• The Journal of the Korea Contents Association
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• v.17 no.12
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• pp.339-356
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• 2017

So far, there have been studies to verify the effectiveness of creative advertising contents, but there have been few studies explaining why creative advertisement contents are effective in consumer cognitive processes. The purpose of this study is to examine the effect of creativity of ad contents on desire to postpone cognitive closure and ad attitude. Furthermore, the cause of the advertising effect of the creative advertisement contents was set as disfluency and the relationship between the related variables was verified. Research has shown that creative advertising does not directly produce positive advertising attitudes, but it also forms ad attitudes through mediating effects of disfluency. In addition, it was found that disfluency mediated the desire to postpone cognitive closure in creative advertising. In summary, this study finds that the disfluency of advertising is an important variable for enhancing the advertising effect of creative advertisement. This study verified the advertising effect of creative advertisement by connecting it with consumers' cognitive variables.

• Smart Media Journal
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• v.11 no.8
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• pp.29-36
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• 2022

Smart advertising in digital media has become an active research field in the past few decades. The purpose of the study is to investigates the interaction effects between the message expression type and brand familiarity on the effectiveness of raffle advertising. An online 2×2 between subjects experiment was constructed. The results showed the interaction effects between the message expression type and brand familiarity on advertising attitude, brand attitude, and purchase intention.

• Journal of Digital Convergence
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• v.18 no.12
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• pp.251-258
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• 2020

This study was conducted to understand the dual mediating effect of advertising intrusiveness and advertising attitude on the relationship between Facebook attitude and advertising avoidance on Facebook advertisements. A survey was conducted on 250 male and female students attending M University located in Daejeon, and the result was analyzed with SPSS PROCESS MACRO. First, the result yielded that there is a significant positive correlation between Facebook attitude and advertising attitude, and there is a significant negative correlation between Facebook attitude and advertising intrusiveness and avoidance. There is a significant positive correlation between advertising intrusiveness and advertising avoidance, and there is a significant negative correlation between advertising intrusiveness and advertising attitude. Advertising attitude and advertising avoidance has a significant negative correlation. Second, a complete dual mediating effect was confirmed by investigating the dual mediating effect of advertising intrusiveness and advertising attitude on the relationship between Facebook attitude and Facebook advertising avoidance. Such results profess about the impact of Facebook attitude on the advertising avoidance on Facebook advertisements that advertising intrusiveness and advertising attitude could mediate the decrease in advertising avoidance.

• Management & Information Systems Review
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• v.30 no.3
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• pp.57-84
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• 2011

In this study, a model of the effects of advertising on an employee's organizational identification was proposed by combining psychological contract, social identity theory with hierarchy of effect model. Our empirical results show that perceived accuracy of message in advertising affected attitude toward advertising significantly while perceived relevance of message with respondents' department didn't. And attitude toward advertising influenced employee's organizational identification. New findings in this research is the role of attitude toward advertising influencing on employee's organizational identification as mediator variable.

• 한국벤처창업학회:학술대회논문집
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• 2016.04a
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• pp.154-156
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• 2016

이 연구의 목적은 소비자의 구매의도를 자극하고, 판매를 촉진시켜주는 구매시점광고(POP Ad: Point Of Purchase Advertising)의 소매판매 유통점 활용영역에서 정보전달형태 변화에 따른 광고효과 차이가 있는지를 연구하는데 있다. 연구의 배경과 방법은 통상의 구매시점광고가 정보전달 방법에 있어서 소비자 구매활동 장소 내 외에서 단순 비치, 설치된 상태로서 기능과 역할을 수행하고 있음을 착안, 광고소구형태를 시각, 청각 그리고 인적판매원이 관여된 혼합(시각, 청각)형으로 분류하여 정보를 전달 한 후 소비자의 태도 및 매출 비교를 위해 실증적 실험을 했다. 본 연구의 핵심 가설은 '인적판매원이 개입된 혼합형(시각, 청각) 구매시점광고가 소비자 태도(신뢰도/호감도/구매의도) 및 매출( + / -)영향도가 더욱 높게 나타날 것이다'이다. 이는 소비자에게 시각, 청각이 동시에 전달되는 혼합소구유형은 정보전달력이 우수하고, 광고 효과성이 높을 것이다를 검증하기 위한 것이다. 본격 연구 전에 실시한 1차 사전적 실증 실험결과 소비자가 지각하는 관점에 따라 시각형(광고의 정보내용을 인쇄물로 제공), 청각형(광고의 정보내용을 소리전달형태로 제공), 시각, 청각 혼합형(인적판매원이 시각형 정보를 활용 광고내용을 직접 전달)분류한 3가지 유형간 정보전달 효과의 차이는 없는 것으로 나왔다. 하지만, 본 연구는 생계형 소매유통 창업현장에서 활동하고 있는 소상공인들이 구매시점광고를 광고의 활용측면에서 능동형 마케팅 활동 도구로 사용할 수 있는지에 대한 실증적 사례 분석을 했다는 것에 의의를 두고자 한다. 업종별 차이는 있지만 대부분의 소상공인들의 마케팅 환경은 열악하다. 마케팅 전담 인력의 부재, 마케팅 지식의 부족, 전방위적 마케팅 전개 시간의 한계 등으로 인해 체계적으로 마케팅활동을 펼 칠 수 없는게 현실이다. 이에 현장 활용성이 높은 효율적이고 효과적인 구매시점광고의 광고정보전달 연구 및 개발이 요구된다고 보며, 이에 관한 지속적인 후행적 연구와 노력이 필요하다고 사료된다.

• The Journal of the Korea Contents Association
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• v.14 no.4
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• pp.297-313
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• 2014

The objectives of this study are to examine the impact of display type and program condition on advertising attitude, and also to analyze the moderating effect of previous intrusiveness perception in such process. The results of empirical analysis are as follows. First, display type had no significant influence on advertising attitude. Second, the interaction effect of display type and program situation on advertising attitude was significant. Third, the interaction effect of display type and previous intrusiveness perception on advertising attitude was not significant. Fourth, the interaction effect of program situation and previous intrusiveness perception on advertising attitude was significant. Fifth, the interaction effect of display type, program situation, and previous intrusiveness perception on advertising attitude was not significant.

• Journal of Global Scholars of Marketing Science
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• v.16 no.1
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• pp.93-116
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• 2006

The main purpose of this study is to examine whether power-of-speech have an impact on persuasion in radio CM and to determine what is stronger variable either power-of-speech or sex of source. Previous research showed confused result about this issue. Some research supposed the effect of power-of-speech depend on sex of source/Carli, 1990) but the others supposed it is not(Holtgraves & Lasky, 1999; Erickson, Lind, Johnson, & O'Barr, 1978). So present research is designed to show empirical evidence about this issue examining the interaction between effect of power-of-speech and sex of source. Result revealed that power-of-speech affects strongly on persuasion and that effect have no interaction with sex of source. This result means that the effect of power-of-speech is stronger than the effect of sex of source. But in attitude toward product exceptionally, female source using powerful speech induce more favorable attitude toward product than female source using powerless speech whereas male source using powerful and powerless speech induce same attitude toward product.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.559-567
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• 2022

The effect of smartphone usage motivation on application display advertising attitude and advertising avoidance was investigated. In addition, the mediating effect of advertising intrusion was confirmed. The total number of participants in the study was 309, and the data collection method used a survey method. Covariate structural analysis was conducted to investigate the causal relationship between smartphone usage motivation and advertising attitude and the mediating effect of perceived intrusion on advertising avoidance. There are five results. First, the motivation for using smartphones had a significant effect on the display advertising attitude of smartphone applications. Second, the display advertising attitude of the smartphone application had a significant effect on the advertising avoidance behavior. Third, the display advertising attitude of smart phone application had a significant effect on perceived advertising intrusion. Fourth, the perception of intrusiveness of display advertising in smartphone applications had a significant effect on advertising avoidance behavior. Finally, it was confirmed that the perceived ad intrusion has a partial mediating effect in the causal relationship of the smartphone application display advertising attitude to the ad avoidance behavior. The results of this study will contribute to suggesting strategies to reduce advertising avoidance behavior.

• The Journal of the Korea Contents Association
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• v.20 no.8
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• pp.176-185
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• 2020

This study aimed to explore whether and how smartphone-based multiscreening affects a consumer's attitude toward mobile video advertising. For the latter purpose, this study proposed and empirically tested whether perceptions of advertising informativeness and advertising intrusiveness mediate the impact of smartphone-based multiscreening on attitude toward mobile video advertising. The results of an online survey (n=155) indicated that smartphone-based multiscreening was significantly and positively related to consumer attitude toward mobile video advertising and that the effects of multiscreening were partially transmitted via perceived advertising informativeness. Unexpectedly, however, the mediating role of perceived advertising intrusiveness was not supported in this study.

• The Journal of the Korea Contents Association
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• v.14 no.9
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• pp.188-202
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• 2014

This major purpose of this study is to examine factors influencing the attitude toward News Feed advertising in Facebook. For this purpose, this study posited seven determinants including informativeness, entertainment, irritation, trust, individualization, incentive and privacy concern, which can have influences on the attitude toward News Feed Advertising. and this research tests the relationships between these seven determinants and the attitude toward News Feed Advertising. An online survey was administrated to collect data and hierarchical regression analyses were employed for data analysis. The results showed that infortainment as a new combined factor of informativeness and entertainment, trust, individualization have significantly positive influences on the attitude toward News Feed advertising in Facebook. It was also shown that the moderating effect of involvement on the relationship between irritation and the attitude. The results in this study implied that it is needed to reinforce the attributes of advertising including infortainment, trust and individualization to boost the effects of News Feed advertising in Facebook on consumers.