• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.3
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• pp.113-124
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• 2018

The objective of this study is to examine the effectiveness of signals and advancing our understanding of the relationship between ratings and audience decisions based on the signaling theory. Though many studies argue that information asymmetry affects decision making, few studies have examined two key signaling factors: its potential to have multiple sources and the effect of time on its effectiveness. This study examined how experts' and the general audience's ratings affect decision making. We also considered change patterns in ratings to explore how time effect on ratings affect selection behavior. We tested our hypotheses using the latent growth model based on signaling theory and behavior approaches. The results show that a general audience's ratings is perceived as more credible than are those of experts and that audience members are significantly affected by upward patterns in ratings. The findings suggest that general audiences play a critical role as signal providers. Thus, market participants such as producers should pay more attention to the general audience's ratings in order to increase revenues. They should also consider the time effect of signaling, such as upward trends in ratings.

• The Journal of the Korea Contents Association
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• v.19 no.11
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• pp.46-56
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• 2019

This study aimed to understand the value pursued when consuming performances for classical music performance audiences, to identify the difference in influence by type, and to expand into the base of academic research focusing on audiences who are consumers in classical music performances, which was the existing supplier-centered. Also, this study tried to verify the effect of consumption value on flow and satisfaction. and we aimed to prove whether consumption value leads to re-spectating intention through structural relationship. For this purpose, a survey was conducted on the audience who watched classical music performances within one year by applying consumption value theory, and the analysis was conducted using smartPLS 3.0. As a result, functional value and emotional value had an effect on flow. The second one is that functional value had a positive effect on satisfaction. The third fact is that social value had a negative effect. Overall, the structural relationship between flow, satisfaction, and re-spectating intention had a strong effect on each other. Implications of this study are that the market characteristics and current status of classical music performances were examined, and that an effective marketing strategy to increase the re-spectator rate was sought by finding out the factors of audience's consumption value that affect viewing satisfaction.

• (The) Korean Journal of Advertising
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• v.28 no.6
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• pp.7-34
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• 2017

The debate surrounding advertising effectiveness is not to be overstated as a major source of advertising research. However, there is still a lack of discussion on the model for measuring the effects of government and public service advertising. This study focuses on this point and develops an index model that can evaluate government advertising. For this purpose, we conducted a survey of 800 respondents in 7 major cities. Based on the creativity evaluation factors (originality, clarity, and appropriateness) of government advertising and the evaluation factors (interest, avoidance, and relevance) of policy contents, a causal model that affects the cognition, attitude, and behavioral responses of the audience was set up. As a result of analysis, originality, clarity, interest, and relevance except for appropriateness and avoidance were meaningful variables for creating government advertising effect such as policy understanding, audience attitude, word of mouth intention of policy. In addition, policy understanding and audience attitude were the main mediating variable influencing the word of mouth intention of policy. Based on research results, this paper discussed the direction for creating effective government and public service advertising in the future.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.338-349
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• 2022

The purpose of this study is to verify the factors that have the impact on Vietnamese female consumers' attitude towards PPL and purchase intention on products in K-Drama. Additionally, the current study aims to discover the moderating effect of usual perception on PPL and the effect of usual flow level on the effects of PPL informativeness and intrusiveness. The existing PPL related research have focused on the effect of the domestic contents on the domestic consumer. However, it is significant that this study examines the impacts of domestic contents on foreign audience' purchase intentions on advertised products. The empirical results are as follows. First, informativeness has positive impacts on attitudes towards PPL and purchase intentions on products. Second, intrusiveness has negative impacts on the outcome variables. Third, attitudes towards PPL shows positive effect on purchase intentions on products. Lastly, the research revealed some interesting evidences on the moderating effects of usual perception on PPL and usual flow level on the main effects.

• Smart Structures and Systems
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• v.24 no.4
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• pp.507-524
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• 2019

A Bayesian dynamic linear model (BDLM) is presented for a data-driven analysis for response prediction and load effect separation of a revolving auditorium structure, where the main loads are self-weight and dead loads, temperature load, and audience load. Analyses are carried out based on the long-term monitoring data for static strains on several key members of the structure. Three improvements are introduced to the ordinary regression BDLM, which are a classificatory regression term to address the temporary audience load effect, improved inference for the variance of observation noise to be updated continuously, and component discount factors for effective load effect separation. The effects of those improvements are evaluated regarding the root mean square errors, standard deviations, and 95% confidence intervals of the predictions. Bayes factors are used for evaluating the probability distributions of the predictions, which are essential to structural condition assessments, such as outlier identification and reliability analysis. The performance of the present BDLM has been successfully verified based on the simulated data and the real data obtained from the structural health monitoring system installed on the revolving structure.

• Journal of Digital Convergence
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• v.16 no.5
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• pp.145-152
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• 2018

This study was conducted to review whether there is a difference in the audience effect of advertisements of IoT products across different levels of sensory innovativeness. For the study, a total of 128 male and female university students and three advertisements of IoT products were selected. The study findings show that consumers with a higher tendency in purusing sensory innovativeness are more likely to rate more positively the perceived usefulness of the product and the attitude towards the product as shown in the advertisement. This finding is meaningful in that it was concluded from an empirical study at a time when studies on advertisements of IoT products are lacking. The study is also expected to provide beneficial insights into effective execution of advertisements of new technologies and establishment of marketing strategies. Follow-up studies that take into account a wider range of variables representing sensory innovativeness in consumers are suggested.

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.409-420
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• 2018

The decision to actively reveal oneself as a consumer on social media depends on whether the focus is more on positive rewards than negative threats associated with self-presentation, that is, who the other party is in that relationship. The audience of self-presentation could also be divided into expressive and instrumental ties: work partners can be classified as an audience of instrumental ties, whereas school friends can be regarded as an audience of expressive ties. This study accordingly predicted that people would focus more on prevention of negative threats than positive reward, exhibiting defensive self-presentation in relationships with strong instrumental ties because the fallout from negative threats due to failed self-presentation have a more detrimental effect than a positive reward from successful self-presentation. The empirical findings thereby indicated that as the proportion of coworkers increased among Facebook friends, the mediation effect through defensive self-presentation increased, whereas such effect through acquisitive self-presentation decreased.

• Asian Journal for Public Opinion Research
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• v.11 no.4
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• pp.304-326
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• 2023

News shows often deliver crosscutting information to their audiences by inviting commentators from rival political parties. If these news shows foster the formation of informed and balanced views of the audience, mass media could provide countermeasures against political polarization. To test the effect of such news shows, this study conducted an experiment with two variants of a simulated radio talk show. In the partisan scenario, the two guest commentators' affiliations suggested their ideological orientation. In the non-partisan scenario, the commentators had neutral affiliations. We divided participants into two ideology groups, liberals and conservative, and compared each group's evaluation of the commentators in the two scenarios. Two multivariate analysis of variance (MANOVA) tests were conducted to analyze the effect of the perceived ideology of the commentators on respondents' attitudes toward the commentators' arguments depending on their own ideological inclinations. The analyses results did not support the hypothesis that anticipated partisan attitudes towards the commentators' arguments. It was only the liberal respondents who showed statistically significant different attitudes toward commentators' arguments in each of the two scenarios. The findings suggest that such broadcast shows do not automatically trigger partisan message processing and may help the audience to develop informed and balanced opinions. While the current study failed to find conclusive evidence to support the hypotheses, it also found that the perceived ideology of the information source may trigger partisan attitudes for certain types of issues. Future studies with different experiment designs are needed to investigate the issue further.

• Journal of Digital Convergence
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• v.15 no.4
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• pp.413-419
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• 2017

This experimental research explores the effect of low attention of movie audience on the experience of presence, the degree of emotional touch, and memory about movie contents, because of indiscreet use of smart phone. This study measured and analyzed the experience frequency of presence, degree of emotional touch and recognition memory about movie contents by self report survey, after showing 2 subject groups consisting of 83 University students, one with not manipulated attention, the other with manipulated attention, using smart phone intentionally. This research found that the subjects exposed to the movie with not manipulated attention showed more presence experiences, and higher degree of emotional touch than the subjects exposed to the movie with manipulated attention. However meaningful difference of recognition memory was not discovered between the 2 groups. The result of this research can have a meaning because proceeding studies about presence effect of movie mainly dealt with the effect of HDTV, 3D image, stereo sound on the experience of presence, arousal, pleasure of movie audience and it is difficult to find studies about the relation between attention of movie audience and the experience of presence, emotional touch, and memory.

• Journal of Venture Innovation
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• v.6 no.2
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• pp.1-19
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• 2023

This study was conducted to empirically analyze the impact of issue leadership and learning agility on the innovation behavior of startup employees. Issue leadership was subdivided into issue creation, audience engagement, and issue execution. Learning agility was subdivided into five factors: feedback seeking, information orientation, reflection, experimentation, and agility. The survey was conducted among employees working in startups. In this study, 300 valid surveys were analyzed. Hierarchical regression was used to test the hypotheses. The results of the empirical analysis were as follows Among the sub-factors of issue leadership, issue creation, audience engagement, and the sub-factors of learning agility, information orientation, reflection, experimentation, and agility had a significant positive effect on startup employees' innovation behavior. On the other hand, issue execution, a subcomponent of issue leadership, and feedback seeking, a subcomponent of learning agility, did not have a significant effect on innovative behavior. In addition, the magnitude of the effect on innovative behavior was in the order of experimentation, agility, issue creation, information orientation, audience engagement, and reflection. Therefore, this study on the effect of issue leadership and learning agility on innovative behavior concludes that issue creation, audience engagement, information orientation, reflection, experimentation, and agility play an important role.