• The Journal of the Convergence on Culture Technology
• /
• v.7 no.4
• /
• pp.659-665
• /
• 2021

Short video applications (e.g., TikTok, YouTube shorts) are growing quickly in terms of active users and usage time. Of course, advertising industry is utilizing the app as AD channel. The current study, however, argues that the effectiveness of ADs in short video apps are not articulated well and that precise research for measuring the effect is required. In this context, this study measured the effects of storytelling ad types(reality, parody, creative) and message sensation value(high vs. low level) on story transportation. The notable finding is that when creative storytelling ad type which requires more cognitive resources than other two types meets high level of message sensation value, ad viewers could reach cognitive overload state which induced low effectiveness of ad. As its result, the effectiveness of AD reduced. More specific theoretical discussion and suggestions for advertising producers are described.

• The Journal of the Korea Contents Association
• /
• v.15 no.3
• /
• pp.327-335
• /
• 2015

This study analyzed symbolically the TV advertisement of disabled model from the point of view of the advertising communication of the consumers. Depending on the characteristics of the semiotics square of Greimas, the flow of the value of consumption of people with TV advertisement of disabled model, protective value, non-protective value, existence value, non-existence value such as ${\infty}$ re-protective value in the presence value it will move the form. The results from this study showed that SK Telecom TV ad (wheelchair basketball) is existence value, the iPhone 4 (lovers) is non-protective value, Samsung Securities (campaign) is protective value and Sonata automotive TV ad (Sonata Touchable Music Sheet) shows the non-existence value.

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

• 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.

• Management & Information Systems Review
• /
• v.27
• /
• pp.31-52
• /
• 2008

Intangible Assets are more important determinants of firm value than others in a digital information-based economy(Lev, 2001). Prior research reveals that investments in intangible assets such as R&D and advertising expenditures are associated with firm value. This paper examines the effects of the corporate investments in the information technologies(IT) on stock return and economic goodwill. The sample consists of 152 firms listed on the Korean stock market in 2002. To test hypothesis We employed multiple regression models. Results are as follows; First, IT environment, IT process, and IT human resource are positively associated with firm's IT value. Second, firm's IT value is positively correlated with firm's economic goodwill. Third, firm's IT value is positively correlated with firm's stock return. These results suggest that the investments related with IT are effective in cultivating firm's value and Stock investors can make the best use of firm's announcements related with IT value. Thus the authorities concerned need to expand the public announcements related IT value.

• Journal of the Architectural Institute of Korea Planning & Design
• /
• v.35 no.1
• /
• pp.83-92
• /
• 2019

Advertising signboards are designed for the visibility to affects recall and recognition of costumers. It is well know that the visibility from images is created by the value difference among colors. The research defines whether the background color combination of outdoor signboards is configured to maximize visibility, by a series of color value variation in complex commercial facilities. The subject of study is to examine how the visibility is made by the color combination since visibility cannot be obtained independently. Two steps of analysis were performed to confirm that the color composition of signboards was based on the color value difference. The first is to analyze that the entire colors of signboards are clearly categorized as different value groups. All components of colors, hue, value and chroma had been analyzed by color aesthetic measures to prove that the value variation has the only regularity and the principle of composition. The second step is a further verification with an ample amount of samples to determine whether series of signboards create a value altering pattern. The data for analysis is gained by colorimetric survey and the color data are used for exponentializing the degree of combining, which shows selective affinity between each pair colors.

• Journal of Distribution Science
• /
• v.10 no.3
• /
• pp.43-50
• /
• 2012

This study sets out to examine how a brand image that matches the advertising model has a positive impact on brand attitude and price fairness perceptions. We reviewed the constructs on the basis of previous studies and each of the concepts has been redefined. One such concept, "image congruence," refers to the harmony, fitness, and matching quality of images. For example, how well celebrity advertising model is matches the brand image shows image congruence. Results are summarized as follows: First, the congruence of brand image and sports advertising model has no significant impact on brand attitude certainty and persistence. Second, the individual's brand attitude certainty and brand attitude persistence has a positive impact on the perceptions of price fairness. Third, the congruence of brand image and sports advertising model has a positive impact on the perceptions of price fairness. The first and the third results suggest that the positive impact on the price fairness perceptions is temporary but it has insignificant effects on the formation of brand attitude causing ongoing purchases. In other words, in order to influence consumers' long-term confidence on the brand, improving the quality of products or services has to precede promotional strategies such as advertising. When an advertising model is inappropriate for the brand image, consumers perceive product price changes as a negative issue in the short term. However, in the long term, attitude formation such as consumers' repurchase intentions and word of mouth will be not affected. The second result suggests that an already existing positive brand attitude can contribute more positively to change the perceptions of price fairness. In particular, attitude persistence has greater influence than attitude certainty on the price fairness. It suggests that persistence issues such as the trading period and the frequency of transactions must be managed and controlled because they are more important than the certainty issues such as strength of belief or trust. For example, when a commercial model for expensive sporting goods matches up with the brand image, consumer feels less pressure on the price changes. However, it does not determine the consumer's repeated purchases or sustainable transactions and it also has no absolute impact on the brand trust. In other words, consumer brand attitude should be recognized and approached as a routine strategy in view of the result that it is of great value as a causal variable in the process of consumer decision-making.

• The Korean Journal of Franchise Management
• /
• v.8 no.4
• /
• pp.7-19
• /
• 2017

Purpose - The purpose of this study is to investigate the effect of model attractiveness on brand attitude and purchase intention, and examine whether product-model match-up plays a moderating role in the relationship between model attractiveness and brand attitude and purchase intention. The model attractiveness is consist of psychological and physical attractiveness of the model. The authors investigate how product-model match-up influence the strength of the relationship between model attractiveness - brand attitude and purchase intention. The purpose of this is to test whether product-model match-up influence the form and effectiveness of a model attractiveness on brand attitude and purchase intention and suggest the effective and efficient methods in the model selection strategies to increase advertising effectiveness based on the results of this study. Research design, data, and methodology - The experimental design for this study was the between subject design based on 2 group of the psychological attractiveness(high vs. low) × product-model match-up(high vs low) and 2 group of the physical attractiveness(high vs. low) × product-model match-up(high vs low). And a preliminary investigation was conducted to develop experimental stimuli through manipulation check to enhance the external validity of experimental research. The attractiveness of the model and product-model match-up are independent variables and manipulative variables in presentation of experimental stimuli. The self-administered methode experiment was conducted on 300 subjects in four groups constructed according to the independent variables. Result - The findings provide partial support for a moderator for product-model match-up on the model attractiveness - brand attitude and purchase intention. First, the influence of psychological attractiveness and physical attractiveness on brand attitude and purchase intention was shown significant. Also, it was found that the average value of brand attitude and purchase intention according to psychological attractiveness was significantly higher than the average value of brand attitude and purchase intention according to physical attractiveness in additional analysis. Second, the average value of brand attitude and purchase intention were higher when product - model match-up was high in both high and low psychological attractiveness and physical attractiveness of the model. However, in the case of psychological attractiveness, the correlation effect with product - model match-up was significant, but in the case of physical attractiveness, it was not significant. Conclusions - The results of this study suggest that the attractiveness factor should be considered in selecting the ad model by verifying the effect of the attractiveness of the model on the advertising effect. In particular, this study has great significance both academically and practically in terms of suggesting such implications that the advertising effect of psychological attractiveness and physical attractiveness may be different depending on the product type by additional analysis.

• Archives of design research
• /
• v.17 no.1
• /
• pp.25-36
• /
• 2004

The purpose of this study is to analyse and interpret the way of differentiated expression and changing creative trend following 5-day workweek which has been recently adopted. For this aim 11 pieces of distinctive advertising text were analysed. The criteria for selection of analysing text were relativeness with 5-day workweek and cognitive inconsistency. These texts were negative phrases, exaggerated expression, and excessively humorous appeals. The study revealed the followings: First, 5-day workweek concerned advertising texts were considered as high attention getting and successful in stimulating advertising audiences' curiosity by using the elements opposing the value and belief system formed in the existing audience. Second, consumption-driving lifestyle was found in most expressions for credit cards advertising. Third, hedonic need-oriented lifestyle was typical in young consumer products category. Fourth, family centered lifestyle emphasized meaning of rest and solidarity of family.

• The Journal of Asian Finance, Economics and Business
• /
• v.6 no.2
• /
• pp.277-286
• /
• 2019

The study aims to analyze the influence of egoistic, altruistic and biospheric value on green functional benefit, green monetary cost, green satisfaction and green loyalty. The study analyzes the effect of green functional benefit and green monetary cost on green satisfaction and green loyalty, as well as green satisfaction on green loyalty. The study employs quantitative methods with customers who have green brand purchase experience in Indonesia. Non-probability sampling was conducted using purposive sampling method based on predetermined criteria, which are customers who have already purchase and use green brand products. A total of 402 samples were analyzed using Structural Equation Modelling. The result shows that the data support hypotheses on egoistic and biospheric value, hypotheses on green functional benefit effect to green satisfaction and green loyalty, as well as green monetary cost effect to green loyalty. The other hypotheses are not supported by data. As a conclusion, it is egoistic and biospheric value that has positive effect on green loyalty, while green functional benefit and green monetary cost act as mediation between the value orientation and green loyalty. As managerial implication, green brand marketing strategy should incorporate egoistic and biospheric values in messages in advertising and promotion.