• 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.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.4
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• pp.169-175
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• 2021

The purpose of this study was to investigate the relationship between the formation of advertising attitudes and purchase intentions for users' products according to the difference in engagement of SNS sports advertisements and provide them with evidence to suggest directions for SNS sports advertising strategies. For this purpose, after establishing a hypothesis between engagement, advertising attitude, and purchase intention, a questionnaire was distributed to employees of sports administration organizations that have experienced or are using SNS and statistically processed using 460 copies of self-administeration. Through this process, we obtained the following results. First, it was found that engagement had a significant effect on advertising attitude. Second, it was found that engagement had a significant effect on purchase intention. Third, it was found that advertising attitude had a significant effect on purchase intention. From the results of this study, it can be seen that the SNS sports advertisement engagement has a positive effect on the attitude and purchase intention of advertisements conducted on SNS. In other words, it should be actively used to increase more efficient advertising attitudes and purchase intentions through this identified engagement.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.61-76
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• 2020

As the media environment changes rapidly, the size of the online advertising market is growing rapidly. However, consumer's trustfulness in online advertising is much lower than that of old media, and there is also a phenomenon of advertising avoidance. Thus, in this study, advertising skepticism, advertising appeals, involvement, and FCB Grid theory were used to provide Youtube and advertisers with implications for advertising strategies. It was intended to provide a way to lower consumer advertising avoidance. As a result of Research 1, consumers with high advertising avoidance showed low advertising attitudes, brand attitudes, and attitudes toward products. In addition, there was no difference in gender, and when the frequency of online video viewing decreased and the age increased, advertising avoidance increased. Research 2 shows that consumers with high levels of advertising skepticism showed a high level of advertising attitude when the level of involvement was low and transformational appeal was high. In the FCB Grid model, consumers with high levels of advertising skepticism are found to be suitable for transformational appeal advertising. These results mean that Youtube and advertisers should think important about advertising skepticism, which is the cause of advertising avoidance, and that consumers with high levels of advertising skepticism should be presented with advertisements suitable for each type of product in the online advertising market.

• Journal of Fashion Business
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• v.14 no.1
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• pp.76-85
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• 2010

The purpose of this study was to investigate the relationships among advertisement attitudes, brand attitudes, and purchasing intention in wedding dress Internet advertisement, using SEM (Structure Equation Modeling). Two hundred two unmarried women participated in this study. For this study, banner advertisement stimuli was developed. Descriptive statistics, factor analysis, AMOS were used for data analysis. The results are as follows: First, advertisement attitudes affected positively brand attitudes. Second, brand attitudes influenced positively purchase intention. Finally, advertisement attitudes affected positively purchase intention. It appears that advertisement attitudes influenced purchase intention directly or indirectly via brand attitudes. Based on these results, fashion advertisement promotion marketing strategies would provide for wedding dress marketers.

• Journal of Information Technology Services
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• v.8 no.2
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• pp.23-41
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• 2009

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 its effects as a commercial media. Based on prior studies of Internet and Web advertising, informativeness, entertainment, irritation, trust, usefulness, ease of use, incentives, and flow were identified as affecting factors of the attitude of UCC advertising. Results show that informativeness, entertainment, irritation, trust, ease of use, and flow are significantly related to the attitude of UCC advertising, but usefulness and incentives are not. 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. This study contributes to improve the understanding of UCC as a commercial media and provides the base of activation strategies for it.

• International journal of advanced smart convergence
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• v.10 no.4
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• pp.14-21
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• 2021

The purpose of this study is to investigate the effect of consumers' engagement through SNS sports advertisements on purchase intention through advertising attitudes and product trust for the disabled. In other words, it was intended to investigate how the disabled people's intention to purchase products is formed by acting on various sports product advertisements that are seen during SNS activities. Accordingly, a survey was conducted on 300 people with disabilities participating in sports for the disabled. As a result, it was found that functional engagement had a positive effect on both advertising attitude and product trust, and advertising attitude and product trust had a positive effect on purchase intention. However, emotion engineering and communal engineering were found to have a negative effect on advertising attitudes and not on product trust.

• The Journal of the Korea Contents Association
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• v.17 no.12
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• pp.339-356
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• 2017

So far, there have been studies to verify the effectiveness of creative advertising contents, but there have been few studies explaining why creative advertisement contents are effective in consumer cognitive processes. The purpose of this study is to examine the effect of creativity of ad contents on desire to postpone cognitive closure and ad attitude. Furthermore, the cause of the advertising effect of the creative advertisement contents was set as disfluency and the relationship between the related variables was verified. Research has shown that creative advertising does not directly produce positive advertising attitudes, but it also forms ad attitudes through mediating effects of disfluency. In addition, it was found that disfluency mediated the desire to postpone cognitive closure in creative advertising. In summary, this study finds that the disfluency of advertising is an important variable for enhancing the advertising effect of creative advertisement. This study verified the advertising effect of creative advertisement by connecting it with consumers' cognitive variables.

• Culinary science and hospitality research
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• v.23 no.6
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• pp.99-109
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• 2017

This study aims to investigate the impacts of marketing motive (public- vs. firm-interest) and ad appeal (soft- vs. hard-sell) types on consumers' ad attitudes and behavioral intention in hotels' green advertising. From 711 US respondents, a multivariate analysis of covariance (MANCOVA) was employed to test main effects of marketing motive and ad appeal types on ad recipients' affective and cognitive ad attitudes, while controlling their environmental consciousness. Further, the study conducted a multiple regressions analysis to examine the influence of ad attitudes on respondents' intention to visit the hotel. The study found that a public-serving claim can yield more positive affective ad attitude than a firm-interested claim, regardless of ad image type (soft- or hard-sell image). The result also revealed that a soft-sell ad image can elicit more positive affective ad attitude than a hard-sell one. On the other hand, the study showed that consumers' affective and cognitive ad attitudes are significant predictors of behavioral intention (i.e., visit intention). The study provided theoretical and managerial implications for hospitality researchers and hotel marketers to effectively design hotels' green advertising to ultimately increase consumers' visit intention.

• Journal of Digital Convergence
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• v.19 no.5
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• pp.415-421
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• 2021

Femvertising is an advertising campaign for women's rights, and has recently been used as a marketing strategy for various brands along with feminism, an important social discussion. This study analyzed the effect of consumer's factors such as gender, age, and attitude to feminism on advertising attitudes. As a result, the factor of 'gender' showed statistically significant differences about attitudes toward femvertising. but 'gender' factor was not. And 'attitudes to feminism' factors have proven to have a significant influence on attitudes toward femvertising. This study will serve as a platform for femvertising to be discussed as an important social agenda, not just a marketing tool.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.5
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• pp.784-796
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• 2010

Consumers focus on information about the symbolic meaning of a product for highly involved and emotional products (such as cosmetic products). This study examines the effectiveness of the congruence between cosmetics advertising image and self-image on consumer attitudes. In addition, this study examines two additional moderating effects, which are 'product type' and 'message type'. For the experiment, four advertizing type factorial designs were performed. A total of 320 undergraduate female students in Korea participated in the experiment. This study captured the subjective judgments of consumers on these three comparisons in terms of advertizing attitude, brand attitude, and purchase intention. The results are as follows: First, the greater the self-congruity on cosmetic advertising, then the greater the effectiveness on advertizing attitude. Second, the increased self-congruity on cosmetic advertising did not create greater effectiveness on brand attitude. Third, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image increased the effectiveness on brand attitude. Fourth, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image improved the effectiveness on purchase intention. Fifth, the greater the brand attitude (on the congruence between the cosmetics advertising image and the self-image produced)increased the effectiveness for purchase intention. The results show a significant moderating role of the product type. Marketers can use the results of this study to understand the market of cosmetic products for promotion.