• Korean Journal of Community Nutrition
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• v.11 no.1
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• pp.108-115
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• 2006

This study was to investigate the effect of the education about general nutrition knowledge on the acceptance of TV food advertisements in adolescents. Twenty hours of nutrition related education in home economics classes were done during 3 months, to conveniently selected 784 first grade middle school students living in large and small cities and rural areas of Chungnam Province. The education effects were evaluated through questionnaire surveys before and after the education and their comparative analysis. Average TV watching time was $29.2\pm1.16$ hours per day, which was about one hour longer on weekends. Nearly half of the subjects watched TV mainly after 9 PM. After nutrition education, nutrition knowledge scores of total subjects were significantly increased from $7.73\pm2.16$ to $10.25\pm2.51$ with a full score of 16. Food attitude and food habit scores also significantly increased from $32.45\pm4.65$ (full score 50) to $33.93\pm4.68$ and from $36.20\pm5.70$ to $37.29\pm5.87$, respectively. The general acceptance of TV food advertisements scored $25.25\pm4.44$ (full score 40) before education and $26.90\pm4.55$ after education, which was significantly raised by the education. Acceptance scores of TV food advertisements showed significant positive relationships with the scores of nutrition knowledge, food attitudes, and food habits. In addition, TV watching time had negative relationships with nutrition knowledge, food attitudes, and food habits scores, but not with acceptance score of TV food advertisements. The above results suggested that school-based nutrition education improved slightly but significantly the attitude of accepting TV food advertisements maybe through increasing nutrition knowledge and making food attitudes and habits better. Nutrition education focused on the evaluation and acceptance of food advertisements are further needed to improve the TV food advertisement acceptance of adolescents.

• The Journal of Society for e-Business Studies
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• v.19 no.2
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• pp.1-29
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• 2014

Advancement of mobile technology opened new business field in existing marketing area and in spirit of depression of advertisement market due to worldwide shrunken business, investment mobile advertisement market only jas a tendency to increase. In this paper I tried to know some factors to influence on the acceptance of customer to receive the referring advertisement continually through the study of 'KaKaotalk Plus Friends', a kind of marketing platform of KaKaotalk, the model killer application of Smart Phone. For this purpose I developed the research model based on Customer Value Theory and Social Exchange Theory etc. Futhermore based on these theories I studied the facts to influence on the acceptance of customer using KaKaotalk Plus Friends Service.

• International journal of advanced smart convergence
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• v.13 no.1
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• pp.129-139
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• 2024

In digital marketing, the strategic use of emojis in social media advertising, particularly on the Xiaohongshu app, significantly influences consumer acceptance and purchase behavior. This study examines the impact of emoji-laden advertisements and the role of brand metaphorical warmth on consumer perceptions. Employing a tailored questionnaire, the research explores how emojis affect brand advertisement reception, filling a gap in empirical research on emoji advertising effectiveness. Findings indicate that emojis, when used judiciously, enhance consumer acceptance and contribute to a positive brand perception. However, excessive use may undermine trust. Brand metaphorical warmth emerges as a crucial factor, suggesting that emojis can effectively convey warmth, fostering a deeper emotional connection with consumers. These insights offer practical implications for refining social media marketing strategies, advocating for a balanced approach to emoji usage in advertisements to optimize engagement and influence consumer behavior.

• Culinary science and hospitality research
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• v.23 no.8
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• pp.173-183
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• 2017

The purpose of this study is to investigate the causal relationship between new brand awareness and new brand awareness according to type of restaurant menu purchase information. This study will provide basic research data on viral marketing strategy through online marketing of restaurant companies. The purpose of this study is to investigate the effect of information obtained through blog information and SNS advertisement on word effect (information acceptance and information transfer) and to investigate the effect of word of mouth effect on consumers' purchase intention. A total of 206 samples were used for this analysis and regression analysis was performed using SPSS 18.0. The results of the study are as follows. First, experience type, timely relevance and consensus among the characteristics of blog information affect information acceptance. Experience, and accuracy are affecting information delivery. Second, information discomfort among the characteristics of SNS advertising information influences the acceptance of information. Information, entertainment and trust are affecting information dissemination. Third, information acceptance and information diffusion affect purchase intention.

• Information Systems Review
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• v.17 no.2
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• pp.77-100
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• 2015

This study examined the factors that influence the smartphone user's decision to accept the personalized mobile advertisement. As a theoretical basis, we applied the privacy calculus model (PCM) that illustrates how consumers are engaged in a dynamic adjustment process in which privacy risks are weighted against benefits of information disclosure. In particular, we investigated how smartphone users make a risk-benefit assessment under which personalized service as benefit-side factor and information privacy risks as a risk-side factor accompanying their acceptance of advertisements. Further, we extend the current PCM by considering advertisement fatigue as a new factor that may influence the user's acceptance. The research model with five (5) hypotheses was tested using data gathered from 215 respondents through a quasi-experimental survey method. During the survey, each participant was asked to navigate the website where the experimental simulation of a mobile advertisement service was provided. The results showed that three (3) out of five (5) hypotheses were supported. First, we found that the intention to accept advertisements is positively and significantly influenced by the perceived value of personalization. Second, perceived advertisement fatigue was also found to be a strong predictor of the intention to accept advertisements. However, we did not find any evidence of direct influence of privacy risks. Finally, we found that the significant moderating effect between the perceived value of personalization and advertisement fatigue. This suggests that the firms should provide effective tailored advertisement that can increase the perceived value of personalization to mitigate the negative impacts of advertisement fatigue.

• Asian Journal of Business Environment
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• v.8 no.3
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• pp.5-12
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• 2018

Purpose - The purpose of current paper is to identify features of advertisements at social media that generate the ad-click and to further identify if these advertisements lead to purchase. If no purchase is made, then reasons for not making purchase are identified. Users' purchase experience after users clicked at advertisements are also studied. Research design, data, and methodology - Research design followed is exploratory research, where various factors leading to ad-clicks and generating purchase at social media platform were explored. Raw data was gathered by means of survey among a sample of 185 respondents in India using online structured questionnaire. GLM model and multinomial regression were used to analyze the data. Results - Several factors including endorsement by friends, advertisement aesthetics, product reviews, and aggressive pricing played major role in generating ad-clicks. Major impediment to purchase on were product misrepresentation in advertisement, false discounts, and site security. Female users clicked more on social media advertisements and made more purchases compared to their male counterpart. Conclusions - Social media advertisements have significant positive effect on buying behavior of online customers. Transactions culminating from social media ad-click generated significant positive experience for social media users. Thus, social media can be effective marketing tool.

• Proceedings of the Korean Society of Computer Information Conference
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• 2013.01a
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• pp.139-143
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• 2013

과거의 모바일 광고에 대한 연구는 음성통화나 SMS, MMS 등의 활용에 따른 광고의 효과성을 연구하는 것이 주류를 이루고 있었다. 하지만, 시간의 경과 및 모바일 단말기의 발전 등에 따라 점차 예전의 모바일 광고의 형태와는 다르게 고객에게 디지털 컨텐츠, 일반 범용제품, 금융상품, 서비스 제품 등의 구매유도를 위해 메시지광고(SMS, MMS)나 고객들이 검색이나 배너, 비디오 등의 보다 다양한 광고형태를 통해 고객들로부터 기대하는 반응을 얻고자 하는 서비스로 변화하고 있다. 이에 따라, 본 연구에서는 모바일 광고가 지니고 있는 대표적 특성을 개인화, 편리성, 오락성, 경제성, 신뢰성, 유용성 등으로 분류를 하고, 이러한 모바일 광고의 특성이 모바일 광고 수신자의 수용의도에 어떠한 영향을 미치는가를 분석하며, 나아가 모바일 광고의 수용의도가 모바일 광고의 만족도에 어떠한 영향을 미치는가를 분석한다.

• The Journal of the Korea Contents Association
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• v.22 no.8
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• pp.106-114
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• 2022

This study attempted to empirically investigate the difference in the Advertising Acceptance Attitudes of pre-roll advertisements according to the Use Motivation and Use Intensity of YouTube, which act as important factors in using YouTube. For this study, a survey targeted to both male and female university students was conducted, 200 people's data being used for the analysis. First research result was that positive attitude towards advertisement based on the Youtube Use Motivation was higher for the group who pursue narrative identities than the group who habitually use intention and pursue amusement. For avoidance behavior, the group who habitually use intention and pursue amusement was higher than the group who pursue narrative identities. Second, for the positive attitude towards advertisement based on Youtube Use Intensity, the group with higher Use Intensity showed an optimistic attitude relative to the group with lower Use Intensity. However, there was no difference in the avoidance behavior for advertisement. These following results imply that a strategy considering the Use Pattern based on the Use Motivation and Use Intensity of the users is needed in enforcing YouTube pre-roll advertisements.

• Research in Community and Public Health Nursing
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• v.12 no.3
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• pp.620-626
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• 2001

Purpose: This study was aimed at investigating the recognition and attitude of inpatients for the purpose of facilitating the implementation of the home health care program in relation to the opening of the Home Care Department in P University Hospital in Pusan. Method: Data were collected from the questionnaires returned by 293 patients, who were admitted at P University Hospital. from May 1 to May 15, 2001 and analyzed using descriptive statistics and the Fisher exact test. Results: In regard to the previous information about the home health care program, 55.6% of the inpatients heard about the name through the advertisement in the hospital. the mass communication, and from acquaintances. The percentage of right answers regarding the knowledge of home health care program was 43.9%. In regard to the acceptance of the home health care program, 97.1 % of patients agreed with the implementation of the home care program. The reasons for acceptance were: the maintenance of the continuity of care, the alleviation of the family burden of time. Conclusion: For the stabilization and successful implementation of a home health care system, it should be accompanied not only by advertisement but also education for patients about the home health care program, and a post-evaluative study after the implementation.

• Journal of Digital Convergence
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• v.16 no.7
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• pp.369-379
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• 2018

The current study started from the constant internal fight women usually have due to the portrayal of women in advertisement in different socio-cultural backgrounds, a comparison between Latin America and South Korea was held to find the different approaches. And also test the effects of an overwhelming movement that is looking to change history and change the perception of images of constructed beauty and unattainable physical standards called The Body Positivity Movement, using the examples of prominent brands like Dove and Victoria's Secret's advertisements and the AIDA model as the instrument. Male and female in their 30's from South Korea and Latin America have been interviewed to show the differences of opinions.