• Journal of the Korea Safety Management & Science
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• v.2 no.2
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• pp.177-185
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• 2000

In recent dates, Internet advertising effects are expanded by the steep increment of the Internet users and the extension of the advertising market will be accelerated through Internet. This paper indicates the importance of Internet advertising and suggests the solution of a network advertising service. The system is divided into an Advertise Server, an Advertiser and a Web Publisher. This study proposes both the collection and the analysis of traffic data in real time. Also, the banner advertising frames are smoothed for the impression using the solution for the banner exchange engine and are developed using various impression methods, that is, Fixed/variable Banner, Scheduling Banner, Multi-Impression Banner, and Frame Remote Control to increase the advertising effect. And then to increase the advertising effect web publisher, which is specialized in lottery site, is constructed using the network advertising service and various advertising technology.

• Proceedings of the Korea Society of Design Studies Conference
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• 2001.10a
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• pp.34.1-34
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• 2001

• Journal of Korea Society of Digital Industry and Information Management
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• v.7 no.4
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• pp.153-168
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• 2011

UCC paradigm based on Web 2.0 has made new business models and came to the forefront as a commercial media. The purpose of this study is to analyze the customer attitudes toward UCC and it effects as a commercial media. Based on prior studies of Internet and Web advertising, informativeness, entertainment, irritation, trust, usefulness, ease of use, incentives, innovativeness, and flow were identified as affecting factors of the attitude of UCC advertising. Results show that all factors except ease of use and incentives significantly related to the attitude of UCC advertising in Korea. In China, all factors except informativeness, entertainment, and usefulness were found to be significantly related to the attitude of UCC advertising. Customer attitude toward UCC advertising was also found to be significantly related to the such effects as brand attitude, word of mouth and intention to buy in both countries. This study contributes to improve the understanding of UCC as a commercial media and provide the base of activation strategies for it according to the cultural differences.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.11
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• pp.439-447
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• 2020

The dynamics of communications powered by the Internet, specifically from the increased use of social media, has led marketers to find creative channels to engage with the customers. One of the recent channels, "branded entertainment", is becoming familiar as an advertising strategy in which the content presented is a marketing tool for the advertising of certain brands. The current study examined the case of a branded-entertainment channel and the mechanism of the advertising instrument that leads to purchase intention. The specific purpose of this research is to investigate whether there is evidence of the role of narrative transportation and the fantasy proneness leading towards purchase of the brand advertised. To arrive at the conclusion, the study using web series sponsored by an artificial sweetener brand and employs a quantitative survey to question the audience. The findings contribute toward the understanding of how consumers respond to branded entertainment via video-sharing platforms. It is indicated that the stories presented in the web series can stimulate the audience to fantasize. Thus, the advertising message conveyed through narrative persuasion can form a favorable attitude toward the brand, which leads to intention to purchase. Practical elements are identified along with limitations and future research suggestions.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.5
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• pp.868-889
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• 2022

Fashion companies are using a big data approach as a key strategic analysis to predict and forecast sales. This study investigated the effectiveness of the past sales, web search volume, information amount, brand promotion, and the advertising endorser on the sales forecasting model. The study conducted the autoregressive distributed lag (ARDL) time series model using the internal and external social big data of a national fashion brand. Results indicated that the brand's past sales, search volume, promotion, and amount of advertising endorser information amount significantly affected the sales forecast, whereas the brand's advertising endorser search volume and information amount did not significantly influence the sales forecast. Moreover, the brand's promotion had the highest correlation with sales forecasting. This study adds to information-searching behavior theory by measuring consumers' brand involvement. Last, this study provides digital marketers with implications for developing profitable marketing strategies on the basis of consumers' interest in the brand and advertising endorser.

• Proceedings of the Korea Society of Design Studies Conference
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• 2004.05a
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• pp.62-63
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• 2004

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.10 no.10
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• pp.4997-5013
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• 2016

This paper proposes and then verifies a model that can be used to forecast the effects of behavior on mobile advertising based on the Technology Acceptance Model (TAM) and Web Advertising Effect. The objective of this research is to probe the relationship between the cause and effect of the entertainment, informativeness, usefulness, capacity to accommodate smart-environment technologies, Hedonic Adaptation Model (HAM), etc. that mobile advertisements provide, as well as the attitudes toward advertisements in general. In order to accomplish this goal, the research was verified using Structural Equation Modeling (SEM), and the results are as follows. First, the informativeness of mobile advertising has a positive effect on the recognized ease of use. Second, the entertainment and informativeness of mobile advertising has positive effects on the recognized usefulness. Third, the recognized ease of use has a positive effect on the recognized usefulness. Fourth, the informativeness of mobile advertising causes a positive effect on smart-environment technologies. Fifth, the entertainment and informativeness of mobile advertising cause positive effects on the HAM. Sixth, smart-environment technologies cause positive effects on the HAM. Seventh, the recognized usefulness causes a positive effect on the value of mobile advertising and the intention of use. Eighth, the HAM has a positive effect on the value of mobile advertising and the general attitudes toward it. Ninth, the value of mobile advertising has a positive effect on the attitudes toward advertising. Tenth, the attitudes toward mobile advertising have a positive effect on the intention of use.

• 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.

• Asian Journal for Public Opinion Research
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• v.7 no.1
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• pp.23-39
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• 2019

Assuming that a political party has a strong incentive to gain votes via issue setting as part of its campaign strategy, this study utilized a Web experimental survey to explore the extent to which three issue-related campaign advertising strategies - namely, issue ownership, issue convergence, and issue trespassing - affected voters' perceptions toward parties' issue-handling capabilities. Our empirical results show that issue ownership perceptions exist in Taiwan. In the 2012 Taiwan presidential election, as issue ownership advertisements may reinforce voters' beliefs regarding parties' issue-handling capabilities, issue trespassing advertising may improve a party's image on the disadvantageous issue dimension. At least our data shows that the Kuomintang's (KMT) advertisements have both effects.

• Proceedings of the Korea Society of Design Studies Conference
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• 2004.10a
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• pp.120-121
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• 2004