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http://dx.doi.org/10.15207/JKCS.2021.12.8.115

AI-based Digital Advertising Effects : focus on Customization Advertising and Personalization Advertising  

Chin, HongKun (Department of Media & Communication, Kookmin University)
Kim, MinJung (Division of Media & Advertising, Dongeui University)
Publication Information
Journal of the Korea Convergence Society / v.12, no.8, 2021 , pp. 115-122 More about this Journal
Abstract
This study attempted to examine how Personalization Advertising and Customization Advertising strategies affect consumers' Aad among AI-based Programmatic Advertising strategies that have been actively conducted recently. To this end, the relationship between two advertising strategies, the transportation, the overall emotional experience that occurs when acting, and Aad was examined structurally. As a result of a survey of 110 general people, Personalization Advertising had a negative influence on consumers' transportation, and the Customization Advertising strategy had a positive influence. In addition, transportation had a positive influence on the Aad. These results suggest the needs to actively induce consumers into Customization advertising situation, rather than the company's mechanical analysis and exposure-oriented advertising strategy.
Keywords
Programmatic Advertising; Personalization advertising; Customization advertising; Transportation; advertising attitude;
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