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http://dx.doi.org/10.15207/JKCS.2020.11.9.099

Ads Impact of Communication Convergence Platform's Creative Strategy and Personal Attributes  

Kim, Jea-Young (Dept. of Advertising and Public Relations, Namseoul University)
Publication Information
Journal of the Korea Convergence Society / v.11, no.9, 2020 , pp. 99-107 More about this Journal
Abstract
The new characteristic of Millennial High-Tech Media is breaking the existing standardized creative grammar. The destructive form of high-tech media is differently accommodated according to the consumer's tendency or characteristics. The purpose of this study is to explore guidelines for effective creative strategy creation of high-tech media. In consumer psychology, consumer innovation is a key factor in evaluating the creativeness of high-tech media. The results of finding out the effect of persuasive communication on consumer innovation and advertising creative type are as follows. Informative(image) creative type showed higher attitude toward advertisement, brand attitude, purchase intention, and prior intention to consumers with high innovation than consumers with low innovation.
Keywords
Millennial high-tech media; Creative strategy; Convergence platform; Personal attributes; Consumer innovation;
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Times Cited By KSCI : 7  (Citation Analysis)
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