• (The) Korean Journal of Advertising
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• v.28 no.8
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• pp.111-132
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• 2017

This study investigates how consumers' need for uniqueness and for self-expression have influence on their attitude towards brand webtoon contents and word of mouth intention. The results of this study shows that among the sub-dimensions of brand webtoon users' need for uniqueness, unpopular choices has a significantly positive influence on their need for self-expression, and in turn it has a strong positive impact on both attitude towards the webtoon content and intention of word of mouth. In particular, the data show that respondents' perceived perception of the persuasive intent of the brand webtoon moderates the effect of need for self-expression on the attitude towards the content. More specifically, respondents who perceive the persuasive intent in brand webtoon show a lesser degree of favourable attitude towards the content than do respondents who do report a low level of perception of persuasive intent of the brand webtoon. In sum, this study not only provides a theoretical foundation to understand how consumers perceive brand webtoons in terms of their need for uniqueness and for self-expression, but the study has implications for practitioners who are interested in using a brand webtoon for marketing.

• (The) Korean Journal of Advertising
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• v.28 no.3
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• pp.53-81
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• 2017

As online video advertising market grows, viral advertising is drawing attention. This study investigated factors influencing consumer's sharing intent of viral advertising each from four dimensions which are content, sender, consumer, and network. As a result, factors of persuasive intent, brand-ad image fit, perceived self-presentation, and bridging social capital were found to affect consumer's sharing intent of viral advertising. And persuasive intent of content was found to be negatively affect consumer's sharing intent. Social value and bonding social capital were not found to have significant influence on consumer's sharing intent of viral advertising. From the analysis of this result, this study suggested future research topic and academic/practical implications.

• Journal of the Korean Home Economics Association
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• v.26 no.1
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• pp.151-162
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• 1988

This study is mainly concerned with providing a basis for the T.V. ad. regulation toward child consumer. The objective of this study is to investigate the facors related to the level of understanding & trust toward T.V. ad. The samples are composed of 258 child consumers filtered by purposive sampling. The statistics used for data analysis are x-tes, T-test, and one-way ANOVA. The results are as follows: 1) The level of understanding indicates significant difference according to age, discriminent ability between T.V. ad. and T.V. program. 2) The level of understanding about persuasive intent indicates significant difference according to age, parent-child interaction. 3) The level of trust indicates significant difference according to age, parent-child interaction, purchasing experience, sex. 4) Attitude toward advertised product indicates significant difference according to level of understanding about persuasive intent, level of trust.

• Journal of Smart Tourism
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• v.1 no.3
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• pp.7-16
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• 2021

Promotional videos have been increasingly adopted in social media marketing. Given that video production incurs high costs, evaluating the effectiveness of promotional videos is necessary. This research examines the effect of promotional video on visit intention through affective and cognitive destination images, respectively. Furthermore, grounded in the theoretical reasoning of social ties and persuasive intent, the effects of promotional videos disseminated by different sources (i.e., unknown users, friends, and marketers) are compared. Two experimental studies were carried out with 200 participants in Study 1 and 243 participants in Study 2. Study 1 revealed that the presence of promotional video induces visit intention through affective and cognitive destination images. Study 2 found that promotional videos disseminated by friends (versus unknown users) are more effective to induce visit intention because of positive cognitive destination image, while the video effects are indifferent between marketers and users. Meaningful implications are provided for destination marketers.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.590-601
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• 2021

The current study explored how robot's persuasive intent and its' physical distance affect consumers' evaluaton on the robot and the product that the robot advertises. This study administered a 2 (level of pursasion intent: low vs. high) × 2 (physical distance: normal vs. close) between-subjects factorial design experiment. The findings revealed that consumers evaluated the robot' expertise and trustworthiness more negatively and reported lower intentions to buy the produce when they perceived robot's persasive intent saliently high. Consumers were also found to show more negative attitude toward the robot and lower intentions to buy the produce when the robot approached to their personal space more closely. The theoretical and practical implications about human-robot interaction in marketing context were discussed.

• International Journal of Contents
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• v.16 no.1
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• pp.10-24
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• 2020

As many brands use social media influencers (SMIs) on Instagram to advertise, not disclosing advertised content affects how consumers perceive these influencers. The purpose of this study was to investigate two objectives: 1) recent advertising disclosure types on Instagram and 2) the factors that affect consumer responses towards Instagram influencers posting advertised content. Using an experimental 2x2 between-subjects design (N=200), the findings show that "sponsored" and "paid partnership with" are two recent types of ad disclosures. However, both factors are insignificantly different from each other. Also, ad disclosure condition enhances the trustworthiness of the influencer than no disclosure. Ad skepticism, source credibility, and the level of persuasion strongly relate to how consumers perceive Instagram influencers advertising for brands. These factors enable consumers to assess if the influencer is a reliable source of information when faced with advertisement. Ultimately, using disclosure gives full information to consumers about the persuasive intent, as well as increases positive consumer responses towards the influencer who discloses, thereby, enhancing the ethical use of the influencer advertising strategy and long-term consumer relationship.

• Journal of Korean Classical Literature and Education
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• no.15
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• pp.463-499
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• 2008

This paper aims at investigating the characterization and author's consciousness of Okhwangibong written in about 18th century in Korea. Okhwangibong deals with the historical event in the Later Han of ancient China, that is to say the Empress Gwak's banishment and the royal harem Eum's accession to the queen consort. The author of this work created the focal characters freshly. Particularly Gwak is characterized as the vivid woman who desires the Emperor Kwangmu's love, reproaches his negative attitude toward her wants, and feels pains by reason of his affection to Eum. The author intended to justify Eum's accession to the queen consort through emphasizing Providence and her virtue. But the author's intention could not be realized fully. Because what is called Providence was lost persuasive power, and Gwak was characterized very affirmatively. Therefore it can be said that this work represents Gwak's trials and pains caused by Kwangmu. And the discord of the author's intent and the real meaning of the work occurred the dispute about affection and faithfulness between man and wife in following novels. Consequently the historical meaning of Okhwangibong in Korean Novel can be founded in successful characterization and occurring the dispute in following novels.

• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• 2011.06a
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• pp.132-134
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• 2011

In Communications are intended elicit respondses through a conversation or communication styles between speaker and audience. VTSO and the ship operator's intent to communicate well with each other thus leading to the conclusion that must be accomplished It should be completed with MRC which is a poor means to understand and persuasive manner, and conclusions expressed are easily able to derive strategic communication skills. Forever, but these expression and technic can not force where the operator deciding factor in the law frame should not spiral out of the border. VTSO communication skills should be taken into such factors would be high level technic. Now here's I'd like to study that occured in the maritime communications field to be studied deeper issues and a category of expression technic, expression for the VTSO.

• Journal of Chest Surgery
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• v.43 no.1
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• pp.39-46
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• 2010

Background: Preoperative chemotherapy has been adopted in our hospital as a standard treatment for non-small cell lung cancer patients with N2 disease. However, there have been cases of pathologic N2 disease that have been detected after curative-intent surgical resection. We retrospectively studied the outcomes of initial surgical treatment without neoadjuvant therapy in patients with unexpected N2 non-small cell lung cancer. Material and Method: Between January 1995 and June 2007, 225 patients were diagnosed with pathologic N2 disease after they underwent initial pulmonary resection without neoadjuvant therapy. Among them, 170 patients were preoperatively diagnosed with lymph node stage N0 or N1. We retrospectively reviewed their medical record and analyzed the outcomes. Result: The overall 5-year survival rate was 35.4%. The prognostic factors that were significantly associated with survival were no adjuvant therapy, histologic cell types other than adenocarcinoma or squamous cell carcinoma, a pathologic T stage more than T1, old age (${\geq}$70 years) and no mediastinoscopic biopsy. During the follow-up, 79 patients (46.5%) experienced tumor recurrence, including loco-regional recurrence in 20 patients (25.3%) and distant metastasis in 56 (70.9%). The 5-year recurrence-free survival rate was 33.7%. Conclusion: Based on our findings, the survival was good for patients with unexpected N2 non-small cell lung cancer and who underwent initial pulmonary resection without neoadjuvant therapy. A prospective comparative analysis is needed to obtain more conclusive and persuasive results.