• Journal of the Korea Convergence Society
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• v.11 no.11
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• pp.155-163
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• 2020

This study investigated experimentally how factors of SNS advertising attribute impact on advertising likeability and purchase intention according to use motive and use intensity of SNS. Firstly showing difference according to use motive of SNS, in user of motive to managing human relation, reliability of advertising contents has effect the largest and entertainment of advertising interest has effect also as important factor. In user of motive to sharing interest information, irritation of advertising on using SNS has effect the largest negatively and information of advertising's information offering capability has effect larger as positive factor. Next showing difference according to use intensity of SNS, in user of high intensity, reliability and information of advertising contents has effect larger than other factors. In user of low intensity, irritation of advertising has effect the largest negatively and other factors have effect very small. This results can provide a practical contribution that explains important factors in producing effective SNS advertising according to using behavior characteristics of SNS.

• International Area Studies Review
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• v.14 no.3
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• pp.312-338
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• 2010

This paper investigates the value relevance of advertising activity over the period from 2001 to 2009 in the listed Korean stock markets(KOSPI and KOSDAQ). In addition, this paper divide all sample firm into several subsample, based on R&D intensity and export ratio in total sales. The empirical result of this paper shows following two evidence; First, advertising intensity, which proxies for advertising activity, is significantly related to firm value at the 1% level of significance. Second, advertising activity of high R&D intensity and high export ratio sample firms has more significant value relevance than for firms with low R&D intensity and low export ratio. The empirical results suggest that moderation effect of R&D intensity and export ratio are very important factor in determining the value relevance of advertising activity.

• Asia-Pacific Journal of Business
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• v.14 no.1
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• pp.59-71
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• 2023

Purpose - The purpose of this study is to investigate the effect of corporate social responsibility (CSR) on firm performance in China, plus the moderating effects of advertising intensity and environmental pollution. Design/methodology/approach - We analyzed our dataset that consists of 188 public Chinese firms drawn from the Shanghai and Shenzhen exchanges during 2010-2020. Findings - Based on the stakeholder theory and signaling theory, we proposed the positive relationship between the CSR level and the firm performance. Further, we configured consumers and the government as major stakeholders in China, suggesting positive moderating effects of advertising intensity and environmental pollution, respectively. Research implications or originality - The results show that the CSR level increases the firm performance. The advertising intensity positively moderates the relationship between the CSR level and the firm performance, but there was no significant moderating effects of environmental pollution. The findings confirm the importance of consumers for the CSR stakeholders. While the Chinese government strongly reinforces environmental regulation, CSR itself does not seem to be the fine-aligned action prioritized for mitigating environmental pollution.

• Journal of Digital Convergence
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• v.16 no.11
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• pp.255-265
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• 2018

This study investigated what kind of message forms and information sources more effect according to SNS' type and use intensity. To this end, this study did experimental analysis using collected data by survey which manufactured message forms and situational contents of information sources. According to analysis results, the effect of message forms showed difference according to SNS' type and use intensity. Realistic message showed greater effect in interest-based SNS and high use intensity. Evaluative message showed greater effect in relation-based SNS regardless of use intensity. The effect of information sources showed difference according to SNS' type. Friend or college and knower showed greater effect in relation- based SNS, and company showed greater effect in interest-based SNS. In the case of use intensity, friend or college showed the greatest effect without difference. Such results can provide a practical contribution in planning SNS advertising strategy. Future Studies need to expand survey variously into SNS and subject.

• 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.

• Cartoon and Animation Studies
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• s.15
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• pp.179-192
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• 2009

This study investigates the effects of empathy responses towards animated spokes-characters in advertising on brand likability. This study also examines the mediating role of cognitive and affective responses towards character advertising in the effect process of empathy. Statistically, several significant results are found. First, empathy has positive effects on cognitive responses and affective responses. Second, both cognitive and affective responses have positive influence on brand likability, but the effects of cognitive responses show relatively weaker than those of affective responses. Third, empathy has a positive influence on brand likability mediated by cognitive responses, but affective responses as a mediator do not show statistically significant differences. The results of this study indicate consumers can have emotional responses to advertising characters just as they do to human information sources. And the results also imply that enhancement of the empathy intensity should be considered to make effective animated characters in advertising, and that advertising appeals should be practiced to form cognitive responses positively and strongly to strengthen consumers' empathy responses.

• Knowledge Management Research
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• v.10 no.3
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• pp.81-98
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• 2009

The purpose of this study is to investigate the effect of Hallyu(Korean Wave) and marketing mix elements on brand equity based on the Korean cosmetic brand in China Market. It will provide the constructive suggestions to build Korea brand equity in overseas market through empirical research. At the beginning of this study, in order to analyze the effect of Hallyu and marketing mix elements on brand equity, we studied literature reviews on relationships between brand equity and marketing mix elements, culture, Hallyu and its influences on marketing. And then, we set up the research model, hypotheses and variables. The chosen variables to investigate are price premium, price deals, store image, distribution intensity, advertising, Hallyu, perceived quality, brand loyalty, brand awareness/associations, and brand equity. The results of the study reveal that Hallyu and advertising had a positive influence on perceived quality, brand loyalty and brand awareness/associations, but the other marketing elements had partial influence. All of perceived quality, brand loyalty and brand awareness/associations showed positive effects on brand equity. Additionally, theoretical and managerial implications of brand equity and Hallyu based on the results of this study are discussed. And limitations and future research issues are also presented.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.17 no.4
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• pp.71-76
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• 2017

Visual perception is part of a field of study that examines the analysis and recognition of objects. There have been numerous studies on this topic, including research on the physiological and cognitive aspects of the visual system. Visual perception theory was established through such research efforts and the potential for its application in each field is being investigated. Mobile displays are a representative example of media in the new age. Therefore, this study is based on the understanding that research on visual perception must stress the importance of useful visual cognition. This study used displays to conduct legibility tests based on illumination intensity and contrast ratio. Two conditions relevant to legibility were tested 1) illumination intensity environment and 2) two luminance conditions proposed as measures to improve readability in existing mobile displays. The results of this study were analysed to determine the degree of legibility based on illumination intensity and contrast ratio, and measures for improving legibility were proposed.

• Asia Marketing Journal
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• v.15 no.3
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• pp.53-77
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• 2013

As advertising and promotions are categorized as operating expenses, managers tend to reduce marketing budget to improve their short term profitability. Gauging the value and accountability of marketing spending is therefore considered as a major research priority in marketing. To respond this call, recent studies have documented that financial market reacts positively to a firm's marketing activity or marketing related outcomes such as brand equity and customer satisfaction. However, prior studies focus on the relation of marketing variable and financial market variables. This study suggests a channel about how marketing activity increases firm valuation. Specifically, we propose that a firm's marketing activity increases the level of the firm's product market information and thereby the dispersion in financial analysts' earnings forecasts decreases. With less uncertainty about the firm's future prospect, the firm's managers and shareholders have less information asymmetry, which reduces the firm's cost of capital and thereby increases the valuation of the firm. To our knowledge, this is the first paper to examine how informational benefits can mediate the effect of marketing activity on firm value. To test whether marketing activity contributes to increase in firm value by mitigating information asymmetry, this study employs a longitudinal data which contains 12,824 firm-year observations with 2,337 distinct firms from 1981 to 2006. Firm value is measured by Tobin's Q and one-year-ahead buy-and-hold abnormal return (BHAR). Following prior literature, dispersion in analysts' earnings forecasts is used as a proxy for the information gap between management and shareholders. For model specification, to identify mediating effect, the three-step regression approach is adopted. All models are estimated using Markov chain Monte Carlo (MCMC) methods to test the statistical significance of the mediating effect. The analysis shows that marketing intensity has a significant negative relationship with dispersion in analysts' earnings forecasts. After including the mediator variable about analyst dispersion, the effect of marketing intensity on firm value drops from 1.199 (p < .01) to 1.130 (p < .01) in Tobin's Q model and the same effect drops from .192 (p < .01) to .188 (p < .01) in BHAR model. The results suggest that analysts' forecast dispersion partially accounts for the positive effect of marketing on firm valuation. Additionally, the same analysis was conducted with an alternative dependent variable (forecast accuracy) and a marketing metric (advertising intensity). The analysis supports the robustness of the main results. In sum, the results provide empirical evidence that marketing activity can increase shareholder value by mitigating problem of information asymmetry in the capital market. The findings have important implications for managers. First, managers should be cognizant of the role of marketing activity in providing information to the financial market as well as to the consumer market. Thus, managers should take into account investors' reaction when they design marketing communication messages for reducing the cost of capital. Second, this study shows a channel on how marketing creates shareholder value and highlights the accountability of marketing. In addition to the direct impact of marketing on firm value, an indirect channel by reducing information asymmetry should be considered. Potentially, marketing managers can justify their spending from the perspective of increasing long-term shareholder value.

• Journal of Korea Technology Innovation Society
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• v.13 no.1
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• pp.124-139
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• 2010

This study analyzes determinants of innovation in Korea manufacturing industries from 2005 to 2007. In order to do this, we use raw data from 'Korea Innovation Survey 2008: Manufacturing Sector' conducted by STEPI, and also collect financial statement data from Korea Investors Service. As an analytical method for the empirical test, we utilize Probit model. Empirical results show that firm size and market concentration have positive relationship with firm's innovation activities. These support the ‘Schumpeterian hypothesis’. This would be the most distinguished feature of this study compared to previous literatures.Our study also shows that R&D personnel ratio, R&D intensity, and advertising intensity have positive effects on firms' innovation. Thus, we can say that R&D activities and consumer orientation are the main determinants of innovation. However, profit ratio and growth rate do not have any statistically significant effect on firms' innovation.