• 한국체육학회지인문사회과학편
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• 제54권6호
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• pp.309-319
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• 2015

본 연구의 목적은 축구와 야구 시청 중 광고에 대한 지각된 침입성, 광고태도, 광고회피의 차이를 규명하고 변인간의 구조적 관계를 규명하는 것이다. 이를 통해 스포츠 시청자들에게 더 나은 광고 영상을 제공할 수 있는 자료 제시 및 스포츠를 통해 광고하는 기업의 광고 전략에 도움을 줄 수 있을 것이다. 조사대상은 편의표본추출법으로 B광역시 대학생 275명을 표집하여 설문지는 자기평가기입법으로 작성하였다. 연구 목적에 따른 결과를 도출하기 위해 IBM AMOS 20을 활용하였으며 확인적 요인분석을 실시하여 모형의 적합도를 검증하였으며, 변인간의 관계를 검증하기 위해 구조방정식모형분석을 실시하였다. 또한 IBM SPSS Statistics 21을 활용하여 기술통계분석, 빈도분석, 신뢰도분석, 독립표본 t-검증, 상관관계분석을 실시하였다. 연구결과 첫째, 야구시청자가 축구시청자보다 인지적 광고회피와 물리적 광고회피가 높은 것으로 나타났으며, 광고태도, 지각된 침입성은 차이가 없는 것으로 나타났다. 둘째, 지각된 침입성은 광고태도에 유의한 영향을 미쳤다. 셋째, 지각된 침입성은 광고회피(물리적 광고회피, 인지적 광고회피)에 유의한 영향을 미쳤다. 넷째, 광고태도는 인지적 광고회피에 유의한 영향을 미쳤다. 다섯째, 광고태도는 물리적 광고회피에 유의한 영향을 미치지 않았다.

• Asia pacific journal of information systems
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• 제25권2호
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• pp.337-355
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• 2015

The Internet has become one of the most important channels for people to communicate and for companies to implement their sales promotion activities, such as advertising. Marketing and advertising attempt to influence customers' attitude to persuade them to choose to buy the advertisers' products instead of the competitors'. With the different forms of online marketing, such as search engine marketing, email marketing, and mobile marketing, advertisers can find more effective strategies to attract the attention of more targeted audiences. With the emergence of the social web (web 2.0), a new platform was introduced called social networks. This paper presents the current work in internet marketing activities until web 2.0, and conducts a social network analysis to aid in data extraction. Marketing and advertising companies have understood the power of information for a very long time. The more knowledge these companies have on the demographics, consumer habits, and preferences of particular customer types, the more they can tailor their product offerings, and the more sales they can make. This paper aims to understand the internet marketing concepts as well as present challenges and work directions in internet marketing.

• 한국멀티미디어학회논문지
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• 제23권2호
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• pp.368-375
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• 2020

In this study, the area of interest(AOI) of Soju ad poster was tracked for analysis the time to frist fixation, the average of fixation duration and count by the study indexes. As a result of the analysis, Visual attention was higher the face than the body shape of the ad model. This means "when we look at printed ads, we see picture elements first, not language one" but language elements can't be overlooked either. Also, the importance of the model role could be verified by measuring the visual attention on the Soju ad poster. Based on the results of this study, if further research on ad posters is carried out and scientific and quantitative interpretation methods are presented, it can be used as product marketing data that can be reflected in ad model selection and poster design.

• 디지털콘텐츠학회 논문지
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• 제18권2호
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• pp.293-301
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• 2017

웹툰의 내러티브 속성이 설득 커뮤니케이션 상황에서 어떻게 활용되고 있는지 살펴보기 위해 구글 확장 검색을 실시하고, 수집된 112편의 광고를 내용분석하였다. 분석 결과, 첫째, 국내 웹툰 광고는 콘텐츠 게임, 화장품 패션 스포츠 부문, 정보통신 전기전자, 공익 및 교육 분야에서 많았다. 둘째, 최근 7년간 웹툰 광고 빈도가 증가하고 있으며, 2013년을 시점으로 신규 웹툰 광고물이 크게 증가하였다. 셋째, 태생별로 보면 브랜드 웹툰 유형이 가장 많았다. 넷째, 상업적 제품은 순정, 드라마, 일상, 부조리 장르 등에서 대체로 고르게 나타났으나, 공익적 제품은 일상 장르에만 나타나 공익 광고 전략이 편향되어 있었다.

• International Journal of Computer Science & Network Security
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• 제22권2호
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• pp.311-317
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• 2022

The research is devoted to the substantiation of the system approach to the involvement of digital marketing tools as a guarantee of international business development. It is proved that digital marketing, as a type of marketing based on the use of digital technologies allows to make a profit, to promote the brand, as well as goods and services in the market. The digital marketing toolkit system is a set of elements with existing relationships that ensure the effectiveness of the entire digital marketing, which in total is greater than its individual components. The implementation of a systems approach involves the implementation of the philosophy of digital marketing in general, its functions in the form of systems analysis, formation of strategic development goals and entry and promotion in the international market, preparation and implementation of tactical and strategic development plans.The use of such digital marketing tools as: content marketing, social media marketing, Email-marketing, targeted advertising, contextual advertising, media advertising, Search Engine Optimization, affiliate programs and the company's website is analyzed in detail.

• International journal of advanced smart convergence
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• 제12권3호
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• pp.175-185
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• 2023

As the era of ChatGPT and generative AI technologies unfolds, the marketing industry stands on the precipice of a paradigm shift. Innovations such as GPT-4, DALL-E 2, and Mid-journey Stable Diffusion possess the capacity to dramatically transform the methods by which advertisers reach and engage with customers. The potential applications of these advanced tools herald a new age for the marketing and advertising sectors, offering unprecedented opportunities for growth and optimization. Nevertheless, the rapid adoption of generative AI within these industries presents a unique set of challenges, particularly for organizations that lack the necessary technological infrastructure and human capital to effectively leverage these innovations. As a result, a competitive crisis may emerge, exacerbating existing disparities between well-equipped enterprises and their less technologically adept counterparts. In this article, we undertake a comprehensive exploration of the implications of generative AI for the future of marketing, examining both its potential benefits and drawbacks. We consider the possible impact of these developments on the advertising and marketing industries at large, as well as the ways in which professionals operating within these fields may need to adapt to remain competitive in an increasingly AI-driven landscape. By providing a holistic overview of the challenges and opportunities associated with generative AI, this study aims to elucidate the complex dynamics at play in the ongoing evolution of the marketing and advertising sectors.

• Journal of Information Technology Applications and Management
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• 제27권5호
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• pp.69-80
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• 2020

Recently, luxury brands are selling their products to consumers using their own direct online channels. In the online channel, marketing strategy through storytelling is needed because consumers do not have enough product experience. Therefore, luxury brands are actively utilizing social media and delivering stories includes their birth and growth. Unlike mass media, social media communicates with consumers more quickly and frequently and delivers the story of brand naturally. This study classifies luxury brands into four groups based on story recognition of luxury brands and self-esteem, and analyzes and materializes each group of the propensities of luxury brand consumption. It also tries to draw strategic implications for effective SNS advertising by analyzing narrative transportation on SNS advertising, interests in videos, and the interests in story based on these typified groups of luxury consumption. The result of the analysis shows that there is a difference in consumption propensity among consumers who were classified into four groups according to story cognition of luxury brands and self-esteem. There is also a difference in the response to narrative images through SNSs, such as narrative transportation, interests in videos, and interests in brand stories.

• 복식
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• 제64권1호
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• pp.18-30
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• 2014

As economy is growing and income level is increasing, more people are pursuing relaxation and leisure in their life. As the sports market in Korea is flourishing, sports wear companies have begun to focus marketing their brand by carefully selecting advertising models in order to get more exposure for their brands. The purpose of this study was to analyze, the effects of the advertising model types had on the company's brand recognition, and consumer subjectivity on consumer's preference and purchasing intention were studied. The subjects for the study were 260 men and women in their 20~30s living in Seoul and Gyunggi province. Three-way ANOVA was conducted for the data analysis. The results showed significant interactions between the three independent variables on preference. Although there were various advertising model types due to the improvement of media, (brand advertisement employing) the well known celebrity model was more effective for raising consumer brand awareness compared to non-celebrity models.

• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.439-447
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• 2020

The dynamics of communications powered by the Internet, specifically from the increased use of social media, has led marketers to find creative channels to engage with the customers. One of the recent channels, "branded entertainment", is becoming familiar as an advertising strategy in which the content presented is a marketing tool for the advertising of certain brands. The current study examined the case of a branded-entertainment channel and the mechanism of the advertising instrument that leads to purchase intention. The specific purpose of this research is to investigate whether there is evidence of the role of narrative transportation and the fantasy proneness leading towards purchase of the brand advertised. To arrive at the conclusion, the study using web series sponsored by an artificial sweetener brand and employs a quantitative survey to question the audience. The findings contribute toward the understanding of how consumers respond to branded entertainment via video-sharing platforms. It is indicated that the stories presented in the web series can stimulate the audience to fantasize. Thus, the advertising message conveyed through narrative persuasion can form a favorable attitude toward the brand, which leads to intention to purchase. Practical elements are identified along with limitations and future research suggestions.

• 산경연구논집
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• 제14권10호
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• pp.11-22
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• 2023

Purpose: This study aims to investigate how brand-related user-generated content (UGC) influences consumers' brand attitude and behavioral intention in the context of the Metaverse, and the mediating role of virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising. Research design, data and methodology: The study was conducted using a survey with 239 questionnaires from frequent social media users in China and hypothesis testing through AMOS 26.0 structural equation modeling. Results: The findings suggest that (1) brand-related UGC positively influences brand attitude and behavioral intention through virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising. (2) The study identified the fully-mediated effects of virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising in the impact of brand-related UGC on brand attitude and behavioral intention. (3) The mediating pathway with the most significant impact on behavioral intention was the virtual brand experience and attitude toward the advertising, followed by the effect of the virtual brand experience, perceived information usefulness, and perceived interactivity on brand attitude. Conclusions: This study presents UGC as a new type of digital promotion that can positively impact the effectiveness of brand advertising in the Metaverse.