• Journal of the Korea Society of Computer and Information
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• v.29 no.3
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• pp.199-216
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• 2024

This research examines the factors influencing consumer purchase intentions in e-commerce live streaming, set against the backdrop of the internet celebrity economy. The investigation serves as a pivotal inquiry into the dynamics of this economy, striving to uncover the extent of internet celebrities' influence, particularly in terms of their economic impact. Employing the Emotional Behavioral Cognitive (ABC) attitude theory and the Stimulus Organism Response (S-O-R) theory as foundational frameworks, this study scrutinizes internet celebrity live streaming sales. It incorporates direct observations and leverages existing scholarly work to devise a tailored measurement scale and questionnaire. From this, a research model and hypotheses are developed, leading to the establishment of an empirical model. This empirical model is instrumental in statistically analyzing how e-commerce live streaming, within the internet celebrity economy context, shapes consumer purchase intentions. By integrating theoretical insights and empirical findings, the research elucidates the strategic dimensions and consumer behavior aspects in digital commerce. It enhances understanding of how internet celebrity influence intersects with consumer purchasing processes. Overall, this study contributes to the academic discourse on digital marketing and consumer behavior, providing a nuanced perspective on the mechanisms through which internet celebrities affect e-commerce. It offers valuable implications for marketers, strategists, and policymakers aiming to navigate the complex landscape of the internet celebrity economy.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.3
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• pp.477-488
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• 2009

As the Korean cultural contents, such as drama, films, music, gained popularity in China, Korean fashion brands used Korean celebrities as their models to as a sales promotion strategy for Chinese consumers. With the point of view that the advertising model as a human capital as well, the purpose of this study is to investigate the factors of attributes of Korean celebrity advertising model, and to analyze effects on fashion brand recognition, preference, trust and purchase intention. With convenience sampling, the research surveyed Shanghai consumers in their 20's to early 30's who had purchased Korean fashion items. The 291 responses were analyzed by frequency analysis, reliability test, factor analysis, multiple regression analysis, The results are as follows. Frist, Korean celebrity advertising model attribute factors were divided into similarity, familiarity, popularity, attractiveness and trust. Second, the brand recognition was affected by similarity, familiarity and popularity factors, and the brand preference was affected by similarity, familiarity, popularity and attractiveness factors. Third, the trust of Korean fashion brands was affected by similarity, familiarity, attractiveness, trust, brand recognition and brand preference. Lastly, the intention to purchase Korean Fashion brand was affected by similarity, familiarity, attractiveness, brand recognition, brand preference and brand trust.

• Journal of the Korea Convergence Society
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• v.11 no.8
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• pp.99-106
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• 2020

The purpose of this study is to find out whether image similarity between celebrities and brands on social network service be a determinant to predict advertising effectiveness. To this end, an advertising effect prediction model for celebrity endorsed advertising was created and its validity was verified through a machine learning method which is a big data analysis technique. Firstly, the celebrity-brand image similarity, which was used as an independent variable, was quantified by the association network theory with social big data, and secondly a multiple regression model which used data representing advertising effects as a dependent variable was repeatedly conducted to generate an advertising effect prediction model. The accuracy of the prediction model was decided by comparing the prediction results with the survey outcomes. As for a result, it was proved that the validity of the predictive modeling of advertising effects was secured since the classification accuracy of 75%, which is a criterion for judging validity, was shown. This study suggested a new methodological alternative and direction for big data-based modeling research through celebrity-brand image similarity structure based on social network theory, and effect prediction modeling by machine learning.

• Fashion & Textile Research Journal
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• v.22 no.2
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• pp.192-201
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• 2020

This study examined the relationship between Korean male consumers' perceptions of marketing promotion investment such as advertising expenditure and celebrity endorsement are the brand equity elements. It also compared if there were differences on this research model and two groups that selected Korean or foreign country-of-brand-origin in fashion product purchasing. Online survey responses from 414 Korean men in their 20s-30s were analyzed using confirmatory factor analysis (CFA) and structural equation modeling analysis (SEM). Perceptions of advertising expenditures were found to be positively related to brand association in only the group that selected Korean country-of-brand-origin. The results showed a non-significant effect of perceptions for advertising expenditures on perceived product quality in both groups that selected Korean or foreign country-of-brand-origin. The results indicated that celebrity endorsement had a significant effect on brand association for the two male consumer groups. The results also demonstrated that the relationship of celebrity endorsement and perceived quality was significant in only a group that selected Korean country-of-brand-origin. The results also revealed that the effect of brand association and perceived product quality on brand preference was significant in both male consumer groups. This study has useful managerial implications for enhancing the effectiveness of investment in advertising activities.

• The Journal of the Korea Contents Association
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• v.18 no.7
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• pp.74-83
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• 2018

This study analyzed the differences in effectiveness between celebrity and consumer endorsers by type of story in storytelling ads. A $2{\times}2$ factorial design experiment was conducted: the type of advertising endorser (celebrity, consumer) and the type of story (life experience, brand myth). 200 women in their 30s and 40s participated in an online survey. Study shows that for a life-experience ad, the consumer model has higher advertising effectiveness than the celebrity endorser for all three dependent variables : ad attitude, brand attitude, and purchase intent. In the case of brand-myth ad, the celebrity endorser had more favorable ad attitude than the consumer endorser did, while there was no difference in brand attitude and purchase intent. The theoretical and practical implications of the study were discussed in the conclusion.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.10
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• pp.1658-1670
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• 2010

This study investigates the differences in advertisement attitude, brand attitude, and purchase intention based on advertising model and consumer product involvement. A total of 100 respondents in high involvement and 100 respondents in low involvement categories were exposed to the advertisements of a cosmetic brand using 4 different model types: celebrity endorser, expertise endorser, ordinary person as an endorser, and no endorser. The experiment was planned as $2{\times}4$ types including high/low involvement and 4 different model types (25 respondents each). After looking at an advertisement for 1 minute, respondents were asked to answer a survey measuring advertisement attitude, brand attitude, and purchase intension. The results of this study showed that 6 hypotheses were supported and there was a significant difference between the high involvement and low involvement group depending on the advertising models used as well as the advertisement that influence advertisement attitude, brand attitude, and purchase intension. High involvement consumers showed the most favorable advertisement attitude on an advertisement with an expertise endorser, but low involvement consumers showed the most favorable advertisement attitude on an advertisement with a celebrity endorser. High involvement consumers showed the most favorable brand attitude on an advertisement with an expertise endorser whereas low involvement consumers showed the most favorable brand attitude on an advertisement with a celebrity endorser. High involvement consumers showed the highest purchase intention on an advertisement with an expertise endorser whereas low involvement consumers showed no difference in purchase intention depending on advertisement models. This study shows that marketers should differentiate advertising strategies based on consumer involvement.

• Journal of the Korean Society of Costume
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• v.64 no.1
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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 the Korea Contents Association
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• v.18 no.7
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• pp.103-119
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• 2018

This study explored news coverage on the sex crimes and analyzed news by network analysis and frame analysis based on the layered model to compare news coverage on the celebrity. As a result, in case of celebrity the broadcasting focused more and the tone of news is more sensational. The news in ground wave broadcasting more detailed on the sex crimes. It blamed the An, the governor of Chungnam more and the news is more sensational by interviewing marginal man. In #Metoo case, broadcasting news focused on the offender. The title of case name and the headline are framed based on the offender. Especially consensual relationship frame is dominated in the sex crime news. This study also can see the offender blaming frame and in the viewpoint of agenda-setting. It is difficult to find the cause of #Metoo movement and the structural approach on the case. This study highlighted the importance of layed model when analyzing the sex-crime news related with #Metoo movement.

• The Journal of the Korea institute of electronic communication sciences
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• v.13 no.4
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• pp.765-776
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• 2018

Artificial Intelligence is a rapidly growing technology with the latest developments in computing technology and is considered as one of the next major technologies. Chat-Bot is a system that is designed to respond to user's input according to the rules that are set up in advance and it provides more services through simple and repetitive tasks such as counseling, ordering and others. Accordingly, the study aims to present a model of a celeb-bot using Artificial Intelligence. Celeb-Bot is a combination of Celeb, which are short for Celebrity and Chat-bot. Celeb-Bot provides a Chat-Bot service that allows people to talk to a celebrity. The celeb is the best thing to build a relationship and has the advantages of being accessible to anyone. At the same time, Artificial Intelligence is a technology that can be seen as a person, not a product. Based on this, we believe that Celeb's Characteristic and Chat-bot based on artificial intelligence technologies need to be combined, so variety of products can generate synergy. It is predicted that there will be variety of derivatives that utilize this technology, and it is going to present a celeb-bot model accordingly.

• Journal of Distribution Science
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• v.11 no.11
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• pp.77-82
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• 2013

Purpose - This study investigated whether there are differences in advertising effects depending on the type of advertising, divided into public service announcements (PSA) and commercial advertisements, and the form of advertising model. Research Design, Data, and Methodology - By investigating the difference in advertising effects due to the type of advertising and form of advertising model, the study was expected to reveal the optimal advertisements for achieving the desired advertising effects. The subjects were Jangan University students in their first and second year, with 102 copies of the survey questionnaire received for analysis. Results - The findings were different for the celebrities, professionals, and CEOs, except for the PSA; further, they were different among celebrities, professionals and the other types of model, except CEO, in commercial advertising. Simple regression results showed that both the professionals and CEO models had a positive impact on the effect of advertising in the case of the PSA. Conclusion - These results suggested that appropriate selection of the form of advertising model is a very important factor. Conversely, it has been suggested that the celebrity model is the most effective, reflecting the trend for commercial advertisements.