• Journal of Digital Contents Society
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• v.16 no.2
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• pp.325-334
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• 2015

In this paper, we had tried to study advertising method of local industry in cooperation with SNS (Social Network Service). In particular, This paper analyzes the Facebook Page trying to find a way to take advantage of the local advertising. To analyse the Facebook page, I had created three Facebook pages such as at Hongik UNIV., Gangwon National UNIV., and specialities in Cuncheon cities. While I was managing the three pages, I had analyzed the results of quantities of activities, and in addition, had used NodeXL for the analysis of the network for the each page. After the analysis of the data of each page, I had found the possibility of the promotion for the successful the local advertizement associated with SNS. To verify and develop the results of my study, I had designed the " real time local advertising APP which is connected with SNS like Facebook, had created server program based on PHP, Android APP. In the future, I have found that there must be a lot of possibilities for the successful and various the local advertising methodologies by using SNS like Facebook, the operational data of the App.

• The Journal of Information Systems
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• v.27 no.2
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• pp.29-52
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• 2018

Purpose As the number of SNS users increases, the importance of SNS advertisement is also increasing. Thus, the purpose of this study is to analyze the effect of factors on effectiveness of SNS advertising, and expand research on users' attitude and behavior intention toward SNS advertising. Design/methodology/approach This study was designed to examine the structural relationships among SNS service attribute, users' cognitive characters, psychological factors, users' attitude and behavior intention toward SNS advertising. Concretely, SNS service attribute was presented as online interactivity, and users' cognitive characters were presented as perceived relevance and perceived intrusiveness. In addition, psychological factors were presented as presence experience and message credibility, users' attitude toward SNS advertising was presented as advertisement attitude and users' behavior intention was presented as WOM. Findings The results showed that online interactivity has a positive effect on presence experience and message credibility, but perceived intrusiveness has a negative effect on presence experience and message credibility. Perceived relevance has a positive effect on presence experience, but does not have significant effect on message credibility. Presence experience and message credibility have positive effects on advertisement attitude and WOM, and advertisement attitude also has a positive effect on WOM. Based on the results from this study, academic and practical implications can be drawn. First, the study extended the scope of research about SNS advertising through focusing on SNS service attribute and SNS users' cognitive characters and identified the relationship between presence experience, message credibility, advertisement attitude and WOM. Second, the results of this research can provide practical guidelines to develop effective advertising strategies for companies which promoting SNS as a marketing tool.

• Fashion & Textile Research Journal
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• v.21 no.4
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• pp.432-451
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• 2019

Companies and brands that practice sustainability pay attention to New Media due to its ability to build a sustainable relationship between companies and consumers. The need for research on specific roles, characteristics, and social media effects on eco-friendly advertising has had rapid growth in marketing programs for sustainable activities especially shown through social media. Information about sustainable fashion has spread to consumers through social media, and multifarious efforts have been made to attract the attention of youth. Despite the dramatic increase in eco-friendly marketing through social media as a part of sustainability, there is a lack of research on the major influences of emotional factors such as ad color and expression in social media. In this context, it is meaningful to identify relationships between emotional responses, advertising value and consumer behavior of sustainable fashion brands in Instagram and implement a suitable advertising type (color vs expression) for consumers. We used 366 responses for the final analysis. Data were analyzed by factor analysis, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study suggest that emotional responses, advertising value have a significant effect on the flow. This study expands on a previously limited research field by verifying consumer responses to image advertising on Instagram, rather than general sustainable fashion marketing. The study results also provide meaningful implications for a relation formation between customers and fashion brands vis-${\grave{a}}$-vis sustainable social media marketing.

• Convergence Security Journal
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• v.18 no.3
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• pp.61-68
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• 2018

As the digital broadcasting era settled in, the TV, which was only used to watch broadcast programs, developed as a medium for operating various data services. This means that an environment, in which the viewers' TV usage behavior can be changed from a passive attitude to an attitude of actively consuming the media, has been established. Since the advertising market is an industry that is heavily influenced by changes in the media, these changes causes changes in the form of advertising and the advertising consumption behavior of viewers. In this environment, the broadcasting industry needs to think about the new growth strategy that links the possibility of data service with the advertisement market. In this study, we designed a data service that provides supplementary information of an ID advertisement, which has the weakness of short exposure time and shortage of information expression space. Specifically, we have designed the usage scenario and user interface of the data service and developed a method, based on the international digital broadcasting standard DV B, that provides the supplementary information defined by the type of ID advertisement to the data service.

• The Journal of the Korea Contents Association
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• v.21 no.2
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• pp.520-527
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• 2021

In this study, we focused on the low practicality of traditional outdoor advertisements due to uniformity of materials, shapes, and designs, so in order to improve it, we will analyze impact on the practicality of outdoor advertisements depends on the attached type of advertising signboards. The research method is to set up a research model and hypotheses through a literature review and conduct a survey and then perform factor analysis and hierarchical regression analysis. Hypothesis1. The evaluation factors (readability, formability or symbolism) of outdoor advertising signboard in traditional markets will affect their practicality. Hypothesis 2. The type of attached advertising signboards (protruding type or wall-type) in traditional markets will control the impact of each evaluation factors' on practicality. In a result, readability and formability will affect practicality. To increase practicality, the size, color, font, layout and etc. of outdoor advertising signboards should be well recognized to get the better understanding. Also, practicality will be increased by the harmonization and the sense of balance.

• Proceedings of the Korea Contents Association Conference
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• 2010.05a
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• pp.91-94
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• 2010

본 논문은 국내 TV광고의 품목별 키네틱 타이포그래피 활용에 대하여 2009년 11월 기준 품목별 베스트 50위 내의 광고를 중심으로 총 388개의 광고를 비교, 분석 및 대조하여 각 품목별 키네틱 타이포그래피가 현재 어떠한 형태로 활용되고 있는지를 분석하였고, 결과적으로 품목별 키네틱 타이포그래피 활용에 대한 특징을 도출할 수 있었다.

• Journal of Korea Multimedia Society
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• v.20 no.7
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• pp.1129-1135
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• 2017

Due to the development of the media, the digital image is gradually developed, giving some motion to the still image called Cinemagraphs, thereby enhancing the visual perceptional ventilation. In today's advertising media, visual stimuli are transmitted through Cinemagraphs. Demonstrate what is conveyed by aesthetics through case studies and experimental studies. In addition, through Cinemagraphs, the possibility of aesthetic technique is confirmed, and the features of Cinemagraphs will become a new trend in the field of design studying digital images. As IT technology becomes increasingly sophisticated and easy to make, it is expressed as a cultural symbolic pleasure of the masses. The value of future research will be significant.

• Science of Emotion and Sensibility
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• v.17 no.2
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• pp.13-24
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• 2014

Mobile phone makers compete for market shares through domination in media advertisements. These include domination of advertisements (Ads) in TV and the internet. However, the abundance and complexity of the competitions of Ads in TV does not guarantee advertising success which can influence consumers' emotion and the purchase intention towards the brand. This research analyses the case of a directional model on Attitude-towards-the-Ad model as a baseline into a new proposed correlation models (MacKenzie, Scott, &Lutz, 1989). The survey targets the involvements of Asian smartphone owners' attitude on advertisements, brands and purchase intentions. CFA (Confirmatory factor Analysis) was used in the research experiments, including hypothesis testing, the outcome of model fit which revealed significant levels and were successful. The study revealed that all three paths have consistently high coefficient paths (Attitude to Ads - Attitude to Brands - Purchase Intention), showing significant value of (${\beta}$=>.80), which supported each correlation factors. Therefore, this structural model, could set standards for creative managers and advertising teams to improve the brands visibility and build strong influences on attitudes in advertisements and improve purchase intentions.

• Culinary science and hospitality research
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• v.23 no.6
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• pp.99-109
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• 2017

This study aims to investigate the impacts of marketing motive (public- vs. firm-interest) and ad appeal (soft- vs. hard-sell) types on consumers' ad attitudes and behavioral intention in hotels' green advertising. From 711 US respondents, a multivariate analysis of covariance (MANCOVA) was employed to test main effects of marketing motive and ad appeal types on ad recipients' affective and cognitive ad attitudes, while controlling their environmental consciousness. Further, the study conducted a multiple regressions analysis to examine the influence of ad attitudes on respondents' intention to visit the hotel. The study found that a public-serving claim can yield more positive affective ad attitude than a firm-interested claim, regardless of ad image type (soft- or hard-sell image). The result also revealed that a soft-sell ad image can elicit more positive affective ad attitude than a hard-sell one. On the other hand, the study showed that consumers' affective and cognitive ad attitudes are significant predictors of behavioral intention (i.e., visit intention). The study provided theoretical and managerial implications for hospitality researchers and hotel marketers to effectively design hotels' green advertising to ultimately increase consumers' visit intention.

• Journal of Distribution Science
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• v.17 no.6
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• pp.57-63
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• 2019

Purpose - This research is to review the state of standard labeling compliance and identify the factors that are conducive to compliance with the Labeling Standards of the Health Functional Foods Act in internet distribution. Research design, data, and methodology - We checked 9 labels including product name, expiration date, manufacturing date, raw material, ingredient, operative dose, nutritional information, daily intake, and functional effect which are based on Labeling Standards of the Act from 100 health functional foods in the internet shopping malls. These 9 structure & function claims were compared using a Chi-square test. Results - There was a statistically significant difference in the use of standard labeling between domestic product and imported products (p<.001). The related strength between these two variables showed a moderate effect size. Also, there was a statistically significant difference between accredited advertising/unaccredited advertising distinction and use of standard labeling (p<.001). The related strength between these two variables showed a moderate effect size. Conclusions - The Labeling Standards of the Act were not followed and found to be related to imports or unauthorized advertising in internet distribution. The information displayed according to the Labeling Standards was only about 2 on the average, so many labels have been posted unreadably without arrangement.