• 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.

• 한국체육학회지인문사회과학편
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• v.54 no.6
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• pp.309-319
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• 2015

The purpose of this research was to find out the structural relationship and difference soccer and baseball during TV sport broadcasting of advertising for consumer attitude relation of advertising, advertising avoid, perceived intrusiveness in order to help for advertising strategy and giving for good image to sport viewer by advertising media. In this study, 275 surveys were collected and the participants were university student in B metropolitan city using convenience sampling method. The questionnaires were written using self-administration method. The confirmatory factor analysis and the structural equation model were done using IBM AMOS 20. The reliability analysis, descriptive analysis, frequency analysis, independent t-test and correlation were done using IBM SPSS Statistics 21. The results were as follows: First, cognitive avoidance and physical avoidance was shown that baseball viewer was higher than football viewer. Advertising attitude and perceived intrusiveness was shown the baseball viewer and football viewer not different. Second, perceived intrusiveness had effect advertising attitude. Third, perceived intrusiveness had effect avoidance(physical avoidance, cognitive avoidance). Fourth, advertising attitude had effect on advertising cognitive avoidance. Fifth, advertising attitude had not effect on advertising physical avoidance.

• Journal of Advanced Technology Convergence
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• v.3 no.1
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• pp.21-31
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• 2024

The study confirmed the relationship between attractiveness and suitability in the relationship between the formativeness of creating the artistic form of a virtual influencer who acts as an advertising model, advertising attention, and advertising attitude. To confirm this, the subjects of the study were the MZ generation and X generation, which have a high rate of SNS use. The analysis method used SPSS statistics 27.0 and SPSS process macro version. The research results are as follows. First, it was confirmed that attractiveness and suitability fully mediate the relationship between formativeness and advertising attention. In the path of formativeness and advertising attention, the total effect was found to be higher than the direct effect, and it was confirmed that there was a double parallel mediation effect through attractiveness and suitability in the relationship between the formativeness of virtual influencers and advertising attention. Second, it was confirmed that formativeness affects the mediating variable, attractiveness, but attractiveness does not affect attitude toward advertising. Since formativeness affects suitability and suitability in turn influences attitude toward advertising, it was confirmed that there is a full mediating effect between these variables. According to these results, the parallel mediating effect of attractiveness and formativeness was not confirmed in the relationship between formativeness and attitude towards advertising. The above study is significant in that it presents academic implications and practical implications by examining the dual and parallel mediating effects of attractiveness and suitability in the relationship between formativeness, advertising attention, and advertising attitude variables, which are considered in the production of virtual influencers.

• Journal of Digital Convergence
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• v.12 no.9
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• pp.111-121
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• 2014

This study is designed to predict the total ad expenditure of Korea, and six media ad expenditures in 5 years based on the past 20 years ad expenditure date. We use annual data published by Cheil Worldwide advertising data analysis. Time series, SUR method, exponential smoothing method and regression analysis were used for exploring the data. The results showed that the total advertising expenditure in 2018 is predicted to 10,873 billion wons. On the basis of the findings, implications are discussed for academicians as well as practitioners.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.1
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• pp.40-49
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• 2010

This study investigates the differences in: 1) attitudes toward the advertising ofjeans, buying intension, importance of merchandise selection factors, and utilization of information sources among groups according to the level of fashion involvement 2) attitudes toward advertising and buying intension among types of advertising 3) importance among merchandise selection factors 4) utilization among types of information source. Questionnaires were distributed to 300 men and women between 10 and 30 years of age. A sample of 286 men and women responded to the questionnaire. Using SPSS/PC version 12.0, factor analysis, reliability analysis, analysis of variance, and randomized block design are used for the data analysis. The results showed significant differences in: 1) attitudes toward the advertising of jeans, buying intension, importance of merchandise selection factors, and utilization of information source among groups according to levels of fashion involvement 2) attitudes toward advertising and buying intension among types of advertising 3) importance among merchandise selection factors 4) utilization among types of information sources.

• Journal of Distribution Science
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• v.18 no.5
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• pp.61-70
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• 2020

Purpose: The aim of this paper is to investigate whether labor unions are the main determinants of advertising expenditures and whether market competition has an impact on the relation between labor unions and advertising expenditures, focusing on distribution firms. Research design, data, and methodology: Using 914 observations of KOSPI market from 2001 to 2009 in distribution firms, this paper examines whether labor union is related to advertising expenditures, focusing on distribution firms. For this, this paper employs not only OLS regressions method but also 2SLS regressions method in which Female_Ratio(percentage of female employees) is used as instrumental. Results: This paper finds that in the distribution firms, labor union, as a major stakeholder of the company is, in terms of statistic, negatively associated with advertising expenditures. Also, market competition, in this paper, doesn't have real impact on the relation between labor unions and advertising expenditures. Conclusions: This paper presents the influence of labor unions, as a major factor in determining advertising expenditures. An executive who understands that as the amount of advertising expenditure increases, the total pie of wages to be attributed to the members of labor union will decrease.

• The Journal of Industrial Distribution & Business
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• v.10 no.6
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• pp.7-17
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• 2019

Purpose - The purpose of this study is to explore how advertising for multilevel marketing brands affect the salesperson's activity including customer-salesperson interactivity, work attitude, and perceived and actual performance after the campaign. Research Design, data, and methodology - This study collects experimental data, survey data, and actual sales data and applies statistical analyses such as factor analysis, t-tests, and a structural equation model. Results - The results show that advertising campaign can enhance a salesperson's selling activities and provide wide managerial implications to a multilevel marketing firm by filling the gaps for the field of advertising research. Conclusions - Managerial implications include: i) multilevel marketing firms should consider advertising campaigns as a means of changing customer responses because advertising plays a significant role in increasing familiarity with, and knowledge of, attitudes toward the brand, which also helps salespeople interact with customers; ii) multilevel marketing firms should consider brand advertising as a means to support the sales activities of salespeople including sales effectiveness, work attitudes, and perceived performance, and iii) multilevel marketing firms should consider brand advertising as a means to enhance a salesperson's pride and motivation for selling their brand, which will lead to improved sales performances.

• The Journal of Information Systems
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• v.28 no.4
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• pp.313-332
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• 2019

Purpose As mobile devices are in widespread use and location-based mobile advertising has grown rapidly in recent years, there exists a sharp increase among researchers as well as practitioners in the interest in the determinants of user's attitudes towards location-based Mobile advertising. The purpose of the research is to understand the predictors of attitudes towards location-based Mobile advertising and of the relationship between attitudes and behavioral intention. Design/methodology/approach To this end, we have conducted an online survey using 412 users who have the prior experience of viewing location-based advertising via their mobile devices. We excluded 31 invalid responses and performed an empirical analysis based on 381 responses. Findings The findings indicate that all the factors but 'perceived enjoyment' each have a significant, positive relationship with consumer attitudes towards location-based Mobile advertising. Furthermore, advertising attitude is positively associated with behavioral intention. We provide implications and future research directions based the research findings.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.5
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• pp.177-184
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• 2020

The paper examines the reaction of the Z-Vietnam generation to online TV advertising (TVC), which elements of online TV advertising has a positive influence, which factors do not affect or negatively affect their consumption decisions for the advertised goods. Data for the study was collected from 300 Vietnam's Generation Z in Ho Chi Minh City through live interviews or questionnaires through Google Docs Forms, with over 30 questions. The six basic factors that influence the reactions of Generation Z consumers are information, entertainment, irritation, credibility, interaction, and advertising value. The research results show that, due to the influence of social media and generational characteristics, most consumers of the Generation Z in Vietnam have a favorable attitude towards online TV advertising, and they appreciate this form of advertising. Information element, irritation, credibility and entertainment have a strong and positive impact on TVC. The other two factors are advertising value and interaction, which does not significantly affect the reaction of this generation. This study needs to be checked and reviewed by subsequent studies on a larger scale and in a wider scope because the study only conducted random sampling on a small scale, did not meet the requirements for representation and generality.

• The Journal of Economics, Marketing and Management
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• v.12 no.1
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• pp.65-75
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• 2024

Purpose: Through this study, first, we try to understand the characteristics of SNS beauty advertising using SNS. Second, focusing on S-O-R Theory, we aim to confirm the impact of SNS beauty advertising characteristics on positive emotions, commitment, and voluntary word-of-mouth intentions. Third, we intend to suggest measures related to effective SNS beauty advertising operation. Research design, data and methodology: To analyze the data collected of 308 questionnaires, the SPSS and AMOS statistical program was used, and the SNS beauty advertising characteristics were reclassified after analyzing the credibility and validity of the responses. Results: It was found that all SNS beauty advertising characteristics (interactivity, entertainment, credibility, and irritation) had a significant effect on positive emotions. However, entertainment and irritation did not have a significant effect on commitment. In addition, it was found that positive emotions had a positive effect on commitment, and commitment had a positive effect on voluntary word-of-mouth intentions, and positive emotions had no significant effect on voluntary word-of-mouth intentions. Conclusions: In order to improve consumers' commitment in SNS beauty advertising, it is important to secure trust through interaction, and it is judged that the more commit in SNS beauty advertising through positive emotions, the more spontaneous and positive word-of-mouth effect can be created.