Advertising Recognition and Viewing Intention. The Korean Journal of Dance Studies, 90(1), 19-30. doi: 10.16877/kjds.90.1.202303.19
Yang, Ji Yoo; Young Mi Kim. The Mediating Effect of Advertising Attitude in the Relationship between Dance Performance SNS Advertising Recognition and Viewing Intention. The Korean Journal of Dance Studies. 2023; 90(1) 19-30. doi: 10.16877/kjds.90.1.202303.19
Yang, Ji Yoo, Young Mi Kim. The Mediating Effect of Advertising Attitude in the Relationship between Dance Performance SNS Advertising Recognition and Viewing Intention. 2023; 90(1), 19-30. Available from: doi:10.16877/kjds.90.1.202303.19
Yang, Ji Yoo and Young Mi Kim. "The Mediating Effect of Advertising Attitude in the Relationship between Dance Performance SNS Advertising Recognition and Viewing Intention" The Korean Journal of Dance Studies 90, no.1 (2023) : 19-30.doi: 10.16877/kjds.90.1.202303.19
