• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.5
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• pp.55-61
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• 2023

This study confirmed how emotional responses toward virtual influencers affect advertising effectiveness. While prior studies have focused on the attributes of influencers, we examined how consumers' psychological reactions while experiencing virtual influencers affect decision-making. As a result of the study, consumers showed specific emotional responses while experiencing virtual influencers, and confident, neat, subtle, trendy, glamorous, simple, and down-to-earth were extracted as representative emotions. Additionally, it was confirmed that these emotional responses influenced brand attitude, purchase intention, and recommend intention. These research results provide practical implications for marketing communications using virtual influencers.

• Journal of Digital Convergence
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• v.12 no.1
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• pp.263-271
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• 2014

Era of multi-channel digital multimedia on the Internet, cable, satellite and IPTV and the growth of new media such as terrestrial broadcast advertising with the poor rating has also dropped sharply. In this situation, terrestrial TV suggesting the introduction of in-program advertising appearing comments. In this study, the introduction of these intermediate advertising the public and professional awareness about the issue by comparing the introduction of in-program advertising feasibility was done in the purpose. Studies on terrestrial TV suggesting the introduction of in-program advertising and public opinion about the differences in perception between experts is high. The introduction of in-program advertising validity of these data for future in-program advertising to provide a basis for enforcement is expected to give.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.4
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• pp.51-60
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• 2023

This study aims to examine factors influencing the intention to continue using the metaverse, focusing on the impact of social norms. Specifically, direct and indirect effects of technical characteristics (perceive quality, interactivity, perceived playfulness), user characteristics (self-efficacy, personal innovativeness), and social influence factors (descriptive norm, injunctive norm, subjective norm) on continuous use intention were examined. The role of perceived ease of use and perceived usefulness as a mediator was also examined. An online survey was conducted with 165 college students attending universities in two large cities in South Korea who had used the metaverse. As a result, perceived playfulness, descriptive norm, and perceived usefulness directly influenced continuous use intention. Perceived playfulness, interactivity, and subjective norm influenced continuous use intention indirectly through perceived usefulness. This study theoretically extends the Technology Acceptance Model by specifying social influence in metaverse contexts. Practical implications are provided in terms of marketing strategy for the metaverse industry to continue to grow and develop.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.4
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• pp.100-106
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• 2023

Bundling has become a general promotion strategy in mobile shopping context. Previous research on bundling has mostly focused on bundle frame or price frame. Even though consumers are searching and purchasing the product in mobile channels, little research has investigated the effects of bundling in mobile shopping. The objectives of this study is to examine how different product image of bundle affects consumer's perception and purchase intention differently, and how brand familiarity moderate this influence. A sample of 140 subjects participated in a within-subjects experiment. A bundling composed of two different product image (a single product vs. bundled products) was evaluated by individuals. Brand familiarity (familiar brand vs. unfamiliar brand) were manipulated to test a set of hypotheses. We found that the effectiveness of bundling does not depend on the type of product image and brand familiarity. The findings of our study provide some implications for researchers and marketers. Although there have been studies on the effects of bundle framing on consumer behavior, we suggest new insights regarding bundling based on product image and mobile shopping context.

• Journal of Korea Multimedia Society
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• v.19 no.5
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• pp.856-864
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• 2016

Recently, HD transmission was commonplace in the case of the terrestrial broadcasting, furthermore, 4k UHD broadcasts are also being pilot and such as HD contents are common even in smart-phones. Like this, through both the content and audience are in the situation to take advantage of the HD mobile TV, only QVGA video contents are being transmitted in the terrestrial DMB broadcasting. In this paper, introduction plan of HD DMB service for activation of DMB industry will be described in terms of technical, institutional, and policy to overcome the limitations of such as DMB broadcasting. Due to the introduction of HD DMB, high quality contents will be provided to audience and the advertising revenue DMB broadcasters increased so that the market share of DMB in mobile broadcasting be recovered.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.3 no.4
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• pp.59-88
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• 2008

For the success of the DMB market to meet consumers' demands for Ubiquitous Media and strengthen the nation's competitiveness, it's inevitable for us to activate DMB advertising as of main profit source for DMB Media, and to develop various types of DMB advertising which are linked to the profit model. So I'd like to look over the various types of DMB advertising which are suitable for DMB features as one of the efforts to activate DMB advertising. First of all, I've figured out what kinds of advertising are available for new media and which related technologies are required for DMB media. Through this research, I could find out what features of new media such as cable broadcasting, Internet and Mobile have become the source of developing various types of advertising and how to a great part to activate new media advertising markets by making the best use of their media features. This research also shows that DMB advertising has the high potential to be developed in various and effective types and kinds of advertising with its media feature and technological feature. This research observing DMB advertising cases showed that DMB advertising can be divided into 6 types such as forms, purposes, techniques, advertising positions, the use of LBS(Location Based Service), coupons and it could be developed into various kinds of DMB advertising dependent on each type. On the other hands, it would be great to have continual researches and follow-ups for various types of DMB advertising and the verification of the effectiveness for DMB advertising by performing potential DMB advertising.

• Journal of Digital Contents Society
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• v.16 no.4
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• pp.615-622
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• 2015

Recently virtual advertising is located in an important area of interest in the TV market by convenience of application and reduction of cost. The methods of inserting a virtual advertising in broadcasting are Up-link that method insert the image through the production equipment of the broadcasting station and dispatch equipment and technical personnel in the shooting and Down-streaming that method insert a virtual image automatically in relay video using image processing technology. In recent years, the image processing technology is an important research area in the virtual advertising area for automatically insertion of advertising images. In this paper, we propose the method to extract less-informative region in sports video using image processing. The proposed method extracts less-Informative region through rectangle detection of Hough transform and analysis of color histogram distribution.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.19 no.6
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• pp.1-8
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• 2019

Recently, consumer distrust has deepened due to blog posts focusing only on public relations due to 'viral marketing'. In addition, marketing projects such as false writing or exaggerated use of the latter phase are one of the most popular programs in 2016 as they are cheaper and more effective than newspaper and TV ads, and the size of advertising costs is set to be a major means of advertising at '3 trillion 394.1 billion won. From this 'viral marketing,' it has become an Internet environment that needs tools to filter information. The fake review filtering application ADDAVICHI presented in this paper extracts, analyzes, and presents blog keywords, total number of searches, reliability and satisfaction when users search for content such as "event" and "taste restaurant." Reliability shows the number of ad posts on a blog, the total number of posts, and satisfaction shows a clean post with confidence divided into positive and negative posts. Finally, the keyword shows a list of the top three words in the review from a positive post. In this way, it helps users interpret information away from advertising.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.4
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• pp.155-164
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• 2020

This study measured the effect of PPL(Product Placement: PPL) in OTT(Over The Top) to search a new advertising revenue model according to the change of viewers' video content consumption patterns. On the first, by two research steps, the experiment was carried out using an eye-tracker and then a survey as the second step was administered asking subjects about their attitude about advertising messages, attitude about brand, and intention to purchase the brands used in the experiments. Specifically, the PPL materials used in the experiments were classified with three parts. This study has the meaning as approaching to the PPL research with new methodology by quantitatively access through the eye tracking of the subjects beyond the conventional qualitative measure that depends only on the memory of them. This research aims to find the possibility of indirect advertising as a new revenue model in the OTT environment.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.6
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• pp.7-14
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• 2020

This study was conducted as an exploratory study to redefine and examine what differences from native advertisements defined in previous studies through analysis of the types and formats of native advertisements appearing on media platform. A total of 159 samples in their twenties, and the results of looking at native ads currently appearing on media platform are as follows. First, native ads were running in the order of YouTube, Instagram, and Facebook. Second, it can be seen that it is being executed as a targeted advertisement for the 20s. Third, we could see that native ads are being executed a lot in the form of content or feed. It can be seen that the evolution of native advertising is being executed centering on content, focusing on fun and interest in the form of video, and its form and type are gradually evolving around the platform.