• Journal of Industrial Convergence
• /
• v.16 no.2
• /
• pp.41-48
• /
• 2018

The purpose of this study is to identify the effects of book content, celebrity recognition, and celebrity expertise on book purchasing, and to suggest implications for the marketing factors for sales and the factors to consider when publishing celebrity books . The implications of this study are as follows. First, when a celebrity publishes a book, it should actively promote marketing activities that can give credibility to the reader and to the credibility of the information about the book field that he usually compiles. Second, when a book is compiled, celebrities should pay attention to book designs and pictures that fit their images. In addition, it is necessary to build a new type of advertising strategy will be. Finally, celebrities should ask for various means to inform viewers and pens of their information, experiences, and learned knowledge in various advertising environments before publishing the book. If you continue to recognize it, your future purchases of books will increase.

• The Korean Journal of Franchise Management
• /
• v.11 no.2
• /
• pp.17-22
• /
• 2020

Purpose: As consumers have difficulty in brand choice due to excessive information, using brand popularity as an advertising cue (e.g., Sales No. 1, Hit Product) has been getting more attention as an effective curation strategy for decreasing consumers' cognitive efforts. Accordingly, recent studies empirically demonstrate that consumers tend to prefer and choose a brand with a popularity cue and offer a useful information regarding how to use a popularity cue in marketing communication. However, extant research has mainly focused on investigating the impact of "brand popularity in a domestic market" on consumer behaviors. Thus, little is known about the effect of "brand popularity in a foreign market" on local consumers' decision-making process. Given that domestic consumers tend to purchase imported products from overseas countries, it can be meaningful information for global companies. Therefore, this research derives and tests the five hypotheses to examine how local consumers respond to brand popularity in a foreign market as an advertising cue. Specifically, it tests the three hypotheses regarding the direct and indirect effects of brand popularity in a foreign market on risk perception and purchase intention. Then, it tests two additional hypotheses about moderating effects of psychic distance on the relationship between brand popularity and risk perception as well as on the relationship between brand popularity and purchase intention. Seventy participants are exposed to an advertisement for an Indian cosmetic brand using a popularity cue in Indian market and answer the questions about brand evaluation. For data analysis, regression analysis is employed. The findings of this research show that perceived brand popularity lowers local consumers' perceived risk with a foreign brand. However, perceived brand popularity does not have a direct impact on purchase intention while it has an indirect effect through perceived risk. Meanwhile, psychic distance moderates the effect of perceived brand popularity on perceived risk level, but it has no impact on the relationship between brand popularity and purchase intention. This research is one of the first studies that demonstrate the positive impact of brand popularity in a foreign market on a local consumer's purchase decision, and it shows the effect can be moderated by psychic distance.

• The Journal of the Institute of Internet, Broadcasting and Communication
• /
• v.23 no.1
• /
• pp.51-58
• /
• 2023

The purpose of this study is to identify various variables that affect the intention to use the metaverse, which has recently attracted attention. In particular, while previous studies have focused only on the variables that have a positive effect on the spread of the metaverse, this study tried to examine both the use and resistance perspectives by examining the psychological variables of consumers who reject specific changes, such as innovation resistance. By constructing consumer characteristics and innovation characteristic variables that affect innovation diffusion, the relationship between innovation resistance, attitude toward the metaverse, and intention to use the metaverse was examined. As a result of the study, it was found that innovation propensity, social image, and conformity had a negative effect on resistance to the metaverse. In addition, innovation propensity, social image, suitability, relative advantage, complexity, and observability mediate innovation resistance and attitudes toward the metaverse, and were finally revealed as variables that have positive or negative influences on the intention to use the metaverse.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
• /
• v.6 no.12
• /
• pp.605-619
• /
• 2016

This study aims to figure out effects of the rewards applications receiving a lot of attention recently as mobile advertising using the smartphones. Therefore, this study examines differences of user satisfaction and continued use intention according to a user characteristic, demographic characteristic and rewards application characteristic. The research results are as follow. First, in terms of user satisfaction of the rewards applications, there is a significant difference according to the user gender and existence of the reserved value experience. Second, there is a significant difference in the continued use intention of the applications according to the user type and gender. Third, it is also found that there is an interaction effect between the user gender and existence of the reserved value use experience on the continued use intention. This study is significant in that the results may provide future researchers with practical foundations for marketing strategies to activate the rewards applications.

• Archives of design research
• /
• v.21
• /
• pp.109-121
• /
• 1997

The poster in America was considered merely a means of advertising until the late 1880s, and was not thought to have any intrinsic value. During the 1890s, the poster in America came into its own as a medium of artistic expression, and it was recognized anew as an medium of advertising. The production and circulation of posters became active, and it won the popularity of poster collectors. But the American poster renaissance flourished for a few brief years in the 1890s. In this thesis, I paid attention that the art poster in America was mainly a product of the publishing trade, and that it's rise and fall was connected with the circumstances of the publishing business. In chapterII, I discussed the growth of publishing business and the phenomenon of poster craze, and tried to figure out the characteristic of American poster design in 1890s. The American poster boom was formally initiated in Spring 1893, when Edward Penfield published the first of his monthly designs advertising Harper's Magazine. Penfield created a native American tradition of realism in the series of Harper's posters, his figures are realistic though anonymous, and are drawn without distortion or grotesquery, and details are reduced to essentials but not eliminated. In chapterIII, I discussed the change in book cover design in the 1890s. The rapid evolution of book and magazine covers was largely a reaction to the poster craze. Most magazines were issued with the same standard covers month after month at that time. In 1894, when William Bradley was asked to design a standard cover for the Inland Printer, he convinced the publishers to change the cover with every issue instead of designing one permanent cover. With the poster craze at its height, posters became big business, but still they were not very successful as advertisements. Because collectors of the 1890s were more interested in acquiring posters than in buying books. Significantly, this was also the moment when poster like designs began to appear on the covers of books and mass magazines. Publishers took notice of an idea. If the eye-catching design was on the cover itself rather than on a separate poster, the customer who wished to acquire the design would be obliged to buy the magazine. So there was no distinction stylistically between the posters of the 1890s and the magazine covers of the early 1900s. At the same time, the artistic poster was beginning to decline. While the most typical advertisements of the 1890s were the book and magazine posters of Bradley and Penfield, after 1900 advertisements for manufacturers' products played an increasingly prominent role. They would never again assume the leading role that they had played in the 1890s.

• Archives of design research
• /
• v.14 no.3
• /
• pp.59-68
• /
• 2001

The design on magazine advertisement has been developed and investigated in various fields, but the matter of properties has been inattentive in advertisement. Therefore, this study is to clarify the role of advertisement properties and the application tendency of it through the case study of the magazines for woman in Korea, and to analyze the relationship among the characteristic of manufactured goods for advertising, visual effects, copy-writing and the advertisement properties. The results of the study are as follows ; 1 . It is important to choose the discriminative property compared to the competitive company and to consider the purpose of advertisement from the beginning of idea developing. 2. Leading the photo artist to the photo working corresponding to the purpose of advertisement is critical point in advertisement design process. 3. After the photographing, it should be investigated from the designer's point of view. The presentation strategies on the application of advertisement properties are as follows, ·Conform the subject of advertisement massage. ·Choose the advertisement properties considered the relationship between manufactured goods for advertising and properties. ·Consider the properties as the supporting tool in bringing manufactured goods for advertising into relief. The pertinent application of advertisement properties is able to attract public attention and to increase the worthy of advertisement. Therefore, the prudent trial and experiment on it is needed.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.46 no.5
• /
• pp.805-826
• /
• 2022

This study explored the process by which consumers purchase products from small fashion business owners via online and mobile channels. In addition, group types were classified given that the purchasing process depends on the consumers' life cycle. The consumer focus group interview (FGI) was conducted on 18 participants that were divided into six groups by age, work, and children. Results revealed that first, consumer journey comprised four stages. Factors influencing need recognition were "attention to information of social media influencer," "attention to information of affiliated groups," and "repeated advertising of SME products/brands." For information searching, "exploring purchase reviews," "environment for mobile shopping information exploration," and "continuous product tracking" were important factors. Purchasing and shopping stages were affected by "price-free, improvised purchase decision" and "convenient mobile payment system and point benefits." After the purchase, "active sharing and repeated purchase when satisfied" and "blocking relationships when dissatisfied" occurred. Second, six consumer groups based on the fashion life cycle are the "Platform lover," "Influencer follower," "Trust builder," "Novelty seeker," "Convenience seeker," and "New designer supporter." Ultimately, small business owners can develop the process of planning and selling fashion products more efficiently.

• Journal of Intelligence and Information Systems
• /
• v.22 no.2
• /
• pp.81-96
• /
• 2016

As the internet has become widespread and easy to access everywhere, it is common for people to search information via online search engines such as Google and Naver in everyday life. Recent studies have used online search volume of specific keyword as a measure of the internet users' attention in order to predict disease outbreaks such as flu and cancer, an unemployment rate, and an index of a nation's economic condition, and etc. For stock traders, web search is also one of major information resources to obtain data about individual stock items. Therefore, search volume of a stock item can reflect the amount of investors' attention on it. The investor attention has been regarded as a crucial factor influencing on stock price but it has been measured by indirect proxies such as market capitalization, trading volume, advertising expense, and etc. It has been theoretically and empirically proved that an increase of investors' attention on a stock item brings temporary increase of the stock price and the price recovers in the long run. Recent development of internet environment enables to measure the investor attention directly by the internet search volume of individual stock item, which has been used to show the attention-induced price pressure. Previous studies focus mainly on Dow Jones and NASDAQ market in the United States. In this paper, we investigate the relationship between the individual investors' attention measured by the internet search volumes and stock price changes of individual stock items in the KOSDAQ market in Korea, where the proportion of the trades by individual investors are about 90% of the total. In addition, we examine the difference between industries in the influence of investors' attention on stock return. The internet search volume of stocks were gathered from "Naver Trend" service weekly between January 2007 and June 2015. The regression model with the error term with AR(1) covariance structure is used to analyze the data since the weekly prices in a stock item are systematically correlated. The market capitalization, trading volume, the increment of trading volume, and the month in which each trade occurs are included in the model as control variables. The fitted model shows that an abnormal increase of search volume of a stock item has a positive influence on the stock return and the amount of the influence varies among the industry. The stock items in IT software, construction, and distribution industries have shown to be more influenced by the abnormally large internet search volume than the average across the industries. On the other hand, the stock items in IT hardware, manufacturing, entertainment, finance, and communication industries are less influenced by the abnormal search volume than the average. In order to verify price pressure caused by investors' attention in KOSDAQ, the stock return of the current week is modelled using the abnormal search volume observed one to four weeks ahead. On average, the abnormally large increment of the search volume increased the stock return of the current week and one week later, and it decreased the stock return in two and three weeks later. There is no significant relationship with the stock return after 4 weeks. This relationship differs among the industries. An abnormal search volume brings particularly severe price reversal on the stocks in the IT software industry, which are often to be targets of irrational investments by individual investors. An abnormal search volume caused less severe price reversal on the stocks in the manufacturing and IT hardware industries than on average across the industries. The price reversal was not observed in the communication, finance, entertainment, and transportation industries, which are known to be influenced largely by macro-economic factors such as oil price and currency exchange rate. The result of this study can be utilized to construct an intelligent trading system based on the big data gathered from web search engines, social network services, and internet communities. Particularly, the difference of price reversal effect between industries may provide useful information to make a portfolio and build an investment strategy.

• The Journal of the Convergence on Culture Technology
• /
• v.1 no.2
• /
• pp.71-75
• /
• 2015

Smart City for establishing mutual communication for next-generation digital signage technology attracting attention in the tele screen service is being spread. In recent years, the state of the surrounding circumstances of the user-to-user information such as situation-based, bi-directional communication by collecting and analyzing the possible interactive tele-screen services. This study suggests the value of smart city services platform, standardization trends, domestic, and international marketability analysis information. Tele-screen service technology is able to be a high-level administrative services, and further domestic e-government technology can be spread all over the world.

• The Journal of Asian Finance, Economics and Business
• /
• v.6 no.3
• /
• pp.193-203
• /
• 2019

The issue of health risks from consuming unhealthy product is an important issue that is happening right now. Both developed and developing countries are already aware of the need for attention to the health-risk products. One tool that is believed to be able to change the consumption behavior of the health-risk products is the use of warning label on product packaging. As a persuasive act, both visual and textual warning label are believed to be able to change people's consumption behavior. In addition to the labels that contain health hazards, this research also uses social consequence contents. The main targets of such unhealthy product marketing are children and adolescents. Correspondingly, this study targets the age groups of kids and tweens. The method used in this research is experiment, involving 180 participants from two age groups namely kids and tweens. As a result, the study found that the influence of warning label on the age of tweens is greater in the age of the children. Meanwhile, the use of visual and textual warning label using social consequences contents, proved to be effective at the age of tweens. These results are useful for enrich social marketing subjects, especially within warning label research.