• Asia pacific journal of information systems
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• 제28권3호
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• pp.183-203
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• 2018

In the era of Web 2.0, social media advertising can simultaneously stimulate consumers' brand purchase intention and brand information sharing intention. Product sales and brand information diffusion are equally important for a company that conducts advertising. This study investigates how features of brand content influence social media advertising effectiveness by integrating the stimulus-organism-response model and classic advertising effectiveness models. An analysis of 267 survey questionnaires shows that brand content-related cues, including perceived uniqueness, perceived vividness, and perceived interactivity have significant effects on consumers' affective and cognitive involvement, which then affect their attitude toward brand content. As a result, the consumers' attitude toward the brand and their brand purchase intention, as well as their brand content sharing intention, are positively affected by attitude toward brand content. This study contributes to a better understanding of how social advertising works, which suggests that managers should effectively use social media to conduct advertising.

• Journal of Digital Convergence
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• 제20권4호
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• pp.73-82
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• 2022

As digital advertising industry grows, consumers' concerns over personal information protect also rise. Thus, the current study is designed to explore college students' perspectives on digital behavioral advertising and personal information protection through in-depth interviews. According to study results, importance of personal information protection is highly regarded among college students and interviewees suggest individuals, companies, and government organizations work together to protect personal information. College students' behavioral level of personal information protection can be divided into three levels such as 1) no-action taken, 2) passive response, and 3) active response. The study found that college students' attitude toward digital behavioral advertising is positive and also negative at the same time. Lastly, the study suggests that college students have positive attitude toward companies' personal information collection and use for the marketing purpose such as digital behavioral advertising. At the discussion section this study puts emphasis on the need for digital media literacy education and suggests practical implications for personal information collection and its procedures.

• The Journal of the Korea Contents Association
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• 제13권12호
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• pp.986-994
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• 2013

With reviewing major advertising effect models, this research aimed to describe the accepted view of how advertising works, to discover the limits of current advertising effects research paradigm and to suggest the solutions. The results show that current advertising research has been mainly focused on brand attitude but other advertising effects have been neglected. Due to radically changing advertising media, the author proposes that new perspectives on the advertising effect are needed such as brand perception, brand familiarity and brand salience.

• Fashion & Textile Research Journal
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• 제16권4호
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• pp.564-579
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• 2014

Packaging of shopping bag is a 'silent salesman' which plays an important role in marketing communication due to the increase of self-service outlets and changing lifestyles of customers. Retail shopping bags, which are defined as bags provided by retailers to customer as a means of transporting merchandise, are a type of secondary packaging. This study explored the effect of a fashion product's shopping bag types in sense of shopping value, customers' response, attitude toward advertising, and purchase intention. Data was analyzed by factor analysis, frequency analysis, correlation, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study were as follows. Consumers' responses about shopping bags show that there are some differences between consumers who have either hedonic or utilitarian shopping value. Hedonic shopping value influences on consumers' response as unique, interesting, and attention; however utilitarian value affects prestige in addition to those four significant factors. Therefore, this study shows that consumer response is different in accordance with shopping value. Thus, using the various types of shopping bags can be influenced on effective advertising. It will also great effect on marketing activity with lower cost. The significant result from this study has proven that the shopping bag is correlates to the definition of pop art today because it can offer an opportunity to look at, play with and buy sophisticated visual stimulus. Therefore, retail and brands have to concern about shopping bag considering their decisive role in the apparel market.

• Korean journal of communication and information
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• 제43권
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• pp.282-313
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• 2008

Advertising is both applauded and criticized for its characteristics and roles on society. Advertising environment is changing and developing. The important changes in advertising are fragmentation of traditional media, growth of new media, and increasing clutter. The major issue in advertising and broadcasting system in Korea is reintroduction of in-program advertising on terrestrial television stations. The purpose of this study is investigate the responses of viewers to in-program advertising. This study considers program genre as mediating variable which may affect the viewers' responses to in-program advertising. Independent variables of this study are the insertion of in-program advertising (insertion/non-insertion) and program genres(news/educational/drama/entertainment program). Dependent variables of this study are viewers' responses, attitude towards broadcasting station and attitude towards advertiser. This study was run as a $2{\times}4$ factorial design with 30 subjects per cell, resulting in a total sample size of 240. This study randomly assigned each subject to 1 of the 8 treatment groups. The result of this study shows that in-program advertising induces negative responses of viewers, attitude towards broadcasting station and advertiser. And this study found that viewers showed the negative responses to in-program advertising regardless of program genre. The findings of this study illustrate the need of consideration and planning of in-program advertising to protect viewers' right.

• Journal of Intelligence and Information Systems
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• 제24권2호
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• pp.37-57
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• 2018

With the spread of smart phones, interest in mobile media is on the increase as useful media recently. Mobile media is assessed as having differentiated advantages from existing media in that not only can they provide consumers with desired information anytime and anywhere but also real-time interaction is possible in them. So far, studies on mobile advertising were mostly researches analyzing satisfaction with, and acceptance of, mobile advertising based on survey, researches focusing on the factors affecting acceptance of mobile advertising messages and researches verifying the effect of mobile advertising on brand recall, advertising attitude and brand attitude through experiments. Most of the domestic mobile advertising studies related to advertisement effect and advertisement attitude have been conducted through experiments and surveys. The advertising effectiveness measure of the mobile ad used the attitude of the advertisement, purchase intention, etc. To date, there have been few studies on the effects of mobile advertising on actual advertising data to prove the characteristics of the advertising platform and to prove the relationship between the factors influencing the advertising effect and the factors. In order to explore advertising effect of mobile advertising platform currently commercialized, this study defined advertising characteristics and media characteristics from the perspective of advertiser, advertising platform and publisher and analyzed the influence of each characteristic on advertising effect. As the advertisement characteristics, we classified advertisement format classified by bar type and floating type, and advertisement material classified by image and text. We defined advertisement characteristics of advertisement platform as Hedonic and Utilitarian media characteristics. As a dependent variable, we use CTR, which is the ratio of response (click) to ad exposure. The theoretical background and the analysis of the mobile advertising business, the hypothesis that the advertisement effect is different according to the advertisement specification, the advertisement material, In the ad standard, bar ads are classified as static framing, Floating ads can be categorized as dynamic framing, and the hypothetical definition of floating advertisements, which are high-profile dynamic framing ads, is highly responsive. In advertising, images with high salience are defined to have higher ad response than text. In the media characteristics classified as practical / hedonic type, it is defined that the hedonic type media has a more relaxed tendency than the practical media, and there is a high possibility of receiving various information because there is no clear target. In addition, image material and hedonic media are defined to be highly effective in the interaction between advertisement specification and advertisement material, advertisement specifications and media characteristics, and advertisement material and media characteristics. As the result of regression analysis on each characteristic, material standard, which is a characteristic of mobile advertisement, and media characteristics separated into 'Hedonic' and 'Utilitarian' had significant influence on advertisement effect and mutual interaction effect was also confirmed. In the mobile advertising standard, the advertising effect of the floating advertisement is higher than that of the bar advertisement, Floating ads were more effective than text ads for image ads. In addition, it was confirmed that the advertising effect is higher in the practical media than the hedonic media. The research was carried out with the big data collected from the mobile advertising platform, and it was possible to grasp the advertising effect of the measure index standard which is used in the practical work which could not be grasped in the previous research. In other words, the study was conducted using the CTR, which is a measure of the effectiveness of the advertisement used in the online advertisement and the mobile advertisement, which are not dependent on the attitude of the ad, the attitude of the brand, and the purchase intention. This study suggests that CTR is used as a dependent variable of advertising effect based on actual data of mobile ad platform accumulated over a long period of time. The results of this study is expected to contribute to establishment of optimum advertisement strategy such as creation of advertising materials and planning of media which suit advertised products at the time of mobile advertisement.

• Journal of Digital Convergence
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• 제16권5호
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• pp.207-211
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• 2018

TThis research paper discusses the results of an article on the effects of moderating role of self-monitoring on response to the two different types of online advertising appeals. It was hypothesized that low self-monitors show more positive attitude towards brand when exposing advertisements with product quality-based online advertising than high self-monitors, whereas high self-monitors show more positive attitude towards brand when exposing advertisements with image-based online advertising than low self-monitors. Through an experimental design involving product quality and image-based online advertising, this article demonstrates that the role of self-monitoring in online advertising effects is similar to traditional advertising studies. Based on the results of the study, practical and theoretical suggestions are interpreted in relation to online advertising creative messages and strategies.

• The KIPS Transactions:PartD
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• 제16D권1호
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• pp.43-54
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• 2009

The purpose of this study is to explore variables that affect users' perceived value of mobile advertising and actual response intention and to analyze causal relationships among variables. In order to verify the relational significance, we built new research model and hypotheses based on the Ducoffe's model(1996). And we found out four independent variables such as entertainment, information usefulness, convenience, economical efficiency, and advertising impact's value as a mediating variable. Especially, we classified into four multi-age groups to investigate properly moderating effects through SEM(path analysis) and difference test. Therefore, it is academical and practical worth that we developed our model to appropriate on mobile advertising's unique property and that we verified our hypotheses and variables focused on age group, whereas previous research did not. For this, we surveyed 345 samples for conducting structural equation modeling in empirical approach. The results of this study supported the statistical significance of all hypotheses except but convenience.

• Archives of design research
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• 제15권3호
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• pp.157-166
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• 2002

This research verified advertising effect according to ad information format and layout based on resource-matching theory. Existing researches suggested inconsistent results that it's effective to design advertising easy to understand by using factual information presentation and integrated layout or it's effective do design difficult advertising to understand by using explanatory information presestation and separate layout. The result of this study suggest that advertising effect by advertising design style is different according to situational elements such as motivation level of information processing and brand hierarchy. The results show that, in the high prestige brand, easily designed advertising using factual information presentation and integrated layout is more effective because consumers make favorable inference by remained cognitive resources. Contrary to this in the low prestige brand, not easily designed advertising using explanatory information and separate layout is more effective because consumers have no remained cognitive resources so that they concentrate on advertising itself.

• Journal of the Korean Society of Clothing and Textiles
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• 제46권3호
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• pp.513-529
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• 2022

Based on the stimulus-organism-response model, this study investigated the effects of three types of green performance appeals (i.e., before-, after-, and before/after-appeals) on consumer word of mouth (WOM) mediated by anticipatory hope. As the degree of consumer susceptibility to advertising varies by individual, individual perceived consumer effectiveness (PCE) was examined as a moderated mediating variable. A total of 191 responses were analyzed using SPSS 27.0 for analysis of variance and PROCESS procedure. Results showed the mediating role of anticipatory hope between advertising appeals and WOM: participants reported greater anticipatory hope when they viewed the advertisement with after- and before/after-appeals. This mediation was moderated by participants' PCE. The effect of green performance appeals on WOM was mediated by participants' anticipatory hope when their PCE was low; however, when participants' PCE was high, the mediation was not significant. The findings show that advertising appeals highlighting the effectiveness of green performance can attract consumers who do not believe that product consumption affects a sustainable environment and spread WOM. This research provides insights to fashion brands by suggesting effective green advertising strategies that can increase consumers' voluntary information-sharing behavior.