• The Journal of the Korea Contents Association
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• v.21 no.12
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• pp.238-249
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• 2021

This research aims to present effective influencer marketing strategies against a heavy blow in Korean influencer marketing industry because of the paid advertisement controversy and the reinforcement of regulations for online advertisement. By investigating the effects of influencer reputation, which is composed of communication skills, influence, authenticity and professionalism on marketing effect, as well as the mediating effect of parasocial relationship, the study provides some implications for influencer selecting. The effect of economic interests is examined under 4 experimental conditions of paid advertisements, brand collaboration, brand gifts and organic review to figure out how to arrange an appropriate sponsorship plan. According to results of PLS structural equation analysis, it shows that the influence and authenticity of an influencer have a significant positive effect on marketing effect and the mediating effect of parasocial relationship is partially proved. It seems that the effect of influencer reputation on marketing effect is significantly differentiated in different contexts, which confirms the moderating effect of economic interest. Distinguish from previous studies, this study focuses on types of economic interest rather than a simple comparison between sponsorship disclosure versus no disclosure and makes contributions to expanding reputation research. Meanwhile, findings of this study could give some practical implications for marketing practitioners in planning influencer marketing.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.559-567
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• 2022

The effect of smartphone usage motivation on application display advertising attitude and advertising avoidance was investigated. In addition, the mediating effect of advertising intrusion was confirmed. The total number of participants in the study was 309, and the data collection method used a survey method. Covariate structural analysis was conducted to investigate the causal relationship between smartphone usage motivation and advertising attitude and the mediating effect of perceived intrusion on advertising avoidance. There are five results. First, the motivation for using smartphones had a significant effect on the display advertising attitude of smartphone applications. Second, the display advertising attitude of the smartphone application had a significant effect on the advertising avoidance behavior. Third, the display advertising attitude of smart phone application had a significant effect on perceived advertising intrusion. Fourth, the perception of intrusiveness of display advertising in smartphone applications had a significant effect on advertising avoidance behavior. Finally, it was confirmed that the perceived ad intrusion has a partial mediating effect in the causal relationship of the smartphone application display advertising attitude to the ad avoidance behavior. The results of this study will contribute to suggesting strategies to reduce advertising avoidance behavior.

• Journal of Satellite, Information and Communications
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• v.12 no.1
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• pp.54-57
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• 2017

In commercial facilities, it is very difficult in real to promote specific products among various products because various products are displayed and sold. Therefore, in order to promote information on most display products, there is a great tendency to rely on printed matter or salesperson. So, it is focused to display advertising or promotional video based on interactive user information by utilizing the diplay used in the store, and to implement technology considering energy saving. Also it is very utilized for a specific product sold or displayed at a commercial facility to be sent to manufacturer or advertiser who wants to promote specific products and content at customer contacts. In this study, we implemented that maximized advertisement effect through the advertisement video and combination of product using transparent display. we implemented User-oriented image display technology to provide an interactive service according to whether there is a user or not. Through this study, we proposed a new direction to maximize advertising/public relations effect in various commercial facilities.

• Journal of the Korea Convergence Society
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• v.11 no.2
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• pp.101-107
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• 2020

This study is based on Art Infusion type (modification vs. re-interprete and interactivity level (high vs. low) are independent variables such as 'Product-Related Memory (PRM)' and 'Image Related Memory (IRM)', Experimental research was carried out empirically through Two-Way MANOVA analysis with advertising attitude as a dependent variable. As a result, first, in the case of the modified advertisement, when the interactivity is low, the advertisement image-related memory information (IRM) is more memorized and affects the judgment. Second, in the case of reinterpreted advertising, the memory information related to product attributes is stored at low level regardless of the level of interactivity. Third, the attitude toward advertising for famous paintings was positive when the level of interactivity was low.

• The Journal of the Korean dental association
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• v.57 no.12
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• pp.728-735
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• 2019

Objective: Previous studies suggested the potential influence of YouTube videos regarding dentistry on the mass population. However, there was not any clear investigation for Korean population. We aimed to systemically analyze the type of the dentistry-related videos uploaded on YouTube Korea and the accounts used for uploading, and to assess their effect on the view count of the content. Methods: Classification, type of the accounts, and view count of the videos listed by the keyword 'dentistry' were analyzed, which were uploaded on YouTube Korea platform from September 2017 to April 2019. Kruskal-Wallis test with post hoc analysis was used to assess the effect of the classification of the videos and the type of accounts on the view count. Results: 1.026 videos were enrolled to the analysis. Primary classification of the videos was information/education, advertisement, life, news, child contents, autonomous sensory meridian response, broadcast, cartoon/game, humor, and music. Secondary classification of the videos was dental experience, advertisement, role-playing, information/education., humor, cartoon/game, child contents, life, and broadcast. Type of the accounts was dentistry associates, general public, media company, and government office (sorted by frequency). Subject of the most videos (93.6%) was general public. There was statistically significance in the view count of the videos according to the primary and secondary classifications, the account used for uploading, and target subject of the videos. Conclusion: Dentists and their associates should recognize the importance of YouTube platform and try to monitor and intervene the dentistry-related contents, considering its huge impact on the general public.

• Women's Health Nursing
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• v.7 no.4
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• pp.432-446
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• 2001

The purpose of this study was to investigate the drug use of middle aged women. The subject consisted of 330 middle aged women who ranged in age from 40 to 60 years. They were selected in Seoul. Kyung-Ki province, Korea. Data were collected by using guestionnaires, from April, 10th to 30th 2001 and analyzed by the SPSS PC+ program using qui-square The results are summarized as follows : 1. The proportion of drinking and smoking experience was 42.4%, 3.7%. The motivation of drug use was advised family and relatives (46.1%), doctor's order(39.4%), magazine and advertisement(14.5%). Most of middle aged women get the information on knowledge of drug from hospital (47.3%), magazines and advertisement(30.3%), advised family and relatives(22.4%). And 57.9% of the middle aged women didn't know side effect of the using drug and 13.9% of the middle aged women have had experienced with side effect. And the level of attitude on drug abuse in middle aged women was 43%. Most of the subjects(93.9%) didn't use alternative drugs, and they used more than 3 kinds of drugs(47%). 2. They used digestives(44.2%), applying ointments (41.8%), drinks (39.4%), analgesics (39.1%), laxatives(8.8%), anti hypertension drugs (33%), and anti-anemic drugs(8.8%) in their orders.

• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.452-464
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• 2018

The purpose of this study is to identify the brand personality factors of SNS based on SNS consumers and to examine the effect of SNS brand personality factors on the recognition of mobile native ads in SNS. As a property of mobile native advertisement, research model is suggested by introducing information, reliability, entertainment, interferences, and interactivity as research variables. And SNS users were surveyed. Through the online survey, 341 copies were used for the analysis. According to the results of the analysis, five characteristics of SNS brand personality factors such as 'sincerity', 'enthusiasm', 'charm', 'practical', and 'community' were derived. Among these, 'sincerity', 'enthusiastic', and 'community' brand attributes have a positive effect on most of mobile native advertising attributes, but 'practical' brand characteristics negatively. The attractiveness of the brand was not related to the mobile native advertisement.

• Journal of Distribution Science
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• v.17 no.1
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• pp.89-94
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• 2019

Purpose - In recent digital information society, the most important factor of to increase the firm value of the distribution company is not the activity to increase the sales through the general advertisement of the unspecified majority by purchasing the finished product, but to grasp the needs of the consumers and to develop a new distribution platform that connects producers and consumers directly through consumer-tailored advertisements centering on e-commerce. Therefore each company in the distribution industry is spending a lot on research and development investment to innovate the distribution technology and distribution system, and the research and development investment expenditures can affect firm value. The purpose of this study is to analyze the impact of research and development investment expenditures in the distribution industry on market value of the firm. Research design, data, and methodology - As a research method, the sample firms are those which are listed on korea stock exchange market from 2011 to 2017 and the research model is Ohlson(1995) model, which is a representative valuation model using accounting information. This study analyzes the effect of distribution company's research and development investment expenditures and advertising expenditures on market value of the firm Results - The results of empirical analysis show that research and development investment expenditures for developing new distribution technology and advertising expenditures for promoting sales in the distribution company are all positively related to the market value of firm. Therefore, in describing market value of the distribution company, it is shown that the research and development investment expenditures and advertising expenditures together with the net asset and net profit are the important accounting information that explains the market value of firm. This result show that investment expenditures on research and development for the innovation of distribution technology of distribution company creates intangible intellectual assets and increases market value of the firm. Conclusions - The result of this study shows that research and development investment expenditures for the new distribution technology as well as the spending for the advertisement in the future is a very important investment expenditures that can increase the market value of the distribution company.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.71-77
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• 2021

This study aimed to suggest ways to utilize local governments' SNS by recognizing whether advertising affinity affects advertising effectiveness and significant differences between photo types (personality or absence) and generation. The survey was conducted from 1 April to 16 April 2021, and a total of 235 copies were used for empirical analysis. According to the analysis, advertising likeability affects advertising effects, and photos involving tourists have a greater impact on advertising effects in their 20s. This will require local governments to make various efforts to identify the generations that access SNS the most, and to encourage them to post photos suitable for that generation, along with ensuring that tourists' photos are posted at tourist attractions.

• The Research Journal of the Costume Culture
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• v.30 no.4
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• pp.548-562
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• 2022

We conducted this study to determine the TikTok usage status of Chinese consumers, and the effect of fashion advertisement type preference and TikTok characteristics on fashion product purchase intentions. For this study, we conducted a literature review and survey method. The following conclusions were drawn by collecting data online and performing statistical analysis. Firstly, the period of use was 2 - 4 years, and 95.1% of people used it for 2 - 3 hours a day, and 95.1% of the people had a purchasing experience on TikTok. Secondly, the most people were interested in self creating and editing videos in TikTok. With regards to TikTok content, groups aged 30 are significantly more interested in fashion coordination suggestions and influencer' recommendations than groups aged 20. Thirdly, this study found that the characteristics of TikTok fashion advertisements significantly influenced purchase intention. Among the characteristics of fashion advertisements, this study conclude that the "fashion entertainment" characteristic factor that fashion advertisements are fun and entertaining was the most influential variable on purchase intention, followed by useful information, reliability, and interactivity related to fashion. Fourthly, the types of preferred TikTok fashion advertising had a statistically significant effect on product purchase intention. The influential types of preferred advertising are top view, live advertisement, hashtag challenge, in-feed ads, and sticker ads.