SNS 채널 윤리성과 CEO 윤리성이 모바일 네이티브 광고인식 및 구전의도에 미치는 영향: 언더독 효과(underdog effect)의 조절효과

This study explored the effect of consumer's perception of ethics of corporate and corporate CEOs on the evaluation of mobile native advertisement presented through the company, focusing on social network service (SNS). In addition, we examined the role of underdog awareness of consumers in the process. As a result of the study, the ethics of SNS have significant influence on informality, amusement, and trust among advertising attributes, and CEO's ethics have significant influence on information and entertainment. Also, these attributes have a positive effect on the intention of clicking on the advertisement and the sharing intention (eWOM) on the advertisement. In the case of disturbance, consumers perceive that the higher the ethical value of the SNS, the lower the interference with the advertisement on the SNS. However, the higher the perception of the ethics of the CEO, the more likely it is that the mobile ad. As a result of examining the effect of the underdog effect, the ethics of the SNS itself affects the attitude of the ad in the case of the top-dog SNS with high status in the market. On the other hand, in the case of underdog SNS, which has a low status in the market, it was confirmed that the ethical evaluation of the CEO could affect the attitude toward the advertisement in the SNS.