• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.6
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• pp.1194-1210
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• 2024

Verbal cues of virtual influencers (VIs) can enhance VI anthropomorphism and persuasion effectiveness, which can increase user interactions via positive emotional arousal. This study explored the effects of verbal cues in VI social network advertising (SNA) on consumer emotions and engagement. This study employed a mixed-method approach, utilizing text mining (word frequency analysis and latent Dirichlet allocation (LDA) topic modeling) and quantitative regression analysis, to analyze user comments from YouTube videos featuring the VI, Lil Miquela. The findings revealed that consumers exhibit various emotions toward VIs, with fear being the most prominent, followed by amazement and affinity. Regression analyses further indicated the role of VI's verbal cues (e.g., voiceover) in enhancing consumers' emotional engagement with the VI, thereby improving VI SNA performance (e.g., view counts). When VIs use voiceover, positive emotions, including amazement and affinity, increase, leading to higher view counts. Conversely, the absence of verbal cues amplifies negative emotions such as fear, reducing view counts and the overall SNA effectiveness. This study underscores the importance of incorporating human-like verbal cues in VIs to foster consumer affinity and mitigate fear about the VIs. Additionally, practical implications for marketers include the strategies to leverage verbal elements to design more relatable and engaging VI SNA content.

• Journal of Korea Society of Digital Industry and Information Management
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• v.9 no.4
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• pp.213-226
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• 2013

Recently, the social commerce on Facebook.com and Twitter.com, which is represented by SNS (Social Network Service), has been expanding in the form of a combination of SNS market. This study attempted to examine the cost-effect analysis between portal-based advertisement and SNS-based advertisement in order to establish an effective advertising strategy for e-learning content providers. The results showed that portal-based advertisement is more effective than SNS-based advertisement in terms of advertising effectiveness against cost. According to these empirical research results, this article discusses the practical implications for e-learning content providers in an attempt to enable them to take competitive advantage.

• (The) Korean Journal of Advertising
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• v.28 no.3
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• pp.53-81
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• 2017

As online video advertising market grows, viral advertising is drawing attention. This study investigated factors influencing consumer's sharing intent of viral advertising each from four dimensions which are content, sender, consumer, and network. As a result, factors of persuasive intent, brand-ad image fit, perceived self-presentation, and bridging social capital were found to affect consumer's sharing intent of viral advertising. And persuasive intent of content was found to be negatively affect consumer's sharing intent. Social value and bonding social capital were not found to have significant influence on consumer's sharing intent of viral advertising. From the analysis of this result, this study suggested future research topic and academic/practical implications.

• Journal of the Korean Geographical Society
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• v.45 no.2
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• pp.256-274
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• 2010

The aim of this study is to examine agglomeration patterns of advertising industries and spatial networks of advertisement production in Korea. The focus of analysis is the agglomeration pattern of advertising industries within Seoul because these are agglomerated in Seoul like other business services. Analysis methods are local Moran's I index and location quotient with the regional percentages of each sector's number of employees. Clusters in Gangnam Area are related to start-up advertising firms and global agencies entering domestic advertising markets. Network analysis is used to investigate the spatial networks of TV advertisement production between advertising agencies(AA) and film productions(FP). After transformation of AA-FP network matrix to regional matrix centrality index and brokerage scores are calculated. This analysis shows individual region's different role and position in the AA-FP network. Many agencies in or out of Gangnam Area outsource most advertisement makings to film productions in Gangnam Area. Advertising industry dusters in Gangnam Area is important as of the destination of advertisement production networks and the circulation of those networks.

• Journal of Digital Contents Society
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• v.16 no.2
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• pp.325-334
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• 2015

In this paper, we had tried to study advertising method of local industry in cooperation with SNS (Social Network Service). In particular, This paper analyzes the Facebook Page trying to find a way to take advantage of the local advertising. To analyse the Facebook page, I had created three Facebook pages such as at Hongik UNIV., Gangwon National UNIV., and specialities in Cuncheon cities. While I was managing the three pages, I had analyzed the results of quantities of activities, and in addition, had used NodeXL for the analysis of the network for the each page. After the analysis of the data of each page, I had found the possibility of the promotion for the successful the local advertizement associated with SNS. To verify and develop the results of my study, I had designed the " real time local advertising APP which is connected with SNS like Facebook, had created server program based on PHP, Android APP. In the future, I have found that there must be a lot of possibilities for the successful and various the local advertising methodologies by using SNS like Facebook, the operational data of the App.

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

• International Journal of Computer Science & Network Security
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• v.22 no.1
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• pp.77-84
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• 2022

The study highlights the features and trends of digital marketing for international business. To achieve these goals, the authors used a systematic approach that allows a comprehensive approach to the object of study, as well as used general and specific methods of scientific knowledge on the application of digital marketing for international business. The dynamics of the number of users of social networks in the world is analyzed, which allowed us to conclude about the steady trend of increasing the number of users of the Internet and social networks, as well as the time spent by users on social networks. The study of the dynamics of the number of users of social networks provides increased efficiency in the use of digital marketing tools to enhance international business. The most effective digital marketing tools for international business, including artificial intelligence, conversational marketing, chatbots, personalization, video marketing, live shopping, social media stories, interactive content, omnic marketing, augmented reality and technology immersion, native advertising, green marketing and mobile commerce.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2016.10a
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• pp.904-906
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• 2016

In this paper, advertising and public relations services to provide kincet to implement a control system using face recognition and media. Traditionally, this unilateral system for delivering advertisements to consumers, is currently directed interactive ads. In other words, interactive advertising service that offers bi-directional communication. In the proposed system, the kincet using face recognition, to recognize faces with eyes, mouth, jaws and eyebrows. Presently used kinect version is the face of instability in the recognition and accurately is difficult to separate the three parts of the jaw, eyes, eyebrows only leverage. the classification has an easy immoyangProvide control services by separating the media, Hwanam-myeon, laughing. Also, consumers understand the expression of the control of the media and using picture for advertising to consumers through the transfer on both had indelibly imprinted by advertising.Effective are expected to appear.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2019.05a
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• pp.413-415
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• 2019

In this paper, we develop IoT-HiAS(IoT-Human Interactive Advertising Service) for sharing economy. The HiAS device shooting the front of the device via a webcam and recognizes the person in real time through the SSD model using MobileNet. If the number of persons above the set threshold is recognized by counting the recognized person, the advertisement is reproduced on the idle resource through the beam projector. At the same time as the advertisement is reproduced, the captured image of the advertisement start time in the front of the device and the number of recognized persons are sends the IoT server of an oneM2M-compliant HiAS server using the IoT client. When the advertisement is finish, the webcam is shooting the front of the device and the image is sends the IoT server. We implemented the IoT-based human interactive advertising service by transmitting the received data to the advertiser and the advertising producers through the SNS(Social Network Service) agent of the HiAS server.

• Asia pacific journal of information systems
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• v.25 no.2
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• pp.337-355
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• 2015

The Internet has become one of the most important channels for people to communicate and for companies to implement their sales promotion activities, such as advertising. Marketing and advertising attempt to influence customers' attitude to persuade them to choose to buy the advertisers' products instead of the competitors'. With the different forms of online marketing, such as search engine marketing, email marketing, and mobile marketing, advertisers can find more effective strategies to attract the attention of more targeted audiences. With the emergence of the social web (web 2.0), a new platform was introduced called social networks. This paper presents the current work in internet marketing activities until web 2.0, and conducts a social network analysis to aid in data extraction. Marketing and advertising companies have understood the power of information for a very long time. The more knowledge these companies have on the demographics, consumer habits, and preferences of particular customer types, the more they can tailor their product offerings, and the more sales they can make. This paper aims to understand the internet marketing concepts as well as present challenges and work directions in internet marketing.