• The Journal of Industrial Distribution & Business
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• v.14 no.10
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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.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.1
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• pp.151-156
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• 2023

This paper deals with the optimization problem that decides the number of advertising for any media among various medium to maximize the perception quality index of new product meets the given budget and over the minimum reached people constraints. For this problem, there is only in used the mathematical approach as linear programming (LP) software package and has been unknown the polynomial time algorithm. In this paper we suggest the heuristic algorithm with O(nlog n)time complexity to solve the optimal solution for this problem. This paper suggests the evaluation index to select the media most economically-efficient way and decides the media and the number of advertisement. While we utilize Excel, the proposed algorithm can be get the same optimal solution as LP for experimental data.

• Journal of Science of Art and Design
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• v.4
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• pp.5-25
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• 2002

It is not easy to get more attention as a prominent advertising expression among various types of numerous advertisements. Due to the voluminous expansion of advertising communications and the change of the media, new advertising creatives must be needed for serving to differentiate the message , inviting audiences to participate more positively in advertising communications This thesis aims at reviewing the absence as an advertising creative. And this thesis is about the significations of the absence. Chapter I describes the aim of this thesis about the absence as an advertising creative And Chapter II introduces the general concept, perception of the absence and its possibilities as an advertising creative And also mentions about the absence as one of paradoxical expressions with rhetorical theories as well as semiotics. Chapter III deals with the signification of the absence with introducing semiotic methods such as the theory of R. Barthes Chapter IV discusses the signification of the absence as an advertising creative talking into consideration of semiotic theories. And I categorize the types of the absence in advertising expressions. The absence is categorized into 5 types in this thesis. Type (1) is the absence of product which is supposed to be advertised, type (2) is the absence of product and make product image located out of main image of an advertising expression for introducing features of a product itself. And type (3) is the absence of the imaginary audience to invite an audience to participate more spontaneously. Type (4) is the absence of headlines, and type (5) is the absence of almost all visual images and verbal message but a corporate symbol or brand logo. The signification of S types of the absence can be described on the basic of semiotic theories, especially the theory of R. Barthes. It's my hope that this thesis about the absence as an advertising creative will serve as the basic theory for the empirical research about advertising expressions containing images of the absence.

• Convergence Security Journal
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• v.18 no.3
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• pp.61-68
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• 2018

As the digital broadcasting era settled in, the TV, which was only used to watch broadcast programs, developed as a medium for operating various data services. This means that an environment, in which the viewers' TV usage behavior can be changed from a passive attitude to an attitude of actively consuming the media, has been established. Since the advertising market is an industry that is heavily influenced by changes in the media, these changes causes changes in the form of advertising and the advertising consumption behavior of viewers. In this environment, the broadcasting industry needs to think about the new growth strategy that links the possibility of data service with the advertisement market. In this study, we designed a data service that provides supplementary information of an ID advertisement, which has the weakness of short exposure time and shortage of information expression space. Specifically, we have designed the usage scenario and user interface of the data service and developed a method, based on the international digital broadcasting standard DV B, that provides the supplementary information defined by the type of ID advertisement to the data service.

• Journal of Technology Innovation
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• v.14 no.1
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• pp.227-254
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• 2006

Under the recent trend of telecommunications and broadcasting convergence, much more various forms of new convergence broadcasting services are being introduced than ever before. Owing to the unique advantages, new convergence broadcasting services are expected to bring drastic changes to the current broadcasting service market. In this research, we attempt to examine what kind of attributes critically affect the competition among new convergence broadcasting services, and how much competitive they will be, based on the quantitative information about consumer preferences for the important attributes of new convergence broadcasting services. Conjoint survey was used in order to obtain stated preference data of consumers. From the results, some implications are obtained as follows. First, even though new convergence broadcasting services have many unique advantages, still price is the most important for the consumers. Second, it is expected that considerable consumer valuation exists for the unique advantages of new convergence broadcasting services like mobility and dual-way interactivity, which will add the competitiveness of those services in the future. Third, since midterm advertising puts negative utility on consumers, broadcasting services with midterm advertising will not be preferred to those with neither advertising nor midterm advertising. Fourth, service coverage and the number of consumers using the same broadcasting service have a significant feedback effect on the competition between broadcasting services from the dynamic aspect. Lastly, the consumer preference can be affected by demographic variables like age and gender, and broadcasting service usage patterns such as channel switchover for escaping advertisement and frequency of using other recorded media. Main findings of our research might become useful information for both telecommunication and broadcasting companies, contents providers, advertisers, and policy and regulation makers to cope with the uncertain environment of telecommunication and broadcasting convergence.

• International Journal of Human Ecology
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• v.16 no.2
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• pp.11-20
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• 2015

The purpose of this study was to examine the effects of the construal level and temporal distance of a message and consumer's Social Network Service (SNS) self-efficacy on consumers' attitudes toward SNS fashion advertising. This study employed a 2 (message configuration: high construal level/low construal level) ${\times}$ 2 (temporal distance: distant future/near future) ${\times}$ 2 (SNS self-efficacy: high/low) between-subject factorial design. The survey was conducted on Facebook users in their twenties (N=216). The results are as follows: First, attitude toward SNS fashion advertising and purchase intention was higher when the message construal level was lower and when the temporal distance was closer. Second, no interactions between temporal distance and message construal level for attitude toward SNS advertising and purchase intention were found in this study. However, interactions between temporal distance and SNS self-efficacy for attitude toward SNS advertising and purchase intention were found. When the SNS self-efficacy was high, message with the low construal level reacted significantly positive in terms of attitude toward the ad as well as purchase intention. It is expected that this study will provide insight for apparel makers or retailers to use SNS as a new advertising media for fashion marketing. Practical implications and limitations are discussed.

• Journal of Distribution Science
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• v.20 no.8
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• pp.123-133
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• 2022

Purpose: As moment-based marketing messages (i.e., messages related to current moments or event), companies put significant investments to distribute TV advertising related to external moments in a retail environment. While the literature offers strong support for the value of distributions of context-based messaging to advertisers, less attention has been given to how to design those messages to effectively communicate across channels. This research adds a new dimension of analysis to the study of advertising context and its cross-channel effects on online consumer behavior. Research Design, Data and Methodology: A system-of-equations Tobit regression model was adopted using data collected from an advertising agency that consists of 1,223 TV ads aired during the Rio Olympics and NCAA, tagging from consumers, and a text analysis. Results: First, TV ads with high centrality of context lead to lower online search behavior and higher online social actions. Second, how brands can design messages more effectively was explored by using product information as a moderator that could improve the impact of context-based TV advertisements. Conclusions: Given that expenses in traditional channels are still one of the biggest channel management decisions, it is critical to understand how consumer engagement varies by design of context-based TV advertising.

• Journal of the Korea Convergence Society
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• v.11 no.9
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• pp.99-107
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• 2020

The new characteristic of Millennial High-Tech Media is breaking the existing standardized creative grammar. The destructive form of high-tech media is differently accommodated according to the consumer's tendency or characteristics. The purpose of this study is to explore guidelines for effective creative strategy creation of high-tech media. In consumer psychology, consumer innovation is a key factor in evaluating the creativeness of high-tech media. The results of finding out the effect of persuasive communication on consumer innovation and advertising creative type are as follows. Informative(image) creative type showed higher attitude toward advertisement, brand attitude, purchase intention, and prior intention to consumers with high innovation than consumers with low innovation.

• The Journal of the Korea Contents Association
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• v.16 no.11
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• pp.29-37
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• 2016

With the emergence of SNS, TV, newspapers and radio, which are one-way communication media, have become less important. Therefore social networking enables social networking beyond the constraints of time and space, and communication and emotional communication required for social relations have emerged as a factor in the importance of social media. Social media, which is based on rapid connectivity and scalability, is an medium of expression that is advantageous for companies and consumers to communicate more easily than traditional advertising media. Advertising can form a consensus that consumers and companies can create an atmosphere of friendly conversation because of the social media that has the efficiency of communication. This study compares two ads. One is the advertisement of 'Bear and Hare', an animation of John Lewis department store in the UK, where a new form of advertising marketing strategy is fused with emotional storytelling and social media. The second is an advertisement of LG, 'I love you LG' to be. Social media should be remembered as a warm and loving company in the heart of customers through open communication with customers, rather than companies that pursue merit profits by using social media ads as a medium of emotional transmission to consumers. It is a study on useful advertising strategy that can pursue the sales of the company at the same time.

• Journal of Digital Convergence
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• v.12 no.1
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• pp.263-271
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• 2014

Era of multi-channel digital multimedia on the Internet, cable, satellite and IPTV and the growth of new media such as terrestrial broadcast advertising with the poor rating has also dropped sharply. In this situation, terrestrial TV suggesting the introduction of in-program advertising appearing comments. In this study, the introduction of these intermediate advertising the public and professional awareness about the issue by comparing the introduction of in-program advertising feasibility was done in the purpose. Studies on terrestrial TV suggesting the introduction of in-program advertising and public opinion about the differences in perception between experts is high. The introduction of in-program advertising validity of these data for future in-program advertising to provide a basis for enforcement is expected to give.