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http://dx.doi.org/10.5392/JKCA.2021.21.09.284

A Study on the Impact of TV ad Exposure on Search Volumes on App-based Service Brands: Focusing on the Moderating Effect of Industry Type and Search Language Type  

Kim, Donna (그룹엠코리아/성균관대학교 경영학과)
Moon, Yoon Taek (제주국제대학교 공연예술학과)
Publication Information
The Journal of the Korea Contents Association / v.21, no.9, 2021 , pp. 284-298 More about this Journal
Abstract
In addition to awareness building, TV media creates search behavior for the brand and the search result may link to a brand homepage and/or an e-commerce site. This study analyzed the impact of TV advertisements on a search volume at NAVER, a leading Korean search platform, in order to verify the impact of TV advertisements on brand-related search behavior. Results are as follows. TV advertisement exposure was significantly related to the amount of Korean search, English search, and total search. In addition, changes in TV advertising exposure also had a significant static influence on changes in search volume. The increase in the number of brand search was different by industries that carried out TV advertisements, and it was verified that the frequency of English searches increased faster than the frequency of Korean search as the exposure of TV advertisements increased. Therefore, domestic TV advertising volume has been verified to affect NAVER search volume, and the advertising industry and brand search language that conducted TV advertisements have been verified to be moderating variables. TV advertisements can be interpreted to cause brand search behavior in English even though it is not a native language for Koreans.
Keywords
TV Advertising Effect; Brand Search; Search Language;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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