• Industry Promotion Research
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• v.9 no.3
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• pp.13-25
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• 2024

This study investigated the effects of negative emotions like Personal Information Concern and Ad Irritation, arising from the growth of Personalized Advertising, on Purchase Intention. It revealed that while Personal Information Concern significantly impacts Ad Irritation and Brand Avoidance, it doesn't affect Ad Avoidance. Ad Irritation influences Ad Avoidance but not Brand Avoidance or Purchase Intention. Both Ad Avoidance and Brand Avoidance negatively impact Purchase Intention. The study also found that Ad Irritation mediates the relationship between Personal Information Concern and Ad Avoidance, but not between Personal Information Concern and Brand Avoidance. Furthermore, Ad Avoidance mediates between Ad Irritation and Purchase Intention, unlike Brand Avoidance. These outcomes highlight the need for further research, particularly considering the MZ Generation's traits.

• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.185-195
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• 2018

We try to explore the effect of the emotions of viewers caused by the insertion of the in-program adversiging on the advertising effect. To test our hypotheses, we collected the data through two lab experiments and analyze the data with t-test. The results are as follows. First, high engagement to the media contents impacts positively on the feeling of viewer's irritation when the movie clip is interrupted and an in-program advertising is inserted. Second, the negative emotions of the irration are congruented, which affect the attitude of the advertised product negatively. On the other hand, the irritation caused by the in-program advertising had a positive effect on the brand awareness and memory(recall) of the advertised product because of high state of arousal. These results enrich the understanding about the role of in-program advertising which affect viewer's feeling and behvior. Moreover, these findings provides managerial implications to help advertising managers manage their in-program advertising more effectively.

• The Journal of the Korea Contents Association
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• v.19 no.5
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• pp.15-23
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• 2019

Mobile devices have become the most influential media platform. Mobile advertising has thus grown much faster than any other type of advertising. This study is designed to examine antecedents of attitude toward mobile ads, antecedents such as irritation, personalization, and online information privacy concerns. The study also examines consumers' attitudes toward mobile ads as an antecedent of mobile advertising acceptance. Study findings suggest that irritation is not a statistically significant predictor of attitude toward mobile ads. An antecedent found to be positively related to attitude toward mobile ads is personalization and one found to be negatively related is online privacy concerns. Finally, consumers' attitudes toward mobile ads are found to be positively related to a general acceptance of mobile advertising. Practical implications are discussed.

• Industry Promotion Research
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• v.8 no.4
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• pp.1-15
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• 2023

This study was conducted from May 10th to 30th, 2023 to confirm the relationship between advertisement irritation, privacy concerns, personalized marketing, and social influence of brand customized advertisements on advertisement avoidance and brand loyalty targeting the MZ generation. The following results were verified using the SPSS 28.0 and Smart PLS 4.0 programs for a valid survey of 400 people targeting the MZ generation nationwide on a daily basis. First, advertisement irritation had a positive (+) effect on advertisement avoidance but had no effect on brand loyalty, and personalized marketing had a positive (+) effect on advertisement avoidance but had no effect on brand loyalty. Second, concerns about personal information had a positive (+) effect on avoidance of advertisements and brand loyalty. Third, social influence had a positive (+) effect on advertisement avoidance and brand loyalty. Fourth, advertisement avoidance played a significant mediating role between advertisement irritation and brand avoidance, but did not play a significant mediating role between personalized marketing and social influence. Based on these results, this study is meaningful in that it can be used as basic data for research on advertising avoidance and brand loyalty and for establishing strategies necessary for brand marketing activities.

• Journal of Intelligence and Information Systems
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• v.19 no.3
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• pp.73-91
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• 2013

Advertising market has been facing new challenges due to dramatic change in advertising channels and the advent of innovative media such as mobile devices. Recent research related to mobile devices is mainly focused on the fact that mobile devices could identify users'physical location in real-time, and this sheds light on how location-based technology is utilized to achieve competitive advantage in advertising market. With the introduction of smartphone, the functionality of smartphone has become much more diverse and context awareness is one of the areas that require further study. This work analyses the influence of context awareness value resulted from the transformation of advertising channel in mobile communication market, and our research result reflects recent trend in advertising market environment which is not considered in previous studies. Many constructs has intensively been studied in the context of advertising channel in traditional marketing environment, and entertainment, irritation and information are considered to be the most widely accepted variables that has positive relationship with advertising value. Also, in smartphone advertisement, four main dimensions of context awareness value are recognized: identification, activity, timing and location. In this study, we assume that these four constructs has positive relationship with context awareness value. Finally, we propose that advertising value and context awareness value positively influence smartphone advertising attitude. Partial Least Squares (PLS) structural model is used in our theoretical research model to test proposed hypotheses. A well designed survey is conducted for college students in Korea, and reliability, convergent validity and discriminant validity of constructs and measurement indicators are carefully evaluated and the results show that reliability and validity are confirmed according to predefined statistical criteria. Goodness-of-fit of our research model is also supported. In summary, the results collectively suggest good measurement properties for the proposed research model. The research outcomes are as follows. First, information has positive impact on advertising value while entertainment and irritation have no significant impact. Information, entertainment and irritation together account for 38.8% of advertising value. Second, along with the change in advertising market due to the advent of smartphone, activity, timing and location have positive impact on context awareness value while identification has no significant impact. In addition, identification, activity, location and time together account for 46.3% of context awareness value. Third, advertising value and context awareness value both positively influence smartphone advertising attitude, and these two constructs explain 31.7% of the variability of smartphone advertising attitude. The theoretical implication of our research is as follows. First, the influence of entertainment and irritation is reduced which are known to be crucial factors according to previous studies related to advertising value, while the influence of information is increased. It indicates that smartphone users are not likely interested in entertaining effect of smartphone advertisement, and are insensitive to the inconvenience due to smartphone advertisement. Second, in today' ubiquitous computing environment, it is effective to provide differentiated advertising service by utilizing smartphone users'context awareness values such as identification, activity, timing and location in order to achieve competitive business advantage in advertising market. For practical implications, enterprises should provide valuable and useful information that might attract smartphone users by adopting differentiation strategy as smartphone users are sensitive to the information provided via smartphone. Also enterprises not only provide useful information but also recognize and utilize smarphone users' unique characteristics and behaviors by increasing context awareness values. In summary, our result implies that smartphone advertisement should be optimized by considering the needed information of smartphone users in order to maximize advertisement effect.