• Asia-Pacific Journal of Business
• /
• v.13 no.1
• /
• pp.141-152
• /
• 2022

Purpose - This study attempts to explore the factors that affect the consumer's response to the influencer's "backdoor advertisement" which has been a social media controversy recently. Accordingly, this study focuses on the importance of the information source's characteristics in influencer marketing, and demonstrates the impact of influencer credibility, attractiveness, and expertise on consumer responses after the influencer's sponsorship controversy. Design/methodology/approach - To this end, a study was conducted on adults who subscribed to one or more channels of influencers, and a virtual newspaper article was used in the survey. 196 sample data were collected and SPSS PROCESS Macro was used for data analysis. Findings - As a result, there was a negative impact on the credibility of the influencer which carried over to a negative reception of their shared content, while the attractiveness of the influencer had a positive impact on the reception of their shared content, even after the controversy over the influencer's backdoor advertisement. Research implications or Originality - This study contributes to the expansion of research on influencer marketing. Also, it provides insight into understanding and interpreting the phenomenon of influencers' backdoor advertisements and consumer reactions.

• Journal of Science of Art and Design
• /
• v.1
• /
• pp.267-303
• /
• 1999

The visual humor can be regarded as an original source for creative ideation. There are several types of humor. for example,'wit, satire, irony and so on. These can be motivations of developing an up-to-date idea. Wit differs from most humor in being purely intellectual, rather than relying on incongruities that come up naturally in many situations. The humor of words contains pun, hyperbole, repetition, and comparison or contrast. Especially in case of pun, it can be most important type of humor for making analytical and humorous effects visually. Pun, meaning the humor of double meaning, furnish us with much of our humor. The concept of pun is the most valuable for creating the visual humor by substituting, combining and manipulating symbols. There are essentially three distinct categories of puns : the literal pun, the suggestive pun, and the comparative pun. All types of puns belong to one of these three groups. The definitions are simple to understand and easy to apply for creating the visual humor, In order to develop a better conceptual model, (this researcher) reexamine the concept of humor, the relationship of humor to various types of message processing, and the relationship of humor to various aspects of message. This thesis. is primarily concerned with basic theories of humor such as concepts of humor, types of humor and analysis of humor. And this contains the research of humor's communications effects and theory of humor response with literature reviews. Modem theories of humor response generally fall into three major schools : Incongruity theories, Superiority theories and Arousal (Relief theories. Together these three approaches address the cognitive-perceptual, affective-evaluative and psycho-dynamic dimensions of a subject's humor response. The literature research of humor and humor response theory in communications and visual communications can help the visual application of humor concepts and usefulness of visual humor appeals. This research agreed that the humor and visual humor must be very effective at being as a means for the advertising expression, not for the purpose itself. In addition, this research is aimed at studying significations and usefulness of visual humor through semiotic approaches in the near future. Then it can be essencial research for the appropriate situational uses of humor related to media, product, and audience factors, such as nationality, age, standard of living, sexuality, and so on.

• The Journal of Industrial Distribution & Business
• /
• v.11 no.2
• /
• pp.49-59
• /
• 2020

Purpose: Online and social media and mobile shopping are increasing and companies are required to provide personal information in order to supplement the non-invasive characteristics of the channels. With the increased provision of personal information, consumers' personal and social concerns about the prevention of personal information infringement are also increasing, and in response, personal or opt-in marketing has emerged to compensate for reckless information abuse. Despite the background of this emergence, the existing prior studies are limited to ignoring the negative feelings of consumers in the real world, including only the net function and positive effect of the opt-in mail. Research design, data and methodology: The research framework was intended to utilize the impact of human marketing activities on consumer attitudes combined with positive and negative factors. Factors that positively affect attitudes toward permation marketing were presented, such as informality, and perceived risks were presented as negative impact factors. Also, based on previous prior research, the prior factors of opt-in marketing were to present the effect on purchase intent through the medium of attitude toward opt-in marketing. Results: In this study, we used the framework of a two factor theory to address positive and negative factors as a leading factor in the customer attitude toward opt-in mail advertising, and as a result, functionality and personalization have a positive effect on customer attitude and perceived risk have a negative impact on customer attitude. In addition, it was confirmed that the customer attitude formed this way affects the intention to purchase again. Conclusions: This study suggests that we have demonstrated that marketing, an opt-in marketing that has been recognized as part of marketing that is deployed after obtaining customer consent, has been applied without any other marketing methodology. E-mail advertising at this point also provides practical implications that the system safeguards are in place under an opt-in protocol or system, and that even if an e-mail advertisement is carried out, customers will need to look at the level of awareness about the risks, and suggests that they need to consider the customer's journey that could lead to purchase at the content level.

• Journal of the Korea Society of Computer and Information
• /
• v.25 no.7
• /
• pp.65-73
• /
• 2020

Viral video advertising is being used in the advertising and film industry for pre-promotion of certain products or pre-release films which has a lot of effect on investment. An analysis of viral video recognition is needed to predict future development directions. In response, the study conducted a survey on viral videos, focusing on college students in their 20s, who are the most exposed to advertisements and movies. Through this, the survey was conducted on recognition of viral videos, memorable viral videos, satisfaction level, message propagation method, positiveness of viral videos, expected future development, and desired viral video type. The survey showed that viral video recognition was 16.7% and the most memorable viral video; the "Let it Go" viral video from the movie "Frozen" was 69.1 %, according to the survey. The satisfaction level was not high at 31.2 %, and 73.5% of people sent messages to others after watching viral videos, which was very high. Negative opinions on viral videos were low at 13.7 %. 64.5% of the surveyors said the future of the viral videos would "develop" and 6.7% said would "not develop."

• Journal of Digital Convergence
• /
• v.16 no.12
• /
• pp.147-152
• /
• 2018

Current research examined the effect of fit in the executional cue on brand memory for luxury and non-luxury brand advertising. In particular, this research looked at music to see how well individuals memorize information about brands where background music and sound logo fit or non-fit in the advertisement. As results, the influence of fit in music was higher in the luxury brand advertisement than that of non-luxury brand. The findings demonstrate fit leads more positive response not only in the relationship between the executional cue and the brand image or executional cues, as seen in the literature, but also in the executional cue. Moreover, the effect of fit in the executional cue is greater for the luxury (vs. non-luxury) brand. Based on the results, present research proposes the academic and practical implications.

• Management & Information Systems Review
• /
• v.4
• /
• pp.285-308
• /
• 2000

Marketing is a topic of growing interest to nonprofit organizational managers(for example, hospitals, museums, charities and, churches, universities and colleges) as their organizations confront new, complex marketplace problems. These organization heads(specially in university and college) are laking their first, tentative steps toward marketing, often confusing it with its advertising and selling subfunctions. A genuine marketing response has been undertaken by a relatively small number of college in america. Their approach is best described as market-oriented institutional planning. In these approach, marketing is recognized as much more then mere promotion, and indeed, the issue of promotion cannot be settled in principles until more fundamental issues are resolved. According to market-oriented institutional planning customer satisfaction is one of the most important concept in university(college) marketing. Therefore, this study reviews literatures about university(college) marketing and general customer satisfaction. The literature study suggests some research hypotheses about customer satisfaction in college. Next, these hypotheses are tested empirically using ${\chi}^2-test$, multiple linear regression analysis and t-test. The research results worth explorative study on the customer satisfaction in the college.

• Archives of design research
• /
• v.18 no.3 s.61
• /
• pp.129-138
• /
• 2005

It has been assumed that the clarification of a message is a necessary element for successful communication. However, in the today's complicated and changing environment of business marketing media, it is shown that the clarification of the message of advertisement may inhibit the effectiveness of communication. This study was to examine what was effective communication in advertisement when the company, provoking the people's negative emotional response, needs to establish new identities such as the goals and the special fields of business. In particular, the study was to investigate what effect the advertising strategy of strategically emitting ambiguous messages makes on the consumer's recognition, emotional attitude, reliability, and attitude towards the company. It was hypothesized that an ambiguous message in an advertisement has an effect on the consumer's recognition, emotional attitude, reliability, and attitude towards the company. Three texts from the 'Imagination Praises' campaign of KT&G which has been in process since 2003 were systematically sampled and the survey was performed by the means of questionnaires made on the sample The results showed that the ambiguous message of advertising texts gained better responses on the consumer's attention, good impression, affirmation, memory, sympathy than the dear message and that the ambiguous message had an effect on the consumer's attitude towards the advertisement itself. Thus, it could be tentatively concluded that the ambiguous message could be more effective in recognition and recall to promote the changes of identities of the company having the people's unfavorable emotion. But there wasn't any evidence that an ambiguous message in an advertisement was more effective in terms of the consumer's emotional response, reliability, and attitude towards the company. From this, it could be inferred that the receiver had an uncomfortable, doubtful and negative attitude about the implicit expressive code contained in the message. In the future deeper qualitative studies can compensate for the limited explanation of this empirical study focused on statistical analyses.

• Journal of Intelligence and Information Systems
• /
• v.26 no.1
• /
• pp.75-95
• /
• 2020

With the growth of social networks, various forms of SNS have emerged. Based on various motivations for use such as interactivity, information exchange, and entertainment, SNS users are also on the fast-growing trend. Facebook is the main SNS channel, and companies have started using Facebook pages as a public relations channel. To this end, in the early stages of operation, companies began to secure a number of fans, and as a result, the number of corporate Facebook fans has recently increased to as many as millions. from a corporate perspective, Facebook is attracting attention because it makes it easier for you to meet the customers you want. Facebook provides an efficient advertising platform based on the numerous data it has. Advertising targeting can be conducted using their demographic characteristics, behavior, or contact information. It is optimized for advertisements that can expose information to a desired target, so that results can be obtained more effectively. it rethink and communicate corporate brand image to customers through contents. The study was conducted through Facebook advertising data, and could be of great help to business people working in the online advertising industry. For this reason, the independent variables used in the research were selected based on the characteristics of the content that the actual business is concerned with. Recently, the company's Facebook page operation goal is to go beyond securing the number of fan pages, branding to promote its brand, and further aiming to communicate with major customers. the main figures for this assessment are Facebook's 'OK', 'Attachment', 'Share', and 'Number of Click' which are the dependent variables of this study. in order to measure the outcome of the target, the consumer's response is set as a key measurable key performance indicator (KPI), and a strategy is set and executed to achieve this. Here, KPI uses Facebook's ad numbers 'reach', 'exposure', 'like', 'share', 'comment', 'clicks', and 'CPC' depending on the situation. in order to achieve the corresponding figures, the consideration of content production must be prior, and in this study, the independent variables were organized by dividing into three considerations for content production into three. The effects of content material, content structure, and message styles on Facebook's user behavior were analyzed using regression analysis. Content materials are related to the content's difficulty, company relevance, and daily involvement. According to existing research, it was very important how the content would attract users' interest. Content could be divided into informative content and interesting content. Informational content is content related to the brand, and information exchange with users is important. Interesting content is defined as posts that are not related to brands related to interesting movies or anecdotes. Based on this, this study started with the assumption that the difficulty, company relevance, and daily involvement have an effect on the dependent variable. In addition, previous studies have found that content types affect Facebook user activity. I think it depends on the combination of photos and text used in the content. Based on this study, the actual photos were used and the hashtag and independent variables were also examined. Finally, we focused on the advertising message. In the previous studies, the effect of advertising messages on users was different depending on whether they were narrative or non-narrative, and furthermore, the influence on message intimacy was different. In this study, we conducted research on the behavior that Facebook users' behavior would be different depending on the language and formality. For dependent variables, 'OK' and 'Full Click Count' are set by every user's action on the content. In this study, we defined each independent variable in the existing study literature and analyzed the effect on the dependent variable, and found that 'good' factors such as 'self association', 'actual use', and 'hidden' are important. Could. Material difficulties', 'actual participation' and 'large scale * difficulties'. In addition, variables such as 'Self Connect', 'Actual Engagement' and 'Sexual Sexual Attention' have been shown to have a significant impact on 'Full Click'. It is expected that through research results, it is possible to contribute to the operation and production strategy of company Facebook operators and content creators by presenting a content strategy optimized for the purpose of the content. In this study, we defined each independent variable in the existing research literature and analyzed its effect on the dependent variable, and we could see that factors on 'good' were significant such as 'self-association', 'reality use', 'concernal material difficulty', 'real-life involvement' and 'massive*difficulty'. In addition, variables such as 'self-connection', 'real-life involvement' and 'formative*attention' were shown to have significant effects for 'full-click'. Through the research results, it is expected that by presenting an optimized content strategy for content purposes, it can contribute to the operation and production strategy of corporate Facebook operators and content producers.

• Cartoon and Animation Studies
• /
• s.13
• /
• pp.67-82
• /
• 2008

This exploratory study examined the possibility that the notion, willing suspension of disbelief, can explain the processing of animated spokes-character in advertising. Willing suspension of disbelief has originated from Coleridge's explanation of poetic faith. And the term has been theoretically studied in the response of fiction in creative works, such as cinema, dramas, and advertisements, as well as literature. So far, willing suspension of disbelief has been proposed as a mediator of empathy, cognitive responses and affective responses to fiction. On these theoretical bases, a survey was conducted to 64 people with 3 advertisements to test the validity of the discriminant function. Findings of discriminant function analysis are as follows: First, the variable of willing suspension of disbelief well discriminated between the willing group and the non-willing group. Secondly, the Intensity of willing suspension of disbelief showed statistically significant difference between the willing group and the non-willing group. Thus, according to these results, it is proposed that the effects of the willing suspension of disbelief can be examined as a mediator of the response of fiction in further substantial studios.

• KIPS Transactions on Software and Data Engineering
• /
• v.7 no.10
• /
• pp.397-404
• /
• 2018

Various applications are widely developed for smartphones to meet customer's needs. In many companies, messenger's typed interactive systems have been studied for business marketing, advertising and promotion to provide useful services for the customers. Such interactive systems are usually called as "Chatbot". In Chatbot, duplicated responses from Chatbot could occur frequently, and these make one lose interest. In this paper, we define a case that the response of Chatbot is duplicated according to the user's input, and propose a method to reduce duplicated responses of Chatbot. In the proposed method, we try to reduce duplication responses through a new duplication avoidance algorithm by building multiple tables in a database and by making combinations of user's input and its response in each table. In our experiments, the proposed method shows that duplicated responses are reduced by an average of 70%, compared with the existing method.