• International Journal of Contents
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• v.13 no.1
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• pp.76-85
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• 2017

This paper compares the difference in the degree of advertising avoidance between traditional media and the Internet. The study also examines customers' beliefs, attitudes, and behavior toward advertising to build a theoretical model that explains advertising avoidance. A survey was conducted to identify the influential factors. Findings indicate that on comparison, YouTube advertisements on the Internet were more problematic than TV commercial breaks, leading to high advertising avoidance on the part of consumers. Finally, using path analysis, a general advertising avoidance model based on the belief-attitude-behavior hierarchy is tested. The model shows that certain beliefs about advertising have direct effects on advertising avoidance behavior as well as on the attitude toward advertising.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.17 no.1
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• pp.237-252
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• 2017

This study suggests a strategy to provide effective mobile advertising marketed by identifying factors affecting the use and avoidance intention of mobile advertising on SNS. This article has three main findings. First, each factor of usefulness, novelty and irritation have a significant effect on satisfaction and usefulness, clutter and irritation factor have a significant effect on dissatisfaction. Second, satisfaction and dissatisfaction of mobile advertising exist at the same time, and it is confirmed that they are considered when consumers use mobile advertising. The third finding is that effective mobile advertising avoids the boredom of ads through moderating irritation and should be used in fresh form with more useful information than other ads' form. The result of this study should be an important criterion that mobile advertising providers make advertisements that consumers want in the future.

• 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 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.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.281-290
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• 2020

The purpose of this study was to examine how the consumer's entertainment, information, relevance, reliability, and perceived invasion affect the avoidance of advertising. Besides, the purpose of this study was to examine whether there is a difference according to the country and age in the effect of advertisement characteristics on the evasion. This study investigated the avoidance of mobile advertising among 254 Koreans and Chinese publics in their 20's and 40's, evaluated the results in terms of comparative analysis. Collected data were verified by multiple regression analysis and hierarchical regression analysis. The higher the advertising entertainment and relevance, the lower the avoidance of advertising. The higher the perceived penetration, the higher the avoidance of advertising. Besides, there were differences by country and age in the effects of advertising entertainment, information, relevance, and reliability on ad avoidance. The implications of this study are to find out how to reduce the mobile advertising avoidance of consumers by identifying the predictive factors that cause the avoidance of advertisements by country and age.

• International journal of advanced smart convergence
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• v.12 no.2
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• pp.1-16
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• 2023

Influencer advertising, which has gained significant attention in academia and industry, is widely adopted as a digital marketing strategy. This study empirically analyzes the impact of perceived influencer channel attributes and ad attributes on the suitability of advertisements and their effects on consumers' positive and negative advertising behaviors. The research aims to identify various factors that can enhance the effectiveness of influencer advertising. The results reveal that among the influencer channel attributes, informativeness and intimacy have a positive impact on ad suitability, while ad clutter has a negative impact. Additionally, ad-influencer fit positively affect ad attention and negatively influences ad avoidance. Based on these findings, companies can enhance the effectiveness of influencer advertising by first selecting influencers who align well with the advertisement and emphasizing informativeness and emotional bonding to improve ad suitability. Moreover, the study suggests that influencer advertising strategies can be effective as long as they avoid excessive ad clutter, as it diminishes ad suitability. Marketing practitioners and advertising planners can utilize these insights to formulate more effective influencer advertising strategies.

• Journal of Information Technology Services
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• v.23 no.2
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• pp.117-133
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• 2024

This research analyzes users' cognitive responses to Out-Of-Home advertising content based in virtual environments. Specifically, it distinguishes the depth of advertisements as 2D or 3D and categorizes animation effects of light as a representation of virtuality into 'none', 'blinking', and 'flowing'. For this purpose, virtual reality content was developed, and after experiencing the content while wearing HMD, users' cognitive responses were investigated. Involving 60 participants, the study found that the interaction effects between depth perception and animation effects were not statistically significant, nor was the primary effect of depth perception. However, the main effect of animation showed statistically significant differences in users' attention, vividness, perceived intrusiveness, avoidance tendency, and flow. This study presents design elements that can be utilized in the production of virtual environment-based Out-Of-Home advertising and experimentally demonstrates that animation effects can serve as an effective means of emphasis in virtual environment advertising. These findings provide important insights for the creation and strategic planning of advertisements in virtual environments.

• 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.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.61-76
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• 2020

As the media environment changes rapidly, the size of the online advertising market is growing rapidly. However, consumer's trustfulness in online advertising is much lower than that of old media, and there is also a phenomenon of advertising avoidance. Thus, in this study, advertising skepticism, advertising appeals, involvement, and FCB Grid theory were used to provide Youtube and advertisers with implications for advertising strategies. It was intended to provide a way to lower consumer advertising avoidance. As a result of Research 1, consumers with high advertising avoidance showed low advertising attitudes, brand attitudes, and attitudes toward products. In addition, there was no difference in gender, and when the frequency of online video viewing decreased and the age increased, advertising avoidance increased. Research 2 shows that consumers with high levels of advertising skepticism showed a high level of advertising attitude when the level of involvement was low and transformational appeal was high. In the FCB Grid model, consumers with high levels of advertising skepticism are found to be suitable for transformational appeal advertising. These results mean that Youtube and advertisers should think important about advertising skepticism, which is the cause of advertising avoidance, and that consumers with high levels of advertising skepticism should be presented with advertisements suitable for each type of product in the online advertising market.

• 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.