The Society of Convergence Knowledge Transactions ISSN:2287-8920(Print) 융복합지식학회논문지

In the modern society, social media has become a medium that shares a part of people’s lives and daily lives. Companies and marketers approached social media platforms in order to produce advertisements that stand out from brands within social media spaces and make consumers to purchase products directly. Fashion companies are also actively using SNS advertising media. As a result of the consumer empirical analysis of SNS fashion advertisement expression in this study, it was found that women showed high favorability in model-oriented advertisements and product-oriented photo advertisements, and those in their 20s had high interest in fashion advertisements, a lot of purchase experience and high purchase satisfaction compared to other ages. Moreover, in their 20s, there was a significant difference in the items of illustration, photo, and concept image in the elements of SNS fashion advertisement. The results of the post-hoc test indicated that those in their 20s were high. Among the types of SNS fashion advertisements, people in their 50s and older showed high favorability in illustration advertisements and in event-oriented advertisements, those in their 30s showed low favorability. Furthermore, in the preferred SNS fashion advertisement type, product-oriented photo advertisements showed the highest frequency, followed by model-oriented, event-oriented, concept image-oriented, celebrity-oriented, and illustration advertisements in order. Middle and high school students significantly preferred celebrity-oriented advertisement type, the favorability of product-oriented illustration advertisements and event-oriented advertisements were high in professional jobs. The results of this empirical analysis are expected to be used as basic data for SNS fashion advertising expression, and we look forward to the development and change of SNS fashion advertisements.