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http://dx.doi.org/10.15207/JKCS.2021.12.9.083

Effects of Ad Message Framing By Chinese Personal Traits: Based Upon Applicability to Producing Digital Contents Reflecting Korean Wave  

Sang, Cheon Seo (Major of Advertising and Public Relations, Kookmin University)
Lee, Chong Min (Major of Advertising and Public Relations, Kookmin University)
Publication Information
Journal of the Korea Convergence Society / v.12, no.9, 2021 , pp. 83-91 More about this Journal
Abstract
This study examined the effects of message framing (advertising attitude and brand attitude) to Chinese consumers in order to establish guidelines for digital content development reflecting the Korean Wave in China. Specifically, in positive message framing, Southerners with low neuroticism due to their personality characteristics show a greater advertising effect than Northerners with high neuroticism. Based on these results, this study provides a theoretical basis for establishing the direction of Korean Wave digital content production according to differences in residential areas reflecting personality in China.
Keywords
Korean Wave; Digital Contents; Message Framing; Personality; Neuroticism;
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