• (The) Korean Journal of Advertising
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• v.29 no.7
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• pp.29-53
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• 2018

In our study, we investigated the effects of position of endorser and endorser's gaze direction(direct/averted_image/averted_text) on advertising attitude, purchase intent and brand recognition using eye-tracking method. Focusing on the printed cosmetic ads which the role of endorser is important and indirect persuade route is relatively is emphasized, we conducted experiment on 36 participants in 20s. As prior studies, our results shows that participants paid attention to more and faster on specific element which the endorser is gazing at. But it was not reflected to ad attitude and purchase intent directly. When the endorser is positioned in left the side, the highest purchase intent was shown in direct gaze condition, while when the endorser is on the right side, the highest ad attitude was shown in gazing image condition. Additionally, the brand recognition task following eye-tracking experiment shows that recognition accuracy was higher only in condition which the endorser is in the left side looking at the product image. These results demonstrated that the gaze direction of endorser plays a role as attentional guidance, which means it can lead customer's attention to particular region in the printed ad, but the effect can be varied depending on the position of endorser and which type of information the endorser is gazing at. Therefore, ultimately, to increase customer's ad attitude and purchase intent, complex consideration of not only the gazing direction of the endorser, but the position of endorser and other diverse elements is necessary.

• Journal of the Korea Society of Computer and Information
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• v.18 no.12
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• pp.139-147
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• 2013

As the use of wired and mobile Internet is on the increase, organizational activities for customers as well as individual life style are changing rapidly from the past. Specifically, mobile advertising in organizations thanks to remarkable growth in smartphone users, continuous development of mobile Internet technologies, and enhancement of information delivery capability regardless of time and place, has become a competitive weapon for presenting new products and services, promoting marketing programs, and communicating with customers. The study is to investigate what characteristics of mobile advertising are affecting the acceptance toward mobile advertising, and to analyse if the country type of mobile Internet users has a moderating effect on the relationship between these characteristics of mobile advertising and user acceptance.

• The Journal of the Convergence on Culture Technology
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• v.10 no.4
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• pp.721-728
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• 2024

The purpose of this study is to confirm the direct and indirect influence of the social presence of the Metaverse on intention to use. At this time, in addition to the direct effect of social presence, we attempted to examine the indirect effect on intention to use through perceived value. Perceived value was based on previous research. Perceived Enjoyment and perceived usefulness were used as positive values, and anxiety or worry perceived in the use of the Metaverse was defined as perceived risk and applied together. As a result of conducting a survey targeting college students who are the main users of Metaverse, the social presence of Metaverse had a direct positive effect on intention to use, and the mediating effects of perceived enjoyment and perceived usefulness could be confirmed. However, perceived risk did not have a significant mediating effect. Strategic implications were provided based on the results of this study, which showed that increasing the social presence of the Metaverse can enhance the intention to use it by increasing the value of the platform.

• Proceedings of the Korea Contents Association Conference
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• 2006.11a
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• pp.312-316
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• 2006

Todays many image digital media are in existence. Image digital media are connecting communication closely between receiver and transmitter. Development of image digital media enabled intensive image communication through internet and communicative media. Development of these image digital media brought visual information transmission and time reduction. Image digital media is connecting producers and consumers as indirect intermeditation called advertisement. Development of image digital media made field called motion graphic. Development of motion graphic made a lot of image technique and effect to enable. These ads. images are also operating or performing sensitive-communication by stimulating desire of consumers. An investigator in this study will be in search of an effect and an operation that motion graphic as a field of image expression technique gives insentive communication through an intance investigation.

• Knowledge Management Research
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• v.16 no.1
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• pp.193-208
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• 2015

With the rapid growth in the use of digital advertising media among consumers, there is an increasing interest in the utilization of virtual advertising and PPL as an alternative to traditional television advertising. Nonetheless, few studies have compared the effects of these new advertising platforms, still lacking knowledge on their relative effects for maximizing advertising effectiveness. This study, thus, intends to compare virtual advertising and PPL with respect to advertising effectiveness (i.e., consumer evaluations of advertising attributes, brand attitudes, and purchase intentions), controlling for the level of product involvement. An experiment was conducted with a sample of 360 participants and actual ads were used as test stimuli. According to the results, consumers exhibit more favorable evaluations on all the three advertising attributes (i.e., entertainment, informativeness, and irritation) for high-involvement products, whereas, for low-involvement products, virtual advertising is perceived to be more irritating than PPL. In particular, the effect of informational value of virtual advertising on brand attitudes was found to be most significant. In addition, for high-involvement products, virtual advertised products. Advertising practitioners may have to consider these results and fully utilize the advantages of virtual advertising and PPL in order to achieve maximum advertising effectiveness.

• Journal of the Korea Convergence Society
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• v.12 no.4
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• pp.113-123
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• 2021

This study involves an experiment aimed to reveal the communicative effects by different types of visual expressions in SNS advertisements. This study analyzes consumers' dynamic responses to vicarious emotional experiences and the creative rhetorical expressions of networking media platforms through experiments that sample university students. The vicarious emotional experiences of networking media platforms have a significant effect on the consumers' subsequent reactions. The greater the vicarious emotional experiences are, the more positive this effect is. There is a significant interactive effect between consumers' vicarious emotional experiences and the rhetorical creative types of targeted media.

• KDI Journal of Economic Policy
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• v.31 no.2
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• pp.87-126
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• 2009

In the internet portal industry, the indirect network externality from portal visitors to advertisers and the direct network externality among portal visitors have important implications for anti-trust policies. This paper examines the existence and the magnitude of the direct/indirect network externality in the Korean internet portal industry and measures its effect on the market power of the internet portals. The results show that the direct/indirect network externality is substantive in the industry hence the market share of a portal in the visitors' side has the 'leverage' effect on its market power in the advertisers' side.

• Korean Journal of Human Ecology
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• v.14 no.5
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• pp.785-794
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• 2005

This is an empirical research on the effect of the product placement advertisement on the consumption behavior of college students. A structured survey to 342 students in and near Seoul shows that life style of the students significantly matters to the effect. That is, beauty-oriented students are more sensitive to the PPL than other student groups (i.e., career-oriented, saving-oriented, leisure-oriented, or freedom-oriented students). On the other hand, the freedom-oriented students are not sensitive to the PPL at all. Some statistical methods including factor analysis and multiple regression analysis were employed in order to get those results.

• Journal of Digital Convergence
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• v.17 no.6
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• pp.59-67
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• 2019

This study was conducted to examine the effect of the characteristics of branded contents on consumers. To attain the purpose of the study, we carried out a survey with 286 male and female undergraduates and collected data for analysis. The findings demonstrated the followings: First, the satisfaction of using branded contents is positively affected by entertaining, empathy, creativity, and indirectness. Second, the intention to share branded contents and the intention for continuous use of them are positively affected by entertaining only. In conclusion, this study confirmed that only informativeness, which is one of 5 characteristics of branded contents, does not have any effect on the consumer. This result provides useful empirical data for developing high-quality contents that meet user's needs and convenience, helping understand user's behavior toward branded contents and also serves as the basic data on which related researches can expand.

• The Journal of the Korea Contents Association
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• v.14 no.6
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• pp.328-338
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• 2014

Nowadays idol pop singers are popular with teenagers and adult. Accordingly idol pop singers take a picture of advertisement. because idol pop singers have a lot of fans who are willing to use advertising products. The purpose of the present study examined causes of idol worship and differences of causes of idol worship between in idol fans' 10's and 20's. And this article investigated idol fans' intention to purchase the merchandises advertised by idol. The result showed that idol's features, idol's evaluation, idol's ways of expression, romanticization of the idol had significant effect on idol worship. And there were no significant differences of idol worship between in idol fans' 10's and 20's. Also these causes of idol worship affected on Idol fans' intention to purchase the merchandises advertised by idol. In other words, idol worship was partially mediated the positive relation between by causes of idol worship and intention to purchase the merchandises.