• Journal of Digital Convergence
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• v.16 no.5
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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.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.5 no.11
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• pp.2087-2102
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• 2011

The purpose of this study is to develop and present a strategic framework for mobile Internet marketing in the $Web^2$ environment. The $Web^2$ mobile Internet marketing is characterized by services, such as augmented reality and social network services. Considering the changes in the effects and types of advertisements in the mobile Internet, few studies of mobile advertisements have been conducted thus far in the $Web^2$ environment, including the cloud computing environment. Accordingly, this research aims to identify the relationships between importance and satisfaction and to uncover the characteristics of mobile advertisements through smart phones using the IPA (Importance-performance Analysis) methodology in the $Web^2$ environment. To induce the minimum required characteristics of a mobile advertisement in terms of the importance and satisfaction of IPA, Kano's model is applied to this analysis. The study also probes the relationships between the overall satisfaction and factors of each dimension of IPA through a regression analysis. As a result, this study presents four types of $Web^2$ mobile Internet marketing strategies. It was also confirmed that the maintenance reinforcement factors of the IPA dimension affect the degree of overall satisfaction. This study has implications for businesses and researchers preparing $Web^2$ mobile services and marketing.

• Journal of Digital Convergence
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• v.12 no.10
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• pp.541-556
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• 2014

study on Storytelling advertisement, this study examined its own characteristics and distinctive qualities, compared to other advertisements. For this purpose, not only previous discussions about Storytelling genre and theoretical system about its narrative are examined; but also, from actual advertisements, its classification and the distinction of their characteristics are established. According to the Storytelling advertisements, it is also examined that each impact on the field of consumer's response of sympathy, perception, and emotion; and on the process of advertising effect. Below is the results of each research. Through the comparison of Storytelling advertisement's clarification, the following was suggested: there are distinctive advertising strategies, the relationship between advertising strategies and advertisement forms, and the consideration for causing the consumer's response, depending on the advertisement form. Also, the concept of explaining how consumers perceive, in the process of advertising effect, the main concept of the drama advertisement, that is the constituents of drama genre, such as characters, plot, conflict, transition, helps achieve the deeper understanding toward advertising.

• The Research Journal of the Costume Culture
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• v.30 no.4
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• pp.548-562
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• 2022

We conducted this study to determine the TikTok usage status of Chinese consumers, and the effect of fashion advertisement type preference and TikTok characteristics on fashion product purchase intentions. For this study, we conducted a literature review and survey method. The following conclusions were drawn by collecting data online and performing statistical analysis. Firstly, the period of use was 2 - 4 years, and 95.1% of people used it for 2 - 3 hours a day, and 95.1% of the people had a purchasing experience on TikTok. Secondly, the most people were interested in self creating and editing videos in TikTok. With regards to TikTok content, groups aged 30 are significantly more interested in fashion coordination suggestions and influencer' recommendations than groups aged 20. Thirdly, this study found that the characteristics of TikTok fashion advertisements significantly influenced purchase intention. Among the characteristics of fashion advertisements, this study conclude that the "fashion entertainment" characteristic factor that fashion advertisements are fun and entertaining was the most influential variable on purchase intention, followed by useful information, reliability, and interactivity related to fashion. Fourthly, the types of preferred TikTok fashion advertising had a statistically significant effect on product purchase intention. The influential types of preferred advertising are top view, live advertisement, hashtag challenge, in-feed ads, and sticker ads.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.89-114
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• 2008

Most of the extant studies on communication effects have been devoted to the typical issue, "what types of communication activities are more effective for brand awareness or brand attitudes?" However, little research has addressed another question on communication decisions, "what makes communication activities less effective?" Our study focuses on factors negatively influenced on the efficiency of communication activities, especially of Advertising. Some studies have introduced concepts closely related to our topic such as consumer confusion, brand confusion, or belief confusion. Studies on product belief confusion have found some factors misleading consumers to misunderstand the physical features of products. Studies on brand confusion have uncovered factors making consumers confused on brand names. Studies on advertising confusion have tested the effects of ad models' employed by many other firms for different products on communication efficiency. We address a new concept, Ad noises, which are any factors interfering with consumers exposed to a particular advertisement in understanding messages provided by advertisements. The objective of this study is to understand the effects of ad noises caused by ad models on brand awareness and brand attitude. There are many different types of AD noises. Particularly, we study the effects of AD noises generated from ad model selection decision. Many companies want to employ celebrities as AD models while the number of celebrities who command a high degree of public and media attention are limited. Inevitably, several firms have been adopting the same celebrities as their AD models for different products. If the same AD model is adopted for TV commercials for different products, consumers exposed to those TV commercials are likely to fail to be aware of the target brand due to interference of TV commercials, for other products, employing the same AD model. This is an ad noise caused by employing ad models who have been exposed to consumers in other advertisements, which is the first type of ad noises studied in this research. Another type of AD noises is related to the decision of AD model replacement for the same product advertising. Firms sometimes launch another TV commercial for the same products. Some firms employ the same AD model for the new TV commercial for the same product and other firms employ new AD models for the new TV commercials for the same product. The typical problem with the replacement of AD models is the possibility of interfering with consumers in understanding messages of the TV commercial due to the dissimilarity of the old and new AD models. We studied the effects of these two types of ad noises, which are the typical factors influencing on the effect of communication: (1) ad noises caused by employing ad models who have been exposed to consumers in other advertisements and (2) ad noises caused by changing ad models with different images for same products. First, we measure the negative influence of AD noises on brand awareness and attitudes, in order to provide the importance of studying AD noises. Furthermore, our study unveiled the mediating conditions(variables) which can increase or decrease the effects of ad noises on brand awareness and attitudes. We study the effects of three mediating variables for ad noises caused by employing ad models who have been exposed to consumers in other advertisements: (1) the fit between product image and AD model image, (2) similarity between AD model images in multiple TV commercials employing the same AD model, and (3) similarity between products of which TV commercial employed the same AD model. We analyze the effects of another three mediating variables for ad noises caused by changing ad models with different images for same products: (1) the fit of old and new AD models for the same product, (2) similarity between AD model images in old and new TV commercials for the same product, and (3) concept similarity between old and new TV commercials for the same product. We summarized the empirical results from a field survey as follows. The employment of ad models who have been used in advertisements for other products has negative effects on both brand awareness and attitudes. our empirical study shows that it is possible to reduce the negative effects of ad models used for other products by choosing ad models whose images are relevant to the images of target products for the advertisement, by requiring ad models of images which are different from those of ad models in other advertisements, or by choosing ad models who have been shown in advertisements for other products which are not similar to the target product. The change of ad models for the same product advertisement can positively influence on brand awareness but positively on brand attitudes. Furthermore, the effects of ad model change can be weakened or strengthened depending on the relevancy of new ad models, the similarity of previous and current ad models, and the consistency of the previous and current ad messages.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.8
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• pp.877-889
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• 2011

This study investigates the effects of social media's fashion advertisements. A survey was taken among men and women in their twenties who had experiences with fashion brand social media. A total of 270 questionnaires were used in this analysis. The results are as follows: First, the factors of content and pursuit of information had positive (+) impacts on advertisement attitude for both men and women in the fashion brand communities. Only the pursuit of information had positive (+) effects on men's brand attitude; however, economy, self-satisfaction, and the pursuit of information influenced women's brand attitude and purchase intention. Secondly, in fashion brand video UCCs, pursuit of information and the formation of relationships had positive (+) impacts on men and women, respectively. The formation of relationships had positive (+) impacts on men's brand attitude; however, the formation of relationships and the pursuit of information influenced women's brand attitude. The pursuit of information and formation of relationships had a positive (+) influences on men's and women's purchase intention, respectively. Men had differences in the pursuit of information and advertisement attitude in the two types of fashion brand communities and video UCCs; however, women had differences in economy and self-satisfaction, advertisement attitude, and brand attitude in the two types. The study results provide basic data by examining men and women in their twenties who have easy access to the Internet for advertisement attitude, brand attitude, and purchase intention in social media as an online fashion advertising media as well as useful information for establishing marketing strategies.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.2
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• pp.137-143
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• 2020

The purpose of this study is to analyze the structural relationship among advertising attribute, advertising attitude, product attitude and purchase intention in YouTube advertising. The survey subjects to achieve the purpose of this study were selected the group of 300 students who have been watching YouTube VOD once more and are attending in three universities that are located in Seoul, Gyeonggi and Chungnam. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 18 was used for confirmatory factor analysis and structural equation model analysis. information, irrtation and individuality affect viewers' advertisement attitude, their product attitude and purchasing intent, among advertisement attributes of e-sports items perceived by viewers of YouTube's e-sports videos with the insertion of advertisements that cannot be skipped in the middle of the video.Therefore, the similarity between the video and the advertised product or brand should be taken into account when producing advertisements inserted in the YouTube video, and a more positive advertising effect can be achieved when advertisement can be carried out reflecting the characteristics of the target viewers.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.6
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• pp.996-1011
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• 2023

This study introduces an effective marketing strategy for fashion SMEs and small designer brands utilizing Instagram as a social networking platform. The research compared the impact of two information delivery types (native advertisements vs. live streaming after native ads) and two types of promotional messages (scarcity vs. price discount) on SNS consumption value, and product attitude toward fashion designer brands. The study involved surveying 251 Korean women aged 25-55 with experience in buying designer products and using SNS. Data analysis was conducted using SPSS 26.0 and Process Macro v3.5. Results indicated that both native advertisements and live streaming enhance economic and social values in SNS consumption. Live streaming with price discount messages generates higher perceived SNS consumption values compared to scarcity messages. Consumers showed a more favorable attitude toward designer brand products when watching the live streaming of price discount messages rather than scarcity messages. The findings emphasize that the broadcast host actively induced participation to reveal viewers' social presence through comments or emphasized discount messages such as ultra-special prices during live streaming on Instagram.

• Asia Marketing Journal
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• v.22 no.2
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• pp.59-85
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• 2020

Combining prior theories on innovation newness with information processing style (imagery vs. analytical), this study presents a theoretical framework; develops hypotheses; and makes predictions on how analytical versus imagery ads influence consumers differently depending on the newness level of products. The study shows that consumers are more likely to evaluate RNPs (radically-innovative new products) positively when they are advertised with imagery cues. Compared with analytical advertisements, imagery advertisements increased advertising effectiveness, product evaluation, and purchase intention of RNPs. These effects were demonstrated by using stimuli from two product categories consisting of washing machines and cars. In particular, in advertisement for RNPs, verbal description that induced imagery processing, such as "picture yourself using this product," was more effective in generating favorable responses, compared to verbal description that induced analytical processing, such as explanation of product attributes. This difference was present for RNPs, but not for INPs (incrementally-innovative new products). INPs are continuous innovations that are easier to understand, thus imagery ads do not provide additional advantage for consumers in understanding the innovation, compared to analytical ads. In RNPs, imagery ads can highlight new benefits that may have been neglected or undervalued by consumers, leading to greater message persuasiveness. Implications for marketing of RNPs are discussed.

• Journal of the Korean Data and Information Science Society
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• v.18 no.1
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• pp.81-96
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• 2007

The headline of advertisements holds the important position in advertisement recognition and receptivity. In this paper, we classified the headlines as several types with measuring the response effects for purpose of understanding the customer's behavior. Also we conducted the decision tree analysis and correspondence analysis. The decision tree shows the difference between responders and non-responders, and the correspondence analysis shows the relationship between the sales and the customer's demographic information.