• The Research Journal of the Costume Culture
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• v.20 no.2
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• pp.251-262
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• 2012

This research aimed to examine an advertising location according to consumer involvement about internet search advertising and advertising effect according to advertising forms. This research carried out a questionnaire survey from May 25, 2011 for seven days with the target of men and women at the age of 20s-30s who tried search advertising in Seoul and capital area, and 519 copies were used for final analysis. For analysis of collected materials, the reliability test, factor analysis, $t$-test, regression analysis and ${\chi}^2$ test were executed by using statistical package SPSS 16.0. The results are as follows. First, it appeared that consumer's clothing involvement, advertising involvement, advertising location and advertising forms had an influence on site attitude and clicking intention. Consumers of high clothing involvement, high advertising involvement and upper end advertising appeared to have high site attitude and clicking intention. Second, all consumers of the low and high clothing involvement and upper end advertising appeared to prefer the upper end advertising. It appeared that consumers of low advertising involvement prefer lower end advertising, and consumers of high advertising involvement prefer the upper end advertising at an advertising location according to clothing involvement. Accordingly, it is important that the search advertising exposes advertising in the upper end, and that should use an advertising phrase capable of giving trust to consumers. As the text advertising had high site attitude and clicking intention in the advertising forms, consumers should pay attention to the advertising phrase.

• 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.

• Management & Information Systems Review
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• v.31 no.4
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• pp.109-137
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• 2012

This Research focuses on the effect of location-based mobile advertisement considering both of product involvement and advertising expression. The product involvement is classified as high and low involvement and forms of text and picture advertising, which are commonly used in mobile advertising, are chose in this research. To verify the advertising effect for location-based mobile advertisement, advertising attitude, brand attitude, and purchase intention are assessed by conducting survey experiment, which is stimulated for the location-based mobile advertisement including product involvement and advertising expressions. The results presented in this research indicate that the low-involvement product shows lower advertising effect rather than high-involvement product, because consumers recognize the mobile advertisement with low-involvement. The Second finding is that the effect of picture mobile advertising is more effective than that of text mobile advertising and this result is consistent with previous researchers. Finally, the favorable effects for location-based mobile advertisement is more effective than that of non-location-based mobile advertisement, because location-based mobile advertising can cause the immediate response for consumer to react with given advertising.

• Journal of Intelligence and Information Systems
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• v.19 no.3
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• pp.73-91
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• 2013

Advertising market has been facing new challenges due to dramatic change in advertising channels and the advent of innovative media such as mobile devices. Recent research related to mobile devices is mainly focused on the fact that mobile devices could identify users'physical location in real-time, and this sheds light on how location-based technology is utilized to achieve competitive advantage in advertising market. With the introduction of smartphone, the functionality of smartphone has become much more diverse and context awareness is one of the areas that require further study. This work analyses the influence of context awareness value resulted from the transformation of advertising channel in mobile communication market, and our research result reflects recent trend in advertising market environment which is not considered in previous studies. Many constructs has intensively been studied in the context of advertising channel in traditional marketing environment, and entertainment, irritation and information are considered to be the most widely accepted variables that has positive relationship with advertising value. Also, in smartphone advertisement, four main dimensions of context awareness value are recognized: identification, activity, timing and location. In this study, we assume that these four constructs has positive relationship with context awareness value. Finally, we propose that advertising value and context awareness value positively influence smartphone advertising attitude. Partial Least Squares (PLS) structural model is used in our theoretical research model to test proposed hypotheses. A well designed survey is conducted for college students in Korea, and reliability, convergent validity and discriminant validity of constructs and measurement indicators are carefully evaluated and the results show that reliability and validity are confirmed according to predefined statistical criteria. Goodness-of-fit of our research model is also supported. In summary, the results collectively suggest good measurement properties for the proposed research model. The research outcomes are as follows. First, information has positive impact on advertising value while entertainment and irritation have no significant impact. Information, entertainment and irritation together account for 38.8% of advertising value. Second, along with the change in advertising market due to the advent of smartphone, activity, timing and location have positive impact on context awareness value while identification has no significant impact. In addition, identification, activity, location and time together account for 46.3% of context awareness value. Third, advertising value and context awareness value both positively influence smartphone advertising attitude, and these two constructs explain 31.7% of the variability of smartphone advertising attitude. The theoretical implication of our research is as follows. First, the influence of entertainment and irritation is reduced which are known to be crucial factors according to previous studies related to advertising value, while the influence of information is increased. It indicates that smartphone users are not likely interested in entertaining effect of smartphone advertisement, and are insensitive to the inconvenience due to smartphone advertisement. Second, in today' ubiquitous computing environment, it is effective to provide differentiated advertising service by utilizing smartphone users'context awareness values such as identification, activity, timing and location in order to achieve competitive business advantage in advertising market. For practical implications, enterprises should provide valuable and useful information that might attract smartphone users by adopting differentiation strategy as smartphone users are sensitive to the information provided via smartphone. Also enterprises not only provide useful information but also recognize and utilize smarphone users' unique characteristics and behaviors by increasing context awareness values. In summary, our result implies that smartphone advertisement should be optimized by considering the needed information of smartphone users in order to maximize advertisement effect.

• Asia pacific journal of information systems
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• v.16 no.4
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• pp.239-254
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• 2006

Location-based advertising or application has been one of the drivers of third-generation mobile operators' marketing efforts in the past few years. As a result, many studies on location-based marketing or advertising have been proposed for recent several years. However, these approaches have two common shortcomings. First. most of them just suggested the theoretical architectures, which were too abstract to apply it to the real-world cases. Second, many of these approaches only consider service provider (seller) rather than customers (buyers). Thus, the prior approaches fit to the automated sales or advertising rather than the implementation of CRM. To mitigate these limitations, this study presents a novel advertisement recommendation model for mobile users. We call our model MAR-CF (Mobile Advertisement Recommender using Collaborative Filtering). Our proposed model is based on traditional CF algorithm, but we adopt the multi-dimensional personalization model to conventional CF for enabling location-based advertising for mobile users. Thus, MAR-CF is designed to make recommendation results for mobile users by considering location, time, and needs type. To validate the usefulness of our recommendation model. we collect the real-world data for mobile advertisements, and perform an empirical validation. Experimental results show that MAR-CF generates more accurate prediction results than other comparative models.

• Journal of Digital Convergence
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• v.19 no.12
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• pp.397-404
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• 2021

Product image location in search engine advertising plays an important role in consumer perception when the product is relatively low involved and has functional value. The purpose of this research is to investigate the interaction effects of product image location and product type on advertising effectiveness. Building on the literature of location effects, we show that for products for which heaviness is considered a positive attribute, product image placed on the right are preferred. To test hypotheses, a 2(product image location: left vs. right) × 2(product type: single vs. bundle) experiment is conducted and a total of 144 paricipants took part in the experiment. The results revealed that respondents show higher brand attitude and purchse intention toward a bundle product's advertising with product image place on the right. The results provide implications and suggestions for improving search engine advertising and marketing strategies.

• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.465-472
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• 2019

Although there are various cultural events and cultural contents produced in the region, there is a lack of distribution and spread of regional information to expand related economic consumption. This study combined local advertising by local advertisers with the knowledge search method in question and answer format from a location-based service perspective for the purpose of spreading and using local cultural information. The approach looked at domestic and international cases of knowledge search based on region and location-based advertising research, presented community model of location inquiry based information service and revenue model of local advertisement. Through this, this study designed a question and answer based community and operational structure model of local advertising, and developed an information service system in the form of prototyping. By extending the distribution of question and answer data among users to location information, it is meaningful that a business service model was presented that combines local cultural content information and the demand for user access with the revenue model of local advertising.

• Informatization Policy
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• v.29 no.1
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• pp.38-59
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• 2022

The development of IT technology and the spread of smartphones are having a great impact on businesses and consumers. Consumers have been able to acquire more diverse and larger amounts of information than in the past due to information provided through smartphones and information search on the internet, which has a significant influence on decision-making. Companies have also become sensitive to such changes in consumer behavior patterns, reflected in their marketing. In addition, among the various characteristics of smartphones, location-based technology has become an important factor in providing targeted marketing from a company's point of view. Such technological development and social change have led to the expansion of the mobile advertising market, which promotes products or services based on the location of consumers and provides benefits such as discount coupons. In this study, we have analyzed the influence of consumer characteristics on intention to use in mobile location-based advertising, which has become an important marketing method in the mobile advertising market. The effects of variables of personalization, engagement, coupon proneness, economic efficiency, and irritation on attitude and information privacy concerns were analyzed, and the effects of attitude and information privacy concerns on intention to use were analyzed. The results of this study are deemed to be able to suggest factors to consider when providing mobile location-based advertising to consumers in the future.

• Journal of Intelligence and Information Systems
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• v.23 no.4
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• pp.1-31
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• 2017

Modern businesses are adopting new technologies to serve their markets better as well as to improve efficiency and productivity. The advertising industry has continuously experienced disruptions from the traditional channels (radio, television and print media) to new complex ones including internet, social media and mobile-based advertising. This case study focuses on proposing intelligent advertising business model in Seoul's metro network. Seoul has one of the world's busiest metro network and transports a huge number of travelers on a daily basis. The high number of travelers coupled with a well-planned metro network creates a platform where marketers can initiate engagement and interact with both customers and potential customers. In the current advertising model, advertising is on illuminated and framed posters in the stations and in-car, non-illuminated posters, and digital screens that show scheduled arrivals and departures of metros. Some stations have digital screens that show adverts but they do not have location capability. Most of the current advertising media have one key limitation: space. For posters whether illuminated or not, one space can host only one advert at a time. Empirical literatures show that there is room for improving this advertising model and eliminate the space limitation by replacing the poster adverts with digital advertising platform. This new model will not only be digital, but will also provide intelligent advertising platform that is driven by data. The digital platform will incorporate location sensing, e-commerce, and mobile platform to create new value to all stakeholders. Travel cards used in the metro will be registered and the card scanners will have a capability to capture traveler's data when travelers tap their cards. This data once analyzed will make it possible to identify different customer groups. Advertisers and marketers will then be able to target specific customer groups, customize adverts based on the targeted consumer group, and offer a wide variety of advertising formats. Format includes video, cinemagraphs, moving pictures, and animation. Different advert formats create different emotions in the customer's mind and the goal should be to use format or combination of formats that arouse the expected emotion and lead to an engagement. Combination of different formats will be more effective and this can only work in a digital platform. Adverts will be location based, ensuring that adverts will show more frequently when the metro is near the premises of an advertiser. The advertising platform will automatically detect the next station and screens inside the metro will prioritize adverts in the station where the metro will be stopping. In the mobile platform, customers who opt to receive notifications will receive them when they approach the business premises of advertiser. The mobile platform will have indoor navigation for the underground shopping malls that will allow customers to search for facilities within the mall, products they may want to buy as well as deals going on in the underground mall. To create an end-to-end solution, the mobile solution will have a capability to allow customers purchase products through their phones, get coupons for deals, and review products and shops where they have bought a product. The indoor navigation will host intelligent mobile-based advertisement and a recommendation system. The indoor navigation will have adverts such that when a customer is searching for information, the recommendation system shows adverts that are near the place traveler is searching or in the direction that the traveler is moving. These adverts will be linked to the e-commerce platform such that if a customer clicks on an advert, it leads them to the product description page. The whole system will have multi-language as well as text-to-speech capability such that both locals and tourists have no language barrier. The implications of implementing this model are varied including support for small and medium businesses operating in the underground malls, improved customer experience, new job opportunities, additional revenue to business model operator, and flexibility in advertising. The new value created will benefit all the stakeholders.

• Journal of the Korean housing association
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• v.9 no.3
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• pp.33-46
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• 1998

This study attempts to find out the characteristic of apartment housing sales information and housing choice behavior according to housing location. For this purpose, the apartment housing sales information in newspaper advertising was investigated and analyzed by advertising appeals to clarify the phenomenon of apartment housing sales and the components of home environmental quality according to housing location in Pusan. Then the field survey has been carried out based on 176 households living in Pusan. The major findings are as follows: 1) The components of home environment through AAs were divided into three categories of appeals: residential area, site area and dwelling unit area. 2) Apartment housing developments were differentiated according to period of development and occupancy scales according to housing location. 3) The results of field survey showed users' housing location. 4) The characteristics of apartment housing sales information according to housing location were revealed those characteristic were concentrated on the category of residential area than site area or dwelling unit area. But in housing choice behavior, the characteristics of housing location appeared in all categories of home environment. Therefore, for better apartment housing development and planning, the characteristics of housing location need to be considered more actively.