• International Journal of Internet, Broadcasting and Communication
• /
• v.16 no.2
• /
• pp.185-192
• /
• 2024

Both message appeals and individual characteristics can influence the effectiveness of sustainable product promotions. Applying the agency-communion orientation to the advertising message research context, this study examined the interplay between message appeals and agency-communication orientations in impacting purchase intentions. The findings from a 2 (message appeal: self-interest vs. public-interest message) × 2 (motivational orientation: agency vs. communion) experiment revealed a communion-over-agency effect on consumer purchasing decisions for public-interest message appeals. In the self-interest message condition, we found no statistically significant difference in impact between agency and communion on purchase intentions. In short, we contribute to advertising effectiveness research by showing that agency-communion orientations moderate the effect of message appeals. We also explain the practical implications of these findings for effective sustainable communication in advertisements based on individuals' motivational orientations.

• International Journal of Computer Science & Network Security
• /
• v.23 no.12
• /
• pp.137-144
• /
• 2023

The relevance of the research topic lies in the necessity to use social networks as innovative tools of marketing communications. A wide audience and the ability to segment the market for a specific consumer determine the construction of a corporate strategy, which will be based on using the social networking approach. The spread of the global coronavirus pandemic has led to the rapid development of remote communication channels between the company and the customer. The issue of using marketing tools in social networks acquires the most urgent importance in the modern world of the introduction and implementation of the company's marketing strategies. The purpose of the academic paper is to study the use of social networks as features of implementing the marketing campaign. Social networks are the result of the development of digital technologies and the processes of creating an information society involved in the digital space. The objectives of the research are to analyse the opportunity of using social networks as a tool for marketing communications and their implementation at the level of its widespread use by enterprises and establishments. It is significant to create an advertising campaign by defining the target audience and outlining the key aspects, on which the company is focused. The research methodology consists in determining the theoretical and methodological approaches to the essence of introducing social networks and their practical importance in the implementation of marketing activities of companies. The obtained results can significantly improve the quality of functioning of modern enterprises and organizations that plan to master a new market segment or gain competitive advantages in the existing one. The academic paper examines the essence of social networks as a tool of marketing communications. The key principles of the development of digital social platforms were revealed. The quality of implementing the advertising campaign in the social network was studied, and further prospects for the development of using social networks as a component of the marketing strategy were outlined. Therefore, the academic paper analyses the problems of using social networks as a marketing tool.

• International Journal of Computer Science & Network Security
• /
• v.21 no.4
• /
• pp.178-185
• /
• 2021

The emergence of social networks has led to the flourishing of a new golden era of branding, which is a challenge for companies due to the need for creative positioning of companies with an emphasis on building trust and loyalty to the brand. Consumers are becoming more demanding and due to a wide range of products in different markets, make demands that are more stringent on companies. The goal of this article was to study the main trends of branding and advertising on social networks to develop a new approach to brand promotion. Methodology. The quantitative and qualitative research design was used to determine the main trends in branding and advertising on social networks. The methodology included the following methods: 1) analysis of the relationship between brand value and brand content strategy, 2) content analysis of the content of companies in social networks on the example of 10 world-famous brands with the highest value. The results allowed forming the criteria of effective content and communication: simplicity of content and simplicity of communication, lack of direct advertising of products, emphasis on global socio-economic problems and social orientation, unobtrusive communication, content creativity, indirect information about the product or work, the history of the company's development through various tools. The main content strategies of brands are defined: storytelling strategy; strategy of informing about the history of the company's development; entertainment and information strategy; strategy of joint interaction with the audience through the involvement of wellknown influencers or users of products. The theoretical and practical value of the results is confirmed by the conceptualization of the main content strategies of world-famous brands, which are pioneers in new ways to build relationships with users through social networks. The research proposes to use a customer-oriented approach to brand promotion. This means studying consumer behavior and predicting possible changes in behavior, which determines the level of interaction with the brand, the content strategy of the brand, and its effectiveness.

• The Journal of the Convergence on Culture Technology
• /
• v.9 no.3
• /
• pp.205-211
• /
• 2023

In this study, we analyzed the potential application and validity of ChatGPT, an artificial intelligence technology currently gaining attention across various fields, for the creation of advertising photographs. To do this, we examined the relationship between the visual elements of advertising photographs and language, and investigated use cases of ChatGPT in advertising. Furthermore, we analyzed the elements of each stage in the advertising photograph creation process and conducted expert interviews to determine the validity of ChatGPT's application in these stages. The results revealed that, although somewhat limited, the feasibility of using ChatGPT was found to be high in the planning stage of advertising photographs, but lower in the actual shooting and post-production stages. Considering these findings, it is necessary to continuously monitor the progress of AI technology and strive to enhance the creativity and efficiency of advertising photograph production through collaboration between technology and humans.

• The Journal of the Convergence on Culture Technology
• /
• v.10 no.2
• /
• pp.81-90
• /
• 2024

The purpose of this study is to examine the possibility of combining DOOH advertising, which has fully met the functional requirements of a standalone digital medium, with transmedia storytelling as a expansion of a new advertising area. This researcher examined the concept of transmedia storytelling used in various fields and its application cases in dramas, movies, and webtoons, and analyzed examples of transmedia storytelling approaches in the field of advertising. As a result of the analysis, it was analyzed that although OOH advertising has brought many changes in the way of content implementation with the advent of digital signage, DOOH advertising needs to be approached in a more diverse way in a situation where the boundaries that were considered to be the unique domain of each content are blurring. In particular, it has been analyzed that it can not only fulfill its role as an independent medium but also expand the scope of DOOH advertising by combining it with transmedia storytelling enthusiasts. These results suggest the need to incorporate DOOH advertising with transmedia storytelling strategies.

• International Commerce and Information Review
• /
• v.19 no.4
• /
• pp.147-174
• /
• 2017

Korean companies currently operating in China have made active efforts to undertake corporate social responsibility activities and corporate advertising to improve their image, as well as marketing activities directly related to their products. In this context, this study aims to analyze how corporate social responsibility activities and corporate advertising influence a company's image from the perspective of Chinese consumers. This study also analyzes corporate image, consumer-company identification, and the structural relationship between the consumers' behavioral responses and their evaluation of Korean products. Based on theoretical discussions and previous studies, the study tests five research hypotheses for the development of a theoretical research model. In order to empirically test the research model, data were collected by enlisting and observing MBA students from major universities in China. The results obtained by actual analysis are as follows. First, corporate social responsibility activities and corporate advertising were found to be positively influential on corporate image. Second, corporate image is positively influential on consumer-company identification. The consumer-company identification of Chinese consumers' evaluation of Korean products, and positive evaluation of Korean products in turn induce positive influences on Chinese consumers' behavioral responses. These results suggest that the Korean companies already established in China not only need to enhance a positive corporate image but also have to make efforts to undertake corporate social responsibility activities and corporate advertising activities in order to improve their continuous and long-term relationship with Chinese consumers.

• The Journal of the Convergence on Culture Technology
• /
• v.9 no.6
• /
• pp.453-459
• /
• 2023

This study analyzed the creative properties of public service advertisements and public content in outdoor advertising. The results of a case analysis focusing on outdoor advertisements for fundraising are as follows. First, government ministries were mainly found as advertisers. Second, most of the advertising messages were about policy promotion by the government and public institutions, with few public content or public interest messages. Third, in terms of expression, text took up more weight than visual elements, and illustrations were the main visual expression element. This proves that the public content of domestic outdoor advertisements mainly has a strong purpose of conveying direct information.

• International Journal of Computer Science & Network Security
• /
• v.21 no.7
• /
• pp.305-316
• /
• 2021

The objective is to recognize the better opportunities from targeted reveal advertising, to show a banner ad to the consumer of online who is most expected to obtain a preferred action like signing up for a newsletter or buying a product. Discovering the most excellent commercial impression, it means the chance to exhibit an advertisement to a consumer needs the capability to calculate the probability that the consumer who perceives the advertisement on the users browser will acquire an accomplishment, that is the consumer will convert. On the other hand, conversion possibility assessment is a demanding process since there is tremendous data growth across different information dimensions and the adaptation event occurs infrequently. Retailers and manufacturers extensively employ the retail services from internet as part of a multichannel distribution and promotion strategy. The rate at which web site visitors transfer to consumers is low for online retail, out coming in high customer acquisition expenses. Approximately 96 percent of web site users concluded exclusive of no shopper purchase[1].This category of conversion rate is collected from the advertising of social media sites and pages that dataset must be estimating and assessing with the concept of big data clustering, which is used to group the particular age group of people along with their behavior. This makes to identify the proper consumer of the production which leads to improve the profitability of the concern.

• The Journal of the Convergence on Culture Technology
• /
• v.4 no.3
• /
• pp.127-132
• /
• 2018

This study set out to examine message orientation in advertising expression through the content analysis of apartment sales advertisements in Busan. For this purpose, the study analyzed newspaper ads about apartment sales in the Busan area in terms of advertising appeal methods and message types. Advertising appeal methods(rational and emotional appeal) and message orientation(environmental, emotional, investment, and functional orientation) were categorized according to brands(nationwide and local brands). The findings show that most of apartment sales ads in Busan used a rational appeal method. While nationwide brands used rational and emotional appeal in similar percentage, local brands used a lot of rational appeal. Of the types of advertising message orientation, investment and emotional orientation recorded the highest percentage. Messages of investment orientation to show economic profit or premium were used most, being followed by messages of emotional orientation to show pride and happiness. These findings were interpreted to display differences in strategies for advertising expressions among brands. The findings are expected to offer useful practical implications for message strategies for apartment sales ads.

• International Area Studies Review
• /
• v.14 no.3
• /
• pp.312-338
• /
• 2010

This paper investigates the value relevance of advertising activity over the period from 2001 to 2009 in the listed Korean stock markets(KOSPI and KOSDAQ). In addition, this paper divide all sample firm into several subsample, based on R&D intensity and export ratio in total sales. The empirical result of this paper shows following two evidence; First, advertising intensity, which proxies for advertising activity, is significantly related to firm value at the 1% level of significance. Second, advertising activity of high R&D intensity and high export ratio sample firms has more significant value relevance than for firms with low R&D intensity and low export ratio. The empirical results suggest that moderation effect of R&D intensity and export ratio are very important factor in determining the value relevance of advertising activity.