• International Journal of Contents
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• 제10권4호
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• pp.23-29
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• 2014

Online video advertising is now an increasingly important tool for marketers to reach and connect with their consumers. The purpose of this study was to empirically investigate the impact of video format on online video advertising. More specifically, this study aimed to explore whether online video quality and image size influences viewer responses toward online video advertising. By conducting an experimental study on YouTube, the results suggested that enhanced video quality of online advertising may have an important impact on effectiveness of the advertising, and the concept of presence is a key to understanding the effects of enhanced video quality in online advertising.

• International Journal of Internet, Broadcasting and Communication
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• 제13권2호
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• pp.267-275
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• 2021

The advent of the "un-tact 2.0 era," described as a "new normal non-face-to-face social relationship," accelerates the transformation of the living paradigm as a fully digital mediated social relationship. The emergence of these new forms of digital behaviors and mediated relationships significantly influences the industry prospect and consumers' individual lives. Advertising has played a decisive role in moving the formation forces of society, creating a dynamic flow of the capitalist system across races and geographical boundaries. Its role will become more fundamental in the physical contactless environment due to the COVID-19 outbreak. Accordingly, advertising has changed and modified its shape and meaning throughout history to adapt to the dynamic external environment. In this article, we illustrated four primary stages of the evolution in the advertising industry from simple advertising to convergence of advertising. Finally, we also identified the challenges of the present advertising industry and the paradigm transformation of "un-tact 2.0" with various related examples.

• International Journal of Internet, Broadcasting and Communication
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• 제15권3호
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• pp.135-148
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• 2023

The Code of Ethics for Newspaper Advertising in Korea, first implemented in 1976 and subsequently revised in 1976, 1996, and 2021, is a critical regulatory instrument for the country's advertising sector. However, the specialized domain of "advertising ethics," particularly the "code of advertising ethics," remains under-explored. This research addresses this scholarly gap, providing an empirical analysis of the 2021 amendment's revision trajectory. This study employs a robust methodological approach, integrating expert interviews and small-group AHP-based surveys. This approach allows for a comprehensive understanding of the revision needs, referencing existing ethical codes studies, and comparing similar ethics codes nationally and internationally. The research further investigates key challenges such as personal data protection and copyright issues in the rapidly evolving digital media landscape, while preserving the existing code's inherent value. The findings are expected to significantly contribute to the emerging field of advertising ethics in Korea, offering practical implications for future code revisions.

• 융합경영연구
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• 제12권1호
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• pp.77-88
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• 2024

Purpose: By studying the effects of SNS advertising characteristics and SNS advertising music characteristics conducted by companies on advertising preference and advertising effects, we would like to suggest a plan for effective SNS advertising operation. Research design, data and methodology: In this study, a total of 483 surveys were collected for college student consumers in their 20s who had experience seeing advertisements on SNS, and 458 were used for the final analysis. In addition, the collected questionnaire data were analyzed using statistical programs SPSS 24.0 and AMOS 24.0, and Sobel Test was performed through structural equation modeling and regression analysis. Results: Advertising preference, purchase, and recommendation intentions increased as consumers who saw advertisements on SNS perceived the characteristics of advertisements (information, entertainment, individuality, and interactivity). However, advertising preference was not formed by SNS advertising music characteristics (fun, information delivery, unconscious stimulation, and emotional homogeneity). In addition, the higher the perception of SNS advertising music characteristics (fun, information delivery, unconscious stimulation, and emotional homogeneity), the more advertising effects such as purchase and recommendation intentions were linked, and the higher the perception of SNS advertising music characteristics (fun, information delivery, unconscious stimulation, and emotional homogeneity), the more advertising effects such as purchase and recommendation intentions could be created. Finally, it was confirmed that advertising preference had a partial mediating effect between SNS advertising characteristics and advertising effects, and between SNS advertising music characteristics and advertising effects. Conclusions: Unlike previous studies that have investigated the causal relationship of advertising effects according to sub-factors such as SNS advertising characteristics and SNS advertising music characteristics, it is significant in that it analyzes the variables used in the study as secondary factors.

• International Journal of Human Ecology
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• 제15권1호
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• pp.64-71
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• 2014

This study empirically compares the influence of sex-appeal fashion Point-of-Purchase (POP) types on attitude towards advertising. It also highlights the moderating roles of gender and the level of sensation seeking. Three sex-appeal fashion POP types (nude/semi-nude/body conscious) were developed for this study and the interaction effect of the types of sex-appeal fashion POP advertising and gender was tested. In addition, interaction effect of the types of sex-appeal fashion POP advertising and the level of sensation seeking (high/low) was tested. The results found that gender influenced consumer attitudes toward sex-appeal fashion POP advertising type. Male consumers showed a more favorable attitude toward advertising for the nude type than others; however, female consumers showed a more favorable attitude toward advertising for semi-nude and body conscious type than the nude type. The results also found a significant two-way interaction effect of sexual POP advertising types and sensation seeking on attitude toward POP advertising. High sensation seekers preferred nude and semi-nude type POP advertising to body conscious POP advertising. It is useful to investigate how various marketing factors support attitude toward POP advertising in the context of sexual fashion POP advertising and which factors exert the strongest influence within different degrees of nudity.

• International Journal of Contents
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• 제15권3호
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• pp.21-31
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• 2019

This study employs an experimental design to investigate the conditions under which the use of AR may be particularly effective or rather ineffective in advertising contexts. We first discuss the inconsistent results regarding the effectiveness of AR on advertising message comprehension and argue that these inconsistencies can be at least partly explained by the moderating effect of an individual's resistance to innovation (i.e., AR technologies). We then provide statistically significant interaction effects between ad types (AR-based, traditional 2D) and innovation resistance. Finally, we suggest that the effect of AR on certain variables is constrained or unconstrained by an individual's level of receptivity or resistance to a new technology-based advertising platform, and that flow experience is equivalent regardless of these levels.

• International Journal of Internet, Broadcasting and Communication
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• 제13권4호
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• pp.169-175
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• 2021

The purpose of this study was to investigate the relationship between the formation of advertising attitudes and purchase intentions for users' products according to the difference in engagement of SNS sports advertisements and provide them with evidence to suggest directions for SNS sports advertising strategies. For this purpose, after establishing a hypothesis between engagement, advertising attitude, and purchase intention, a questionnaire was distributed to employees of sports administration organizations that have experienced or are using SNS and statistically processed using 460 copies of self-administeration. Through this process, we obtained the following results. First, it was found that engagement had a significant effect on advertising attitude. Second, it was found that engagement had a significant effect on purchase intention. Third, it was found that advertising attitude had a significant effect on purchase intention. From the results of this study, it can be seen that the SNS sports advertisement engagement has a positive effect on the attitude and purchase intention of advertisements conducted on SNS. In other words, it should be actively used to increase more efficient advertising attitudes and purchase intentions through this identified engagement.

• International journal of advanced smart convergence
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• 제12권2호
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• pp.1-16
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• 2023

Influencer advertising, which has gained significant attention in academia and industry, is widely adopted as a digital marketing strategy. This study empirically analyzes the impact of perceived influencer channel attributes and ad attributes on the suitability of advertisements and their effects on consumers' positive and negative advertising behaviors. The research aims to identify various factors that can enhance the effectiveness of influencer advertising. The results reveal that among the influencer channel attributes, informativeness and intimacy have a positive impact on ad suitability, while ad clutter has a negative impact. Additionally, ad-influencer fit positively affect ad attention and negatively influences ad avoidance. Based on these findings, companies can enhance the effectiveness of influencer advertising by first selecting influencers who align well with the advertisement and emphasizing informativeness and emotional bonding to improve ad suitability. Moreover, the study suggests that influencer advertising strategies can be effective as long as they avoid excessive ad clutter, as it diminishes ad suitability. Marketing practitioners and advertising planners can utilize these insights to formulate more effective influencer advertising strategies.

• International Journal of Advanced Culture Technology
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• 제10권1호
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• pp.196-203
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• 2022

Developing smart cities increasingly relies on metaverse technology. This has become much more apparent in the post-COVID-19 pandemic urban environment. The demand for fast processing of huge amounts of data and the convergence of various media types is essential for keeping city residents well-informed and safe. This paper builds on recent research on metaverse, smart cities, and digital outdoor advertising media. It proposes that "space culture media", which collectively functions by using physical or virtual spatial information, will play a key role in the smart city, functioning as an augmented city. Specifically, this paper deals with significant issues related to the smart city changes created by tecoration, a metaverse urban media space facilitated and enhanced through digital outdoor advertising.

• Asia Marketing Journal
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• 제19권2호
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• pp.63-80
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• 2017

This study investigated the impact of advertising of socially controversial products on its endorsers and products, and the role of media in moderating the results. Using the source credibility model with 174 survey samples, advertising of controversial products as a form of product placement (PPL) was found to have negative impact on consumers' attitude toward the endorsers. The results also confirmed that the moderating effect of media credibility on consumers when developing perceptions toward the endorsers. The results suggest marketing managers to use endorsers with careful consideration in designing advertising messages for socially controversial products, especially when delivered as a product placement on television.