• International Journal of Internet, Broadcasting and Communication
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• v.16 no.1
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• pp.1-10
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• 2024

The current study examined the causal relations among sustainable luxury campaigns' message framing types (negative vs. positive), sustainable brand image and perceived consumer effectiveness. The study tested the moderation of perceived brand luxury about the message framing types, sustainable brand image, and perceived consumer effectiveness. An online survey adopting luxury product is conducted with a total of 194 Korean consumers, testing the hypotheses. In the results, the message framing type is found to significantly affect perceived consumer effectiveness but not sustainable brand image. Perceived brand luxury significantly negatively moderates the relationship between the message framing type and perceived consumer effectiveness but not between the type and sustainable brand image. The results supported the positive influence of perceived consumer effectiveness on sustainable brand image. The moderation of perceived brand luxury was confirmed only for the relationship between the message framing type and perceived consumer effectiveness. The results empirically confirm that the message frame of luxury marketing could positively affect consumers' attitude formation, such as perceived consumer effectiveness, which is consistent with previous studies' research results. The results document that luxury brands using a negative message frame type had a more significant effect on perceived consumer effectiveness than the positive frame type. The findings contribute to the literature of new media-based sustainable marketing of luxury products as to how it affects consumers' brand evaluation and purchase intention, focusing on the causal relationships among the message-framing type of sustainable luxury marketing, sustainable brand image, and perceived consumer effectiveness. Given the increasing pursuit of sustainability in the luxury industry, the results contribute to deriving implications for sustainable marketing of efficient luxury brands.

• The Research Journal of the Costume Culture
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• v.32 no.1
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• pp.1-16
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• 2024

In response to the global trend of making sustainable development an urgent task, luxury fashion brands actively embrace it in their corporate philosophies and management policies. However, despite the widespread consensus in the related industry and the strong will of companies for the sustainable development of luxury brands, there are still few cases of luxury fashion brands successfully implementing sustainable development. This study examined the impact of the types of message framing on the sustainability marketing of luxury fashion brands, focusing on their effects on perceived message effectiveness, sustainable brand image, and brand attitudes. An online survey was administered to 464 Korean consumers in their 20s to 40s to test the hypotheses. The results showed that perceived effectiveness was higher for negatively framed messages (loss) than for their positive counterparts (gain). The types of message framing did not significantly affect sustainable brand messages, and no significant difference in perceived brand image was found, regardless of message type. Perceived message effectiveness exerted a significant positive effect on sustainable brand image, and such an image had a significant positive effect on brand attitudes. The results provide implications for related research and practical implications for the development of competitive sustainability marketing strategies for luxury fashion-an industry still in its infancy.

• The Journal of the Convergence on Culture Technology
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• v.10 no.1
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• pp.245-252
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• 2024

This study sought to identify the interactive relationship between the individual cognitive characteristics of perceived consumer effectiveness and the impact of the message framing type of a fashion brand's sustainable marketing on consumers' brand trust. As a result of the study, it was confirmed that the fashion brand's message framing type increased consumers' perceived consumer effectiveness, and that the recipient's perceived consumer effectiveness each influenced the formation of consumers' trust in the brand. It was confirmed that the fashion brand's message frame directly had a positive effect in forming consumers' brand trust.

• The Journal of Information Systems
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• v.27 no.2
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• pp.29-52
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• 2018

Purpose As the number of SNS users increases, the importance of SNS advertisement is also increasing. Thus, the purpose of this study is to analyze the effect of factors on effectiveness of SNS advertising, and expand research on users' attitude and behavior intention toward SNS advertising. Design/methodology/approach This study was designed to examine the structural relationships among SNS service attribute, users' cognitive characters, psychological factors, users' attitude and behavior intention toward SNS advertising. Concretely, SNS service attribute was presented as online interactivity, and users' cognitive characters were presented as perceived relevance and perceived intrusiveness. In addition, psychological factors were presented as presence experience and message credibility, users' attitude toward SNS advertising was presented as advertisement attitude and users' behavior intention was presented as WOM. Findings The results showed that online interactivity has a positive effect on presence experience and message credibility, but perceived intrusiveness has a negative effect on presence experience and message credibility. Perceived relevance has a positive effect on presence experience, but does not have significant effect on message credibility. Presence experience and message credibility have positive effects on advertisement attitude and WOM, and advertisement attitude also has a positive effect on WOM. Based on the results from this study, academic and practical implications can be drawn. First, the study extended the scope of research about SNS advertising through focusing on SNS service attribute and SNS users' cognitive characters and identified the relationship between presence experience, message credibility, advertisement attitude and WOM. Second, the results of this research can provide practical guidelines to develop effective advertising strategies for companies which promoting SNS as a marketing tool.

• Korean Journal of Health Education and Promotion
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• v.7 no.2
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• pp.15-21
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• 1990

It is evidenced that the mass media can play an important role in communicating information to the public. Although some campaigns have failed to achieve success, application of mass communication principles should increase the likelihood of effectiveness. Specifically, campaign strategies should attempt to select message sources that are perceived as credible by the audience. In designing and disseminating messages, the quality of content should be emphasiged as well as the quantity of presencation. The context of message reception should be carefully considered. Selection of channels depends on the configuration of source, superior for most purposes. The crucial role of precampaign audience analysis should not be overlooked.

• Asian Pacific Journal of Cancer Prevention
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• v.17 no.12
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• pp.5165-5172
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• 2016

Background: Stomach cancer is one of the five most common cancers in Iran. This study examined the effectiveness of a mobile telephone short-message service (SMS) based-education intervention using Health Belief Model (HBM) variables in improving dietary behavior in terms of stomach cancer prevention among a sample of Iranian female college students. Materials and Methods: In this quasi-experimental study, 124 female college students in the dormitories of Yazd University, Yazd, Iran were randomly selected and assigned to either the intervention (n=62) or the control group (n=62). Information (data) regarding HBM variables and dietary behavior related to stomach cancer prevention was collected by a self-administrated questionnaire. Forty eight messages were designed and sent to the participants' phones in the intervention group during the 48-day intervention period. Two groups were followed-up one month after the intervention delivered via SMS. Results: There were significant differences in HBM variables (except for the perceived severity) and the preventive dietary behaviors for stomach cancer in the intervention group compared to the comparison group following the education intervention delivered via SMS. Conclusions: SMS-delivered nutrition education intervention can be a practical strategy to improve dietary behavior related to stomach cancer prevention.

• International Journal of Contents
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• v.9 no.3
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• pp.29-34
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• 2013

This study attempted to compare usability of auditory interfaces, which is a comprehensive concept that includes safety, utility, effectiveness, and efficiency, in personal computing environments: verbal messages (speech sounds), earcons (musical sounds), and auditory icons (natural sounds). This study hypothesized that verbal messages would offer higher usability than earcons and auditory icons, since the verbal messages are easy to interpret and understand based on semiotic process. In this study, usability was measured by a set of seven items: ability to inform what the program is doing, relevance to visual interfaces, degree of stimulation, degree of understandability, perceived time pressure, clearness of sound outputs, and degrees of satisfaction. Through the experimental research, the results showed that verbal messages provided the highest level of usability. On the contrary, auditory icons showed the lowest level of usability, as they require users to establish new coding schemes, and thus demand more mental effort from users.

• Journal of Distribution Science
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• v.9 no.4
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• pp.29-42
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• 2011

With the many advantages of the internet, online shopping has become one of the fastest growing types of retail businesses. However, internet-based firms are much more firmly required to retain existing customers rather than secure new ones, and to make them revisit the site by strengthening trust and loyalty, thereby improving profits and outrivaling competitors. Commitment is an essential part of successful long-term relationships between buyers and sellers. Although commitments by both parties in an exchange can provide the foundation for the development of relational social norms, disproportionate commitments can lead to opportunism by the less committed partner. Moreover, flow, which is characterized by intense concentration and enjoyment, was found to be significantly linked with exploratory use behavior, which in turn was linked to the extent of computer use. The level of flow was, itself, determined by the individual's sense of being in control, and the level of challenge perceived in maneuvering a website. Website attractiveness goes hand in hand with the attractiveness of an internet shopping mall, and it can be conceptualized as the persuasive effectiveness of a message by the use of familiarity, favor, similarity, etc. It occurs when information receivers try to achieve self-satisfaction when they actually or emotionally identify themselves with an information source. This study investigates the relationship between the perceived system characteristics of an internet shopping mall and the loyalty of online consumers, and it examines how perceived website attractiveness and flow play mediating roles between the perceived system characteristics of an internet shopping mall and the affective commitment in the context of a clothes internet shopping mall. For these purposes, a structural model comprising several variables was developed. That model was tested with an analysis of moment structure (AMOS) using data from respondents who had purchased clothing through the internet during the past three months. In this model, the perceived system characteristics of an internet shopping mall, such as familiarity, reputation, uniqueness, positive emotions, self-efficacy, and interactivity, were proposed to affect the website's attractiveness and flow, and lead to a higher affective commitment over time. Thus, the perceived website attractiveness and flow were proposed as core mediating variables between perceived system characteristics and affective commitment. The results of a reliability test using Cronbach's Alpha, and a confirmatory factor analysis warranted using unidimensionality for the measures for each construct. In addition, the nomological validity of the measures was warranted from the results of a correlation analysis. The results of empirical analyses indicated that systematic attributes resulting in website attractiveness and user's characteristics, thereby triggering customers' flow, play a crucial role in inducing customers' affective commitment, and a user's characteristics are twice as important as systematic attributes in this study. Moreover, familiarity, reputation, and uniqueness all have a significant effect on website attractiveness, and the research showed that uniqueness took the first place, and that familiarity and reputation followed in order of magnitude. The fact that reputation was not the most important factor that affects the attractiveness of an internet shopping mall, with uniqueness or familiarity having a greater impact, suggests much deeper implications. Finally, positive emotion, self-efficacy, and interactivity all have a significant effect on customers' flow. In particular, the fact that positive emotion, compared to self-efficacy or interactivity, has much more impact on flow is very suggestive.

• Asia Marketing Journal
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• v.16 no.4
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• pp.1-18
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• 2015

Assuming that not all background music in advertising function as effective retrieval cues for the advertised messages, this study proposes that we should be able to distinguish the retrieval cue effect of music from the simple ad exposure effect. This study tries to identify which specific characteristics of music are related to the retrieval cue effect. Our experiment focuses on congruency and familiarity of music as key characteristics of music which affect the effectiveness of the music's role as a retrieval cue for the advertised messages. We used four groups of subjects to test the retrieval cue effect of the background music. Each group was exposed to one of the four different types of background music and was again sub-divided into an experimental and a control group (i.e., a total of eight independent sub-groups were included in the experiment.) The first two sub-groups were exposed to the experimental advertisement with the background music of high congruency and high familiarity. After the ad exposure, the background music was provided as a retrieval cue to only one of the two sub-groups. Comparison of the memory performance between the two sub-groups will reveal the net retrieval cue effect of the music of high congruency and high familiarity. Similarly, another two sub-groups watched the same ad but with the background music of high congruency and low familiarity. Also the same ad but with the music of low congruency/ high familiarity was shown to another two sub-groups and that of low congruency and low familiarity music was to another two. Among the two sub-groups with the same music, only one group had the music cue at the memory tasks. One hundred and seventy four undergraduate students at the college of one of authors in Asia participated in the study. Their ages ranged from 18 to 24 with a median of 20. The sample was composed of 51.7 percent male subjects. They were randomly assigned to each of the eight sub-group. The results show that the music highly congruent with the advertised message facilitates the message retrieval, while the low congruency music cue does not. It was also found that the low familiarity music cue improves memory performance only when the music is perceived as congruent with the advertised message. From a theoretical and practical perspective, this study provides boundary conditions for effective retrieval and suggests that the congruent music specifically created for the ad is a more effective retrieval cue than other types of music cues.

• Korean Journal of Adult Nursing
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• v.17 no.2
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• pp.219-229
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• 2005

Purpose: The purpose of this study was to evaluate the effectiveness of 8 weeks smoking cessation program(SCP) developed by researchers. Method: One group pretest-posttest design was used in this study. The subjects were 88 male university students who consented to participate in the 8 weeks SCP. The SCP in this study consisted of a stop-smoking class, e-mail, SMS(short message service), cellular phone, internet cafe, displayed panel, and patch or acupuncture for quitting smoking. Korean version of questionnaire for nicotine dependency by Ahn et al.(2002), the smoking self-efficacy scale translated by Choi(1999) and subjects' opinion about the SCP were measured. The data were analyzed by using frequency, Chi-Square test, paired t-test and repeated measures ANOVA with SPSS WIN 10.1 Program. Results: 1) The rate of quitting smoking was 31.8% after 8 weeks SCP. 2) There was no significant decrease in the nicotine dependency score among smoking subjects after SCP. 3) There was a significant increase in self-efficacy after SCP. The mean score of self -efficacy in the quitting smoking group increased significantly, but did not significantly change in the smoking group. 4) The stop-smoking class was the most helpful among contents of the SCP. Contents of the SCP except for internet cafe were useful for quitting smoking in this study. Conclusion: The above results indicated that the 8 weeks SCP would be a helpful intervention to quit smoking for male university students.